WORLD: Medium of the Week - WSJ looks to tap into Hispanic market via Hoy deal

The Hispanic population of the US is increasingly large and affluent.

As The Wall Street Journal seeks to bolster its presence among the US's increasingly affluent Hispanic community, Hoy is an obvious choice of partner.

Hoy, which translates as "today", claims to be the largest Spanish-language newspaper in the US, with daily papers in New York, Chicago and Los Angeles.

Every Thursday, starting this month, the WSJ will publish an eight-page tabloid section focusing on personal finance, technology, careers and small business. Hoy is distributing the Wall Street Journal-branded section in its three flagship editions.

Dedicated editors will select, translate and paginate relevant editorial across the WSJ's portfolio of papers, including The Asian Wall Street Journal and The Wall Street Journal Europe. As for advertising, the new section is aiming to attract finance and technology brands, as well as luxury marques.

The WSJ, Dow Jones' flagship title, already boasts Spanish-language credentials. Not only did it launch The Wall Street Journal Americas, a Spanish-language section distributed throughout Latin America a decade ago, it also produces a weekly section for The Washington Hispanic.

Yet, according to Bill Casey, the vice-president, special editions at the WSJ, the story is far from over: the paper has even more tricks up its sleeve for reaching the Hispanic community.

"Hoy is a great partner for us as we are trying to establish a national ad network. We want to find the best local partners in the big Hispanic markets that are publishing in Spanish around the country." Casey reveals that the WSJ is "in talks with potential targets in Florida and Texas".

Advertising that specifically targets the Hispanic population has exploded in the US, with Casey estimating that it has grown by more than 20 per cent over the past three years.

Certainly, the Hispanic community in the US is far too large to be considered niche anymore. Hispanics represent 13 per cent of the total population and spend $600 billion every year.

Traditionally, broadcast media have benefited the most from advertising revenue for this group, namely Univision and Telemundo. These two Spanish-language TV networks reportedly reach 97 per cent and 91 per cent of the US's estimated 10.6 million Hispanic households respectively.

Maria Cueva, the vice-president and director at MediaCom Latino, believes that the WSJ-Hoy team-up signals the ongoing interest in the Hispanic community on the part of US media owners: "There will be new TV channels and print vehicles coming out with a desire to reach Hispanics. The History Channel is just one media brand talking about launching a Spanish-language channel."

Circulation (Hoy): 113,000 (combined New York, Los Angeles and Chicago


Frequency for WSJ section: Weekly (every Thursday)

Ownership: Tribune Company

Rival media: Univision, Telemundo

Typical advertisers (in WSJ-branded section): American Express, Morgan

Stanley, IBM

Cover price (Hoy): 25 cents

Format: Tabloid



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