EC Hispanic Media began with its first direct mail publication of El Clasificado in May 1988.
Its purpose was to connect sellers of various products and services within the Hispanic community, while also providing Latinos with educational resources and how-to lifestyle improvement articles that were not widely available in Spanish.
As companies initially faced lukewarm responses to their advertising with the Spanish shopper, El Clasificado faced initial struggles with ensuring the company would be viable. Undaunted, co-founders Martha de la Torre and Joe Badame decided to change the distribution method, moving from direct mail circulation to an effective bulk drop in areas with high Hispanic traffic.
This change ultimately resulted in an award winning distribution system that has helped El Clasificado increase its circulation from 40,000 copies per week to 475,000.
El Clasificado’s success also brought new opportunities for Martha and Joe who maintain their desire to connect buyers and sellers within the Hispanic community as well as offer content to help improve Latinos quality of life.
In 2007, they started hosting events for families planning their daughters traditional Quinceanera celebration as well as Hispanic Small Business owners looking to find their own financial viability and success. Both events were initially planned to occur once annually in different areas throughout Southern California; however, due to attendee and advertiser demand, both are held multiple times throughout the year with the Quinceanera.com Expo and Fashion Show occurring eight times yearly and Su Socio de Negocios hosting one expos and one intimate breakfast.
As the company expanded its reach, El Clasificado became EC Hispanic Media, offering companies opportunities to reach every niche within the Spanish and Bilingual English/Spanish speaking community from Latina Moms and Hispanic Baby Boomers to Latino Millennials and Affluent US Hispanics through print, online, mobile, and event advertising.