Posted by Bud on December 07, 2009 at 20:22:11:
Tribune Co. launches cross-platform sales effort targeting growing U.S. Hispanic population
Courting a growing segment of the U.S. population that's estimated to soon represent $1 trillion in purchasing power, Chicago Tribune parent Tribune Co. is introducing Tribune Hispanic, a cross-platform advertising initiative.
The idea is to deliver Hispanic consumers to marketers via print, online, television, mobile, out-of-home, digital signage and events, building on the foundation provided by the company's four Spanish-language media properties.
According to Tribune Co., Hoy Chicago, Hoy Los Angeles, El Sentinel Orlando and el Sentinel South Florida already reach an estimated 1.7 million Hispanic consumers weekly in markets that are home to roughly 28 percent of the nation's Hispanic population.
Those papers are renaming their entertainment sections ViveloHoy, as well as putting out coordinated special sections for the 2010 World Cup and the 200th anniversary of Mexico's independence, as part of the Tribune Hispanic effort.
"Our increased level of collaboration will shortly translate into more meaningful, efficient and consistent solutions our national advertisers can tap into," John Trainor, general manager of Hoy Chicago, said in a statement.