By: Mark Fitzgerald Clearly targeting the Sunday free-distribution strategy of
La Raza, Chicago's largest Spanish-language weekly, Tribune Co. is launching a Sunday total market coverage (TMC) version of the Chicago edition of
Hoy, its weekday Spanish-language newspaper.
Tribune said this first-ever TMC from
Hoy -- which began in New York City five years ago and made its debut Sept. 2 in Chicago -- would be distributed to more than 200,000 Hispanic households in Chicago and its suburbs. The product will offer zoned advertising when it is launched in November, Tribune said.
"We've been doing door-to-door distribution for more than 10 years," said Robert J. Armband, CEO of new
La Raza owner PrensAmerica. "Since our advertisers are doing very well with us, I don't anticipate them moving to another TMC."
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