El Nuevo Día Orlando reports growth.

El Nuevo Día Orlando announced a 50% increase in advertising sales during 2006 compared with the previous year. Daily circulation also increased by 20% from Monday to Thursday and 60% on Friday’s weekend edition. The circulation increase includes the home delivery to 15,000 subscribers in Orange, Osceola and Seminole counties. The growth in circulation is attributed to their new controlled distribution which was implemented in the 4th quarter of 2006. El Nuevo Día now distributes more than 136,000 weekly copies making it the largest Spanish language newspaper serving the Hispanic community of Central Florida.

Jaime Segura, General Manager of El Nuevo Día, said, “the growing Hispanic community of Central Florida is becoming increasingly involved and interested in diverse local issues. Our continued support and unparallel coverage of these issues and the community in general has generated such interest that 98% of our 1200 single copy distribution points have no newspapers left by noon”. In addition, the pick-up rate (percentage of newspapers readers pick from stands, racks, boxes, etc.) has maintained at 99.5%, an unprecedented statistic not only for the market but also for the newspaper industry. Home delivery has also increased to 15,000 subscribers in Orange, Seminole and Osceola counties. “We are experiencing a high demand with more than 300 new subscription calls per week and are working hard to satisfy the demand”, added Segura.

On the advertising front, El Nuevo Día has been able to capture new national clients such as Don Q, Old Navy, Procter & Gamble and AT&T (Bell South), among others. The increase in distribution and the readership study, conducted by the prestigious newspaper research firm Clark, Martire and Bartolomeo and released on April 2006, have greatly contributed to the increase in sales. The study reveals that El Nuevo Día is the main source of local information for the Hispanic Community in Orlando, when compared to other media including radio and television. “This study validates our leadership position”, added Segura.

The strategic plans of the newspaper also include other initiatives that will enhance advertiser’s results. These initiatives include a Tactical Advertising program and a new weekly pullout section with all the relevant information for the Hispanic immigrant. The Tactical Advertising program will provide the advertisers with “out of the box” ads graphic design capability. “The program consists of integrating the client’s ads into the editorial format without interrupting the editorial flow. This is done by transforming the typically rectangular or square ads into flexible shapes. The objective is to create visually stunning ads that capture the readers’ attention”, explains Mr. Segura.

On the other hand, the newspaper continues its commitment with the Hispanic community by expanding its actual one page immigration section to a weekly pull-out section named “MIA – Manual del Inmigrante Americano” (American Immigrant Manual). “Thousands of Hispanics move to Central Florida every month, and need to know all information regarding the immigration reform, which is a hot topic in Congress.” mentioned Linda Hernández, Editor of El Nuevo Día. “Our editorial department receives hundreds of calls every week in response to our immigration page. Therefore, we have decided to expand the coverage and related topics such as health programs, issues and useful and practical information on various topics such as how and where to get your license”. “MIA will be an excellent information tool for our readers. At the same time, our advertisers can take the advantage of the opportunity to reach all “newcomers” and offer their products and services”, concluded Mrs. Hernández.

“Based on all these initiatives, the constant growth of the Hispanic community and the acceptance of our newspaper, we project another 50% increase during 2007. We have a product of excellence that our community values and adds value to our client base”, concluded Segura.