What are in your opinion, the main differences, regarding opportunities and challenges between the Hispanic and general market newspaper markets?
M.C.: “I believe the key difference is the incredible loyalty that Hispanic readers still have for print products. I find that newspapers that have lost circulation have done so because it’s a business decision or part of their overall strategies and not because of lower consumer demand for their product. I am convinced that for many years we will have a demand for quality local Hispanic print products.” P: What objectives does El Latino San Diego have in the realm of national advertising (ROP and FSI)? M.C.: “We have a powerful story to tell national advertisers about San Diego and El Latino. Not only because the market could be ranked as a top 5 market when including Tijuana, but San Diego is a highly developed and affluent Hispanic community. Additionally, we will be making some product improvements in print and online for 2010. One of the key improvements will be our redesign. Starting in January, El Latino will come out with a new 6 column redesigned tab format. The product will h
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