Houston Chronicle – Delivering the Hispanic Community to Advertisers through Multiple Channels 10/31/2006
Hispanic Marketing Es inteligente – y facil with the Houston Chronicle and its family of products. The Houston Chronicle
can help you reach Hispanic
consumers in Houston through diverse media. This multi-point approach delivers.
First, there is La Voz de Houston
, a widely respected Spanish-language newspaper, publishing since 1979. It boasts a 100,000 total distribution. 35,000 Hispanic households are reached through the Wednesday Houston Chronicle; 60,000 are accessed through free rack distribution in Hispanic neighborhoods on Wednesday, and 5,000 are accessed through distribution in Chronicle single-copy papers in Spanish-dominant neighborhoods.
Second, the Chonicle offers La Vibra
, its Spanish-language entertainment weekly. It features coverage of local happenings, as well as national entertainment news in Spanish. It targets young adult, Spanish-speaking readers with a 100,000 total distribution. Distribution breaks out as follows: 16,500 Hispanic households receive the Friday Chronicle; 26,500 are delivered to non-subscribers on Friday; 44,000 free rack distribution in Hispanic neighborhoods; and 13,000 distributed on Sunday in single-copy papers in Spanish-dominant neighborhoods.
The Chronicle boasts a Spanish-language web site as well. The domain names are Chron.com/Spanish and chron.com/espanol. The website element reaches Hispanics online. It provides up-to-the-minute news coverage in Spanish, and features of specific interest to Hispanics, including MLS home listings in Spanish. The Chronicle also offers e-mail marketing – targeting Hispanics who indicated that they welcome advertising messages and offers via e-mail.
In addition, there are opportunities to reach people on a face-to-face basis through events and promotions. Sponsorship opportunities for events that are of interest to the Hispanic community are available. In-paper and online contest and promotion development, as well as translation and implementation are all custom options.
Finally, the Houston Chronicle itself reaches the Hispanic community. It reaches more than 350,000 Hispanics with just five daily issues. It offers bilingual coverage of news and events of interest to Spanish-speaking households as they happen. One ad in the Sunday Chronicle reaches more local Hispanic adults than five prime-time spots on any local Spanish-language TV channel and ten morning-drive-time spots on the top-rated Spanish radio station, according to The Chronicle.
With so many options, it is hard to imagine not being able to tap into the growing Houston Hispanic market.