AMERICA'S SPREADING HISPANIC NEWSPAPER WARS
Vibrant Market Attracts Country's Largest Publishers
By Laurel Wentz

The thriving Hispanic market is exploding with print launches as rival newspaper groups develop national strategies to take advantage of the only real growth in their market.

At the semiannual conference of the Association of Hispanic Advertising Agencies in late last month, the growth of the Latino media market was a hot topic of discussion. "The only segment in the American newspaper industry that's growing is in Spanish," said Jose Ignacio Lozano, vice chairman of ImpreMedia, formed by a merger earlier this year between his family's Los Angeles daily La Opinion and New York daily El Diario La Prensa. "Hispanic print is probably the last great frontier for opportunity in the Hispanic media market."

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