U-T San Diego's Enlace Expands Distribution to 176,496 to Become One of the Largest Circulated Hispanic Weeklies in the U.S.

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The U-T aims to maximize reach and impact in region’s burgeoning Hispanic market.

The U-T San Diego’s Enlace, already the largest weekly Spanish language newspaper with a circulation of 112,982 in San Diego County, expanded its circulation by an additional 63,514 copies in neighboring Southwest Riverside County, taking its total circulation to 176,496. The Southwest Riverside edition of Enlace features additional local content home-delivered to Spanish-dominant households. The move, which took effect on Oct. 5, 2013, will allow the U-T to reach a largely underserved community with quality news and information in Spanish while providing advertisers a premium vehicle to reach even more Latino consumers.

“We are thrilled to begin serving our Latino neighbors in Southwest Riverside,” said Tom Jimenez, vice president of Hispanic products. “We are now in a position to offer our local and national advertisers even greater reach in our high-density Hispanic markets in Southern California.” The targeted Southwest Riverside distribution area has a 41 percent concentration of Hispanic residents -- or 319,105 adults -- with a median household income of $51,211 according to Nielsen 2013 data.
With the addition of the Southwest Riverside edition of Enlace, the U-T now offers three zones that serve readers and advertisers in high-density Hispanic areas in south San Diego County (including Tijuana), north San Diego County communities and Southwest Riverside. Enlace Extra reaches more than 100,000 affluent homes in Tijuana; inserted in the popular La Bolsa Azul, an international home-delivery solution for advertisers.

“The current expansion is part of a broader cross-platform media strategy and portfolio,” said Joe
Brenneman, vice president and chief revenue officer “We aim to reach more Hispanic audiences, more frequently and on more devices.” In addition to Enlace, the U-T publishes a popular weekly Spanish language lifestyle and entertainment magazine, Vida Latina San Diego. The publication is read by more than 15% of San Diego-area Hispanics according to data from a 2012 Probe Research Study and features a 94 percent audited pick-up rate according to Audit Bureau of Circulation, one of the highest in the nation for freely distributed publications. The magazine recently launched a mobile-optimized companion website, vidalatinasd.com, featuring the latest U-T San Diego Web design technology. Partner news site sdred.com offers another digital platform for advertisers.

The U-T’s commitment to quality has earned its Spanish-language publications national recognition. Both Enlace and Vida Latina San Diego earned top honors in several categories in the National Association of Hispanic Publications’ 2013 José Martí Publishing Awards. The prestigious Latino journalism awards were announced during the association’s annual conference in Anaheim earlier this month.

For interviews with Tom Jimenez or Joe Brenneman, call George Bonaros at (619) 293-2916.

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About U-T San Diego
The 144-year-old San Diego Union-Tribune, LLC, owned by MLIM, LLC, is San Diego’s leading media company and its most comprehensive source of news and information. Each week, U-T San Diego products reach more than 96 percent of all San Diego County households through the combined strength of its integrated media portfolio; the Pulitzer Prize-winning newspaper, U-T San Diego; the web site, UTSanDiego.com; the Night + Day weekly entertainment guide; Spanish-language products, Enlace and Vida Latina San Diego; an all-day local television station, U-T TV, and additional home-delivered products.

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