8602412863?profile=originalFor 45 years, Spanish-language newspaper La Raza has strived to become the leading source of news and community coverage for Hispanics in the Chicago area. Their strengths, according to general manager Jimena Catarivas Corbett, can be found within their editorial content and their circulation strategy. “We produce local content with a unique point of view that can’t be found elsewhere and resonates with our community. We also publish mainstream stories, but we do it with a perspective and focus that appeal directly to our readers,” she said. Editorial director Jesús Del Toro said, “We are hyper-local in many ways, but at the same time we provide general useful and practical information that our readers can use and enjoy in their daily lives. We also keep a deep content link with some key issues in Mexico and Latin America, since our readers have strong ties with their families there.”

La Raza, a free publication, distributes more than 153,000 weekly copies in 26 high density Hispanic zip codes in the Chicago area. “Our door-to-door and single copy distribution is very strategic to the block group level, concentrated in high density Hispanic zips,” Catarivas Corbett said. “We currently only have one to two percent returns on our single copy distribution.” Catarivas Corbett believes there is still a demand for print among Hispanic readers, but La Raza is also committed to promoting its website and digital offerings. According to Catarivas Corbett, Laraza.com has shown a steady 17 percent increase in unique visitors YOY, and social media followers more than doubled with a 57 percent increase YOY. READ MORE AT EDITOR & PUBLISHER

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