Source: Editor & Publisher
By Mark Fitzgerald
CHICAGO Betting that the key to the success of a Spanish-language paper is targeted home delivery, the Fort Worth (Texas) Star-Telegram is merging its two Spanish-language newspapers into one publication dropped on doorsteps.
“I think as much as think as much as we focus on content — and content is king — we lose focus on distribution, and here in this case distribution is the prince,” Star-Telegram Publisher Gary Wortel said in a telephone interview Thursday.
The Star-Telegram publishes two free Spanish-language papers during the week.
La Estrella is a traditional newspaper with hard news and sports coverage of Dallas-Fort Worth and Mexico. The 14-year-old newspaper, which was briefly a five-day daily and returned to weekly publication last year, is distributed almost entirely through racks.
La Estrella En Casa is an entertainment-oriented, eight-page publication that is delivered on weekends to 100,000 households in Hispanic neighborhoods of Dallas-Fort Worth. The paper was launched last May, and has been a big hit with advertisers, Wortel said.
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