LOS ANGELES, CA –January 16, 1989 –On January 16, 1989, El Clasificado increased circulation by 46% to 75,000 as existing zones were expanded and Huntington Park was added as a new zone. A total weekly circulation of 75,000 households positions El Clasificado as the second largest weekly Spanish publication in Southern California and the largest weekly Spanish publication penetrating directly into Los Angeles area homes.
El Clasificado is an entirely new concept in Hispanic print. It is a weekly publication directed to the Spanish-speaking consumer and is the only publication of its kind that is home delivered free of charge to a targeted market of Hispanic households throughout the greater Los Angeles area. Although similar publications exist, none offer the verifiable market penetration that home delivered distribution provides.
General retail, grocery, automotive and service businesses make up the bulk of display advertising placed in El Clasificado. Classified ad categories include autos, real estate, employment, miscellaneous for sale, and the growing in popularity “Conexiones” or relationship category. “Our classified ads give advertisers excellent results at a very low cost. From what I have seen, El Clasificado has more paid classifieds than any other weekly Spanish publication in L.A. even though we have only been around less than a year,” observes Oswald Anania, Vice President of Sales at El Clasificado.
El Clasificado is somewhat like a penny shopper but more – it is a family guide helping Hispanic families assimilate into the nonhispanic mainstream community of Los Angeles. El Clasificado includes a weekly Spanish T.V. guide, an English lesson, a horoscope, reader’s recipes, home improvement tips, child care advice and a comic strip. Recently El Clasificado began a series on home to become a U.S. citizen, an important topic to many Hispanics living in the Southland. “We often receive letters from readers thanking us for providing them useful information and advice on simple day to day living,” observes Martha de la Torre, publisher of El Clasificado. “Hispanics, like everyone else, want to improve themselves, but those who barely comprehend English have few resources for this kind of information. Spanish versions of publications similar to Good Housekeeping and Family Circle are not readily available in local markets, and if found, the price per issue is usually not within the budget of many recently arrived Hispanic immigrants. El Clasificado is useful and free. This is what I believe has gained El Clasificado its quick popularity.”
Based on the success of El Clasificado after just nine months of publication, more zones in addition to Huntington Park will soon be added. “A weekly circulation of 100,000 by this summer is highly probable,” states de la Torre.
