Tribune Company Launches Cross-Platform Sales Group Aimed at Growing Hispanic Market

CHICAGO, December 7, 2009 -- Tribune Company today announced the creation of Tribune Hispanic, a cross-platform national media solutions group designed to help advertisers reach the growing Hispanic market through an array of products including print, online, television, mobile, out-of-home, digital signage, and events.

Tribune already reaches 1.7 million Hispanic consumers every week through the company’s four Spanish-language media properties--Hoy Chicago, Hoy Los Angeles, El Sentinel Orlando and el Sentinel South Florida -- markets in which about 28% of the nation’s Hispanic population resides. As part of the Tribune Hispanic initiative, these newspapers will re-brand their entertainment sections as "ViveloHoy." Special sections also will be created in conjunction with events such as the 2010 World Cup and the bicentennial anniversary of Mexico’s independence.

"More than ever, national advertisers require innovative, consistent and engaging solutions to reach this unique consumer group," said John Trainor, general manager of Hoy Chicago. "Our increased level of collaboration will shortly translate into more meaningful, efficient and consistent solutions our national advertisers can tap into."

Tribune Hispanic capitalizes on a growing consumer market that covets its newspapers. Nationwide, Hispanic consumers will soon represent close to $1 trillion in purchasing power. Tribune research shows that 53% of Hispanic newspaper readers have been reading their favorite newspaper for three or more years; 63% of Hispanic newspaper readers frequently pay attention to the advertisements; and 55% of all Hispanic newspaper readers state they use coupons from the newspaper regularly.

"When you join the capabilities and reach of our four Spanish-language media businesses, you end up with a set of marketing solutions that makes us a stronger and more strategic partner for our advertisers," said Roaldo Moran, general manager of Hoy Los Angeles.

"This combined effort should put Hoy and el Sentinel at the forefront of media buys and shows that Tribune is emerging as a force to contend with on the national Hispanic media landscape," predicts Ariel Gonzalez, general sales manager for el Sentinel South Florida.


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About Tribune Hispanic Media Group
Tribune Hispanic Media Group is the national, cross-platform sales team for the Tribune Company’s Spanish-language and Hispanic market targeted media, offering advertisers customized, innovative, multi-market solutions across all media platforms, including, print, digital, mobile, direct and event marketing.


About Hoy
HOY, is a media company that publishes two of the leading newspapers within Chicago and Los Angeles, Hoy and Fin de Semana have a national gross weekly distribution of 1.3 million copies. Hoy offers a wide array of media solutions including the only Spanish-language daily newspaper in Chicago and the largest Spanish-language circulation weekend vehicle in L.A. and Chicago as well as a diversified portfolio that includes online, mobile, out-of-home and digital signage. Hoy’s mission is to inform, entertain and educate Hispanics with engaging, relevant content that help build successful lives, serve as an advocate and provide a link to Latino culture. For more information about Hoy visit ViveloHoy.com

About El Sentinel Orlando:
El Sentinel Orlando is the largest Spanish-Language publication in Central Florida and the only one home delivered. With more than 100,000 copies every Saturday, our publication reaches the growing Hispanic community as no other publication does. It is part of The Orlando Sentinel. El Sentinel can be obtained also in supermarkets, pharmacies and in main public transportation hubs.

About El Sentinel South Florida:
El Sentinel is the largest Spanish-language weekly newspaper in South Florida, with a Saturday circulation of 105,000 in Broward and Palm Beach counties and a web site, elsentinel.com. Through its print and digital edition, El Sentinel strives to not only inform readers about what’s going on, but also to interpret the most important news developments and trends. We provide readers with well-written stories about current events, immigration, entertainment and lifestyle, sports and business in a smartly designed package with engaging photos and illustrations. We are committed to being a voice for the Hispanic community, a link to Latino culture and identity and a tool for achieving empowerment, self-improvement and progress in South Florida.

TRIBUNE is America’s largest employee-owned media company, operating businesses in publishing, interactive and broadcasting. In publishing, Tribune’s leading daily newspapers include the Los Angeles Times, Chicago Tribune, The Baltimore Sun, Sun Sentinel (South Florida), Orlando Sentinel, Hartford Courant, Morning Call and Daily Press. The company’s broadcasting group operates 23 television stations, WGN America on national cable, and Chicago’s WGN-AM. Popular news and information websites complement Tribune’s print and broadcast properties and extend the company’s nationwide audience. At Tribune we take what we do seriously and with a great deal of pride. We also value the creative spirit and nurture a corporate culture that doesn’t take itself too seriously.