In January 2026, VÍVELA, the free monthly Spanish-language magazine published by EC Hispanic Media, quietly reached a milestone that few would have predicted just a year ago: its first anniversary and a monthly circulation of 100,000 printed copies across Southern California.
At a time when print is often described as fading, VÍVELA’s growth tells a different story—one rooted in community, editorial purpose, and trust.
A Magazine Born Out of an Unexpected Moment
Back in December 2024, during what management jokingly refers to as the industry’s “slow season” (the one that somehow always creates more work), Los Angeles received difficult news. El Aviso, one of the city’s longest-running Spanish-language publications and El Clasificado’s largest competitor, announced it was shutting down.
For advertisers, readers, and the broader Latino media ecosystem, the closure felt like the end of an era. It was also a stark reminder of the pressures facing print media. Within hours, phones rang nonstop. Some callers wanted reassurance that El Clasificado was not next. Others—former El Aviso advertisers—were searching for alternatives but unsure about a more shopper-focused model.
Rather than retreat, EC Hispanic Media leadership chose to move forward.
From “Slow Season” to Full Speed
Founder and CEO Martha de la Torre, alongside CFO Joe Badame, made a decision that effectively ended any notion of a slow season. The team was asked to imagine something new: a community-driven, editorial-first Spanish-language magazine designed to be read, not skimmed.
The result was VÍVELA.
Launched in January 2025 with an initial print run of 40,000 copies, the magazine debuted with actress Selena Gomez on the cover and a long-form interview inside. From the start, the goal was clear—create a publication centered on lifestyle, culture, service journalism, and storytelling, distinct from but complementary to El Clasificado.
Growing With Its Readers
What followed was rapid, organic growth. Reader pickup was strong. Advertiser response followed. Within months, circulation expanded to 100,000 copies per month, now distributed evenly across South Central Los Angeles, the San Fernando Valley, Orange County, the Inland Empire, and the Downey–Norwalk area.
Strategic placement in high-traffic Latino neighborhoods—via street racks and wire stands—helped ensure visibility and consistent engagement.
In March, journalist Gustavo Arellano visited the offices, famously scratching his head while asking how a new Spanish-language print magazine could launch in 2025 and actually grow. The answer, it turned out, was timing, trust, and relevance.
Publishing Through a Difficult Year
The magazine’s first year unfolded against a challenging backdrop. Early 2025 brought ICE raids across Los Angeles, leaving communities anxious and overwhelmed. Shortly after, the Palisades Fire and Eaton Fire further tested the city’s resilience. Uncertainty became part of daily life for many Latino families.
In response, VÍVELA leaned into its responsibility. Reader surveys conducted across ElClasificado.com and the weekly print edition revealed consistent priorities: immigration, health, careers, legal guidance, and practical life information.
To meet that need, the magazine committed to verified, responsible coverage. Immigration content was sourced exclusively from California Bar–licensed attorneys and established legal nonprofits. In print, readers found clarity without panic and information without noise.
Why Print Still Matters
VÍVELA’s success highlights a broader shift in media consumption. Digital platforms excel at speed and reach. Print, when done well, offers focus, credibility, and trust.
Advertisers have noticed. Helio Alfaro, an associate at Los Angeles–based law firm Abogados Hispanos, shared that after returning to print through VÍVELA, the firm began receiving consistent calls and closing cases—proof that the right editorial environment still delivers results.
One Year In, and Just Getting Started
One year after its launch, VÍVELA stands as evidence that print can still thrive when it listens first. Built during uncertainty, shaped by community input, and guided by editorial intention, the magazine has become a trusted monthly companion for Latino readers across Southern California.
In Los Angeles, at least, the story of print is far from over.
By Fatima Velez
El Clasificado dba EC Hispanic Media
