La Opinión +10% Increase In Circulation.

La Opinión has posted another 10% growth in its daily circulation and topping four consecutive audit periods of remarkable increases. Daily circulation for La Opinión grew by 10% to 118, 205 paid copies, as per the Audit Bureau of Circulation (ABC) FAS-FAX report for the six months ended March 31, 2001.

The increase, which equals that of the same period for the previous year, establishes La Opinión not only as the fastest-growing Spanish language newspaper, but one of the fastest-growing daily newspapers overall in the United States in the last two years.

Saturday circulation gains outstripped those of the daily figures with an 11% increase over 2000, while Sunday circulation witnessed a 7 % increase as well.

These circulation growth figures posted by La Opinión designate a two-year cumulative increase of 18% in daily circulation, and 18% for Saturday and Sunday.

The increase is significant not only with respect to the newspaper’s own circulation growth; while the ABC audit findings illustrated a general decline in circulation among many of the most prominent nation’s newspapers, La Opinión posted impressive growth.

“We are certainly gratified by the results of the latest audit, which not only reflect the growth in the Spanish-speaking Latino population in Southern California, but also testify to the success of our market-driven focus,” notes Jose Lozano, La Opinión’s publisher and CEO. “This further highlights that La Opinión is continuing to meet the challenge of fulfilling the demand for news and information in the Southland’s Latino community.”

“Refocusing the circulation department to one that is customer and market-focused has been a key success strategy for us,” states Bob Karcher, La Opinión’s director of circulation, adding, “our commitment to meeting the needs of our advertisers in order to reach our growing market has also contributed to this significant growth.”

Analysis of the latest census figures show that California gained 3.2 million Hispanic residents, a 42 percent increase from a decade ago. Los Angeles county’s Hispanic population grew 24 percent and now comprises 45% of the county’s overall population.

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