By: Joe Nicholson Valassis Teams With Papel Media Network
Just as it was reported that the nation's Hispanic population has
jumped more than 60% in a decade, to 35.3 million, Valassis
Communications Inc. launched a project to reach Latinos through
Spanish-language newspapers.
The Livonia, Mich.-based marketing-services company, known for
distributing more than 300 billion coupons in newspapers
annually, has joined with Papel Media Network, a new marketing
firm focused on Spanish-language publications.
The partners will place various types of advertising, including
inserts and coupons, in an estimated 430 Spanish-language
newspapers. Valassis, which had sales of more than $830 million
last year, will offer its thousands of advertiser customers the
option of placing various forms of Spanish-language ads and
coupons in Spanish-language newspapers.
Valassis clients who have shown the greatest interest in Spanish-
language newspapers are telecommunications companies, restaurant
chains, and packaged goods firms, said John Trainor, a bilingual
Mexican national who led the sales division of Valassis' Mexico
City office and now owns Chicago-based Papel Media Network.
Joe Nicholson (jnicholson@editorandpublisher.com) is an associate editor covering marketing and advertising for E&P.
Copyright 2001, Editor & Publisher.
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