ImpreMedia - Press Releases

(Chicago, IL --May 28, 2009) La Raza Newspaper, Chicago’s most read Spanish language newspaper is stronger than ever. The 2009 Scarborough Research release confirmed that La Raza’s readership has increased by 9 percent in just one year.

The readership increase reflects an important distinction between Hispanic consumers and the general public. While the top two English-language newspapers in Chicago declined by 7 percent, La Raza’s audience continues to surge.

The impressive increase in La Raza’s readership can be attributed to two major factors: the publication’s redesign in 2008 and its improved distribution footprint. In May of last year, La Raza redesigned its publication offering readers a more youthful, magazine-like design that is attractive and user friendly. La Raza’s format utilizes more images, photos and graphics making each article as impactful as possible. In addition, the new design allows for a robust editorial environment with more articles that are shorter and more concise and a new page size with modular ad configurations that ease the layout flow of editorial content and ads. Also, the publication upgraded its paper quality so as to enhance the graphic appeal.

“It is no secret that readers and advertisers respond to creative designs along with solid journalistic practices. The increase in readership demonstrates how solidly we are positioned in the market and our ability to satisfy reader interest,” commented Ruben Keoseyan, Publisher of La Raza Newspaper.

In addition, La Raza’s premier distribution practices continue to show very high percentages of accuracy and reliability as verified by a recent survey conducted by Certified Audit of Circulation (CAC). “This is a testament to the incredible system we have had in place for many years as leaders in the market. This allows us to easily cope with demographic changes and deliver our paper where it needs to be in order to provide our advertisers with great results,” said Brian Baase, General Sales Manager for La Raza Newspaper.

97.9% respondents said that they regularly receive, pick up a copy or subscribe to La Raza.
97.2 % stated that they read any portion of La Raza.
93.4% of readers stated that they kept their copy of La Raza for longer than 2 days.

48.9% of readers keep the copy until the next issue.

“We are thrilled to see these results in market acceptance. When you have a publication that grows its reader base speaks to the clear understanding that exists between your readers and your publication. This shows why we have been so successful for nearly 40 years,” added Mr. Keoseyan.

About La Raza Newspaper:
La Raza is the number one Spanish-language newspaper in Chicago with an audited circulation of 152,154 weekly copies (CAC Audited). La Raza has been in the Chicago Market for the past 39 years. It is also among the largest Sunday Hispanic newspapers in the United States. La Raza has been recognized by the National Association of Hispanic Publications as the "Best Spanish Language Weekly" five times over the past decade, and was named by Editor & Publisher as one of "Ten That Do It Right." La Raza is an impreMedia company.