• by Erik Sass , January 9, 2008

The Los Angeles Times Media Group is offering advertisers a new way to reach Latino consumers in Southern California through a preprint insert in Hoy Fin de Semana, a Spanish-language publication with Friday and Saturday home delivery. The inserts, produced in partnership with Valassis, a marketing services program, will be distributed with about 500,000 copies of Hoy's free weekend edition (up from 350,000 in 2007).

The Daily Breeze, an English-language publication serving a number of beach communities, is also joining the preprint distribution program.

Through Hoy Fin de Semana, advertisers will be able to target specific Latino neighborhoods within Los Angeles at the sub-ZIP code level, promising a high degree of specificity.

The partnership also bolsters the Los Angeles Times Media Group's current preprint insert distribution of about 5 million in English-language publications. The Valassis shopLocal/RedPlum inserts market to Southern California retailers, including food, clothing, and packaged goods.

A free daily Spanish-language newspaper with local editions in Los Angeles and Chicago, Hoy Fin de Semana is owned by Tribune Co., the parent company of the Los Angeles Times Media Group. Last winter, Tribune sold off Hoy's New York edition to ImpreMedia LLC, publisher of El Diario La Prensa.