Friday, September 19, 2008

Spanish-language free daily starts in Boston

A successful free Spanish weekly newspaper in the Boston area, "Siglo 21" (translation: 21st Century), became a free daily on Monday, Sept. 15, to coincide with Spanish Heritage Month.

"We see a need to reach the larger Hispanic community in the area with a daily," Siglo 21 owner Victor Manuel Gonzalez Lemus told the Boston Globe. (Photo by Erik Jacobs for the Boston Globe.)

This week, Siglo21 will start a promotional blitz on local Spanish television and radio to promote the new daily.

Siglo21 is currently distributed in newspaper boxes, restaurants and mom-and-pop businesses. Lemus said he plans to have more newsstands in apartment complexes in Lawrence, Lowell, Andover, and Salem, N.H.

To publish several times a week, Lemus told the Globe will boost his staff of 22 with more reporters. To keep costs down, he plans to publish only 5,000 copies on Mondays, Tuesdays, Wednesdays, Fridays, and Saturdays. On Thursdays, the run increases to 10,000 and will be distributed throughout Massachusetts, Rhode Island, and New Hampshire.