Newspaper Services Of America Partnering With Papel Media Network To Target Hispanics

By: E&P Staff Newspaper Services of America (NSA), the nation's largest single buyer of newspaper advertising, said Monday it has formed a strategic alliance with Papel Media Network to target Hispanic consumers in print.

"Building and nurturing an ongoing relationship with the Hispanic audience is critical to the long-term success of any advertiser doing business in North America today," NSA CEO Dave Walker said in a statement. "This alliance with Papel Media will allow NSA to deliver even more new and innovative ways to engage this important consumer in print."

Eight-year-old minority-owned Papel Media works on behalf of advertisers to match appropriate demographics and audience segments among more than 900 U.S. Hispanic newspapers, and 180 newspapers in Latin America. Papel, with offices in Chicago, Houston, Miami, and Mexico, has run campaigns for more than 120 different advertisers.

"Advertisers will be the true winners in this alliance as both companies are now better equipped than ever before to help clients fully capitalize on this unique consumer group" Papel Media CEO John P. Trainor said in a statement. "We are honored that NSA has selected Papel as their partner. We are particularly excited about combining our extensive resources, marketplace expertise and leverage."

Advertisers will benefit from NSA and Papel's "sole focus on developing and implementing targeted promotional print strategies without any disruption to current relationships," NSA Chief Development Officer Craig Desens said. "Especially for advertisers that are just beginning to explore the dynamic Hispanic market, this alliance without a doubt enables both of us to broaden our offering as the most effective single-source solution in Hispanic print media."

Downers Grove, Ill.-based NSA, a subsidiary of Interpublic Group, planned and placed more than $1.6 billion dollars across 36,000 ZIP codes and over 4,500 newspapers and alternative delivery/direct mail distributors in the US. More than 33% of pre-printed inserts delivered on any given Sunday are planned and/or bought by NSA, the company says.