El Diario/La Prensa Unveils New Look.

El Diario/La Prensa newspaper, the oldest Spanish language daily in the United States, unveiled its new format and design as part of its re-branding campaign on Monday January 26, 2004. Featuring a new logo, new typography, crisper graphics, and more photography, the newspaper continues to change with the times. Responding to the changing needs of its readers, “El Diario/La Prensa” has added or expanded sections that cover local, national and international news, culture, sports, and community features.

“El Diario/La Prensa” has been serving the needs of New York area Latinos for 90 years. The newspaper has served as a champion (el campeón) during the first migration of Latinos to New York, and the paper has stayed true to its roots, covering stories and issues long overlooked by mainstream media.

Long a mainstay as “the” source for news, “El Diario/La Prensa” has recognized the changing demographic landscape of the New York market and has responded to its needs. With more than 2 million Latinos in the New York area from Puerto Rico, the Dominican Republic,

Colombia, Nicaragua, El Salvador, Chile, Peru, Mexico, Cuba, and virtually all of Latin America, the newspaper has expanded its international coverage to provide more news from home for these readers.

“For over 90 years, ‘El Diario/La Prensa’ has amplified the concerns of New York area Latinos,” stated Rossana Rosado, publisher of “El Diario/La Prensa”. “The changes we are making to the newspaper are in response to our readers’ needs and desires.” She added, “Our role remains the same, however, and that is to be a voice for the people – the newspaper that shares our readers concerns, pushes for change, celebrates our triumphs, and expresses outrage at injustices.”

The affluent Hispanic community in the United States is growing more quickly than the national average. In New York alone Hispanic annual income has increased exponentially. In response to this changing demographic, the newspaper has expanded its Business section to report on economic forecasting and featuring Latino businesses so that readers can make informed investment choices.

In addition, “El Diario/La Prensa” has enhanced its coverage of education, entertainment and has added a new gossip columnist.