La Opinión

How the largest Spanish-language daily newspaper in the U.S. increased its readership.

Challenge:
After a period of declining readership, La Opinión searched for untapped opportunities to help the paper regain its circulation and distribution momentum.

Solution:
AMS analyzed who did and did not read the newspapers. We reviewed dozens of readership and focus group studies. Such intelligence enabled us to identify strengths and weaknesses as well as opportunities and threats. While the publication appeared a credible source for hard news, sports coverage and classified advertising, the readership was primarily an older and lower-income segment. We identified younger adult readers, ages 18-34, as a viable target.

Next, we gathered intelligence about this younger demographic's media consumption preferences, habits and patterns. AMS conducted focus group interviews to determine if La Opinión was a valid option for their information needs. We helped develop projective techniques to elicit imagery about the paper among core readers, younger readers and younger non-readers.

While the target considered La Opinión a credible source for news information, they did not see the paper as a provider of what interested them most-entertainment news, including club activities, movies, concerts and music. The irony: La Opinión's entertainment section was one of the most comprehensive in the market.

To strengthen its appeal, we recommended La Opinión links its entertainment section with every hot entertainment property scheduled in Los Angeles.

Results:
La Opinión met its annual increased circulation goal of 5% in less than a year. A follow-up readership study showed La Opinión's readers were now younger and more affluent. Such research helped attract more advertisers targeting this younger demographic. The paper continues to focus on the youth segment as a core target and launched a new tabloid format entertainment section called "La Vibra" (The Vibe).