As a first Blog, I would like to thank Ed for his work, and his continued support, in helping the people of this company have a voice. I don't know just how extensive this network is, but I imagine that it can be very useful for many in the industry to see just what the LA Times is all about.
Javier J. Aldape, I wish you the best of luck in the most sincere manner.
Only time will tell, if Hoy will really be the paper of choice for the Hispanic audience. I have my own reservations about Hoy, but then again, I've lived in So Cal my entire life, and coming from a Mexican town called Guadalajara, puts me and my family in a very special position to have this feeling. For the last 32 years, I have seen my family grow up and grow apart from La Opinion, the only "real" Spanish paper. In recent years Hoy has made an attempt to grow in a Hispanic market that has a population figure that would put many cities in Mexico to shame, yet we only distribute how many papers in Spanish??? The Spanish newspaper should have equal if not, numbers close to our English counterpart, but none have come close. This is based on the fact that So Cal has a population that is over 50% hispanic. In asking all of the people that live here in So. Cal, the answer that I always get is that all Spanish papers in Los Angeles are "boring" and have "bad news stories", so I ask, what would you like to see???? The overwhelming answer is " I want the Los Angeles Times in Spanish. I don't know about you, but most marketing firms that do their homework will do small test like this, and study the results before launching a product. I don't recall that ever happening here in L.A with Hoy. I might have missed it. But if Hoy is to be the paper of tomorrow, it needs much work and much effort. Good Luck. If I had to do this, I would make it easy, and start from scratch, and call Hoy, "The Los Angeles Times en Espanol", use all of my current resources, use the same size paper to print it, saving money on newsprint, and that alone is in line with our current financial need. But most importantly, I guarantee you, subscription would go up, and that would make advertisers very happy.