"The growth of Utah’s Latino population has created a larger market for news and information provided by El Observador de Utah and has required new strategies for marketing and distribution," said Patricia Quijano-Dark, editor of El Observador de Utah.
Salt Lake City, UT (PRWEB) December 21, 2011
El Observador de Utah (Spanish for "The Utah Observer"), Utah’s leading Spanish language newspaper, today announced a restructuring of its management team. The new management lineup includes the addition of Greg Peterson, an international marketing and management veteran, who will serve as Publisher of El Observador de Utah. Patricia Quijano Dark will continue as Editor of the newspaper and Erik Patterson as Advertising manager.
Greg Peterson joined El Observador de Utah’s parent company, the Deseret Media Companies, in July of 2011, as Vice President of Marketing and International Development. Previously, he spent 20 years in management positions with The Kellogg Company, holding key marketing and management positions on five continents.
Patricia Quijano-Dark, editor of El Observador de Utah, expressed her enthusiasm to have Peterson join the management team, saying, “We have always been proud of the talent and skill level of our team of professionals, but Greg brings a great wealth of international marketing and branding experience in diverse global geographies that will benefit our paper even more. His involvement further represents the importance of the Latino/Hispanic community of Utah to the Deseret Media Companies.
Quijano-Dark’s experience as a journalist includes working on three continents and editing for the largest Spanish language newspaper in the world, El Diario Clarín in Argentina. Other key members of the management team include Reinaldo Escobar, Managing Editor, a native of Colombia who worked at the Washington Times, and Tania Navarro, a reporter who worked for several newspapers in Tijuana, Mexico and along the Mexican border before coming to El Observador de Utah. Erik Patterson, a native of Chile, has been a sales professional working for top US companies in the United States and Mexico.
El Observador de Utah currently is the only home-delivered Spanish language newspaper, reaching more than 11,700 homes along the Wasatch Front. In addition more than 10,000 copies are available in Latino markets and other popular locations. The newspaper seeks to expand its home-delivery services in the coming year to keep up with the growth of the Hispanic population.
Dark said the growth of Utah’s Latino population has been greater than expected, creating a larger market for news and information provided by El Observador de Utah and requiring new strategies for marketing and distribution. From 2000 through 2007, minorities accounted for one-third of the increase in the total population and two-thirds of the school enrollment increases in Utah. Dark said, “These changes are permanent and will affect our state and its economy for generations to come. At El Observador de Utah, we intend to be at the forefront of this generational shift.”
Dr. Pam S. Perlich, Ph.D., Senior Research Economist, Bureau of Economic and Business Research, University of Utah, also referenced Utah’s demographic changes in her studies. She said, “Utah, along with the rest of the nation, is becoming more ethnically and racially diverse, with much of this diversity resulting from immigrants and their U.S. born children. In the 2010 Census, over one-third of the nation’s population is classified as minority, while Utah’s share reached one-fifth. Nationally, the adult population is 33 percent minority while youth are nearly a “minority-majority,” with a 47 percent share.” The demographics of Salt Lake County's school-age children, for instance, reflect a significant shift in the county's minority population, Perlich said. According to the 2010 Census, minorities under age 18 make up 33.9 percent of the county's population while minorities 18 and older make up 22.8 percent.
About El Observador de Utah
Launched February 9, 2010, El Observador de Utah has rapidly become Utah’s largest Spanish language newspaper. El Observador de Utah delivers current news impacting the lives and communities of Utah’s Hispanics. Over 45,000 copies are distributed on a weekly basis, making El Observador de Utah an important and trusted news source to the Latino community in Utah. The newspaper is also home-delivered for free to more than 11,700 households along the Wasatch Front.
Erik Patterson, Advertising manager, epatterson(at)desnews(dot)com
Patricia Quijano Dark, Editor, pdark(at)desnews(dot)com, 801.236.6081
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