U.S. Suburban Press Targets Hispanic Audiences With Expanded Newspaper Network.

U.S. Suburban Press has launched a Hispanic Newspaper Network that will allow the nation’s advertisers to pinpoint market to the fast-growing U.S. Hispanic population.

The Schaumburg, Ill.-based newspaper advertising sales network has added nearly 200 Hispanic daily and weekly newspapers to its network of more than 1,000 newspapers in 55 major markets. This expansion of USSPI will give national advertisers unparalleled access to target their messages to the fastest-growing ethnic group in the country.

“National advertisers such as General Motors and Verizon have relied on USSPI for the past six years to provide them a cost-effective way to reach their audiences with pinpoint accuracy,” said Frank O’Connell, vice president of sales. “With the addition of our Hispanic Newspaper Network, these same advertisers can ensure their message reaches more than 8 million Hispanic readers from New York to Los Angeles.

“Our niche in specialty markets allows us to tailor ad purchases to the distinct needs of our clients. Suburban and other community-oriented newspapers continue to gain readership because they deliver news that is unavailable through other media. We plan to expand USSPI to include other important niche markets.”

USSPI, which is a subsidiary of Alternate Marketing Networks, Inc. (Nasdaq: ALTM – news), has partnered with PAPEL Media Network to support the database needed for its Hispanic Newspaper Network. Chicago-based PAPEL will help USSPI with the screening and selection of Hispanic newspapers from its database of more than 400 Hispanic daily, weekly and bi-monthly papers that range in circulation from 10,000 to 500,000.

“Advertisers want to know that they are making their media buys based on reliable and comprehensive information,” said John Trainor, founder and CEO of PAPEL Media Network. “With our proven track record, PAPEL brings a thorough understanding of Hispanic culture and its media to this partnership, which will complement USSPI’s already well-established position in the newspaper industry.

“The development of the Hispanic Newspaper Network will fulfill a real need for pinpoint marketing that can take into account nationality, income and other socio-demographic characteristics that no other media network can offer. We are pleased to be able to partner with USSPI to pursue what will be a natural growth opportunity for both of our organizations.”

The Hispanic Newspaper Network is the third specialty network under the USSPI umbrella. It joins the newly launched College Newspaper Network, which represents nearly 2 million readers at more than 135 colleges and universities, and the Online Network, which sells, manages, serves and tracks online campaigns for national advertisers.

The 200 newspapers in the Hispanic Newspaper Network include the top publications in the country, and cover areas with a greater concentration of Hispanic customers. Combined readership for the network is 8.2 million readers.

“The days of the ‘one-size-fits-all’ media buys are gone — our clients now expect that we will take many more factors into consideration when presenting them with advertising packages,” O’Connell said. “The competition for advertising dollars is now more fierce than ever. The addition of the Hispanic Newspaper Network will further enhance the capabilities of USSPI by greatly expanding the ability of our advertisers to ensure that their messages are reaching this increasingly important market.”