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FOR IMMEDIATE RELEASE: July 13, 2009

EL SOL MOST READ LATINO NEWSPAPER IN CENTRAL WASHINGTON

YAKIMA, WA – El Sol de Yakima Newspaper has become the latest subscriber to the Rojo Research 2009 Yakima/Tri-Cities Spanish Media Study.

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

The 2009 Yakima/Tri-Cities Spanish Media Study shows 31.3% of Latino adults have read El Sol de Yakima in a 4-week cume, which is the greatest market share of the five local Latino newspapers.

"The Latino audience in the Yakima Valley is big and getting bigger. Through Rojo Research, we finally have current, local research on media habits and buying/shopping patterns for this very important segment of our audience." comments Jamie Stickel, Vice President of Sales, Yakima Herald-Republic & El Sol de Yakima.

"We've known all along that El Sol de Yakima was the dominant Spanish language weekly in Yakima County. Now, the evidence from Rojo Research makes that claim a fact."

"The study illustrates that El Sol de Yakima has a unique and compelling story to share with advertisers regarding its readership." remarks John Herron, CEO of Rojo Research. "The newspaper has very impressive local Latino market penetration, and we fully expect the organization to increase revenue, in spite of a challenging economy."

El Sol de Yakima is the second subscriber to the 2009 Yakima/Tri-Cities Spanish Media Study, joining Univision KUNW-TV.

Rojo Research captured over 400 data points on Hispanic media consumption, purchasing plans, shopping behavior and personal demographics from respondents in the Yakima/Tri-Cities market. Rojo has performed also Latino media studies in Portland, OR and Seattle, WA.

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

Contact:
El Sol de Yakima Newspaper - Jaime Stickel, Vice President of Sales, 509.577.7719
Rojo Research - John Herron, President & CEO, 503.954.2747 | john@rojoresearch.com

 

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