Newspaper plans to increase market share and advertising revenue

Yakima, WA - La Voz Hispanic Newspaper has become the latest subscriber to the Rojo Research 2009 Yakima/Tri-Cities Spanish Media Study, committing a three-year data lease agreement.

"Rojo Research has given us bragging rights as being the #1 Hispanic newspaper in our market ,and our readers and advertisers need to know that." comments David Cortinas, publisher and CEO or La Voz Hispanic Newspaper.

"With this study, we will be able to show our readers and advertisers the quality and the importance of being associated with La Voz, and investing their yearly budgets with La Voz- a Hispanic newspaper they can trust. I look forward in working with Rojo Research in the years to come." continues Cortinas.

"Rojo Research provides syndicated local-market Latino media research - meaning consumption all Latino media in a market is measured - yet we truly desire to help position newspapers grow market share and advertising revenue." states John Herron, CEO of Rojo Research.

"My professional experience is in the newspaper industry, and believe Spanish-language newspaper research was substandard or non-existent. Even though we have many Spanish-language broadcast clients, we are very excited La Voz has become our first print partner. A commitment to syndicated research shows the La Voz is very proactive, and will leverage their readership to offer a strong value proposition for advertisers."

In February, Rojo Research performed comprehensive local market Spanish media consumer research in Yakima, Benton, and Franklin counties, dialing over 11,100 local Latinos to ultimately interview 355 respondents.

LA Voz Hispanic Newspaper has been serving the Latino community of the Yakima Valley for over 14 years. The newspaper circulates over 80,000 copies each month around the Washington markets of Yakima, Walla Walla, and Tri-Cities; and in Hermiston, Milton-Freewater and Pendleton, Oregon. The 2009 Yakima/Tri-Cities Spanish Media Study shows 29.5% of Latino adults, representing 43,825 individuals, have read La Voz in a 4 week cume.

Rojo Research captured over 400 data points on Hispanic media consumption, purchasing plans, shopping behavior and personal demographics. Spanish media partners will leverage such data to underscore the value their unique audience and justify a return on investment for advertisers.

Tentative future markets for Spanish media studies include Atlanta, Austin, Boston, Denver, Oakland, Orange County, Rio Grande Valley, San Diego, San Francisco, San Jose, and Santa Cruz/Salinas.

La Voz Hispanic Newspaper- David Cortinas, Publisher/CEO, 509.543.9932
Rojo Research - John Herron, President & CEO, 503.954.2747 |


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