Gannett tests a Hispanic-oriented, English language section in Arizona
Gannett Co. Inc. is preparing to launch a new section in The Arizona Republic geared toward the English-language Hispanics. Gannett made a strong push last year into the local Spanish-language market by buying Ashland Media, owner of La Voz, a weekly newspaper. The Republic's move is testimony to the growing portion of the Hispanic population who remain close to their culture but will consume more media in English.
Excerpts of the article:
A shift of the Hispanic market toward a majority speaking English affects local marketing agencies and national and local advertisers, say industry observers. It also will result in the growth of media oriented toward the new, emerging demographic, they add.
The Arizona Republic hired Teclo Garcia of Brownsville, Texas, as editor of its new section for English-speaking Hispanics. Garcia was the editor of the Brownsville Herald, a Freedom Communications Inc. newspaper. "We were set to launch in February, but we are still working out some things," Garcia said. The Republic has not set an official launch date.
The special section will contain English content for Hispanic readers, Garcia said. It will be mostly English with some Spanish words mixed in. Garcia said he argued for this approach because it reflects the reality of the way Hispanics speak.
Source: the Business Journal Phoenix.
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