Posted by: twotrees | March 9, 2008

Adios Mi Estrella

The Ventura County Star announced today that the last edition of Mi Estella hit the streets yesterday (http://venturacountystar.com/news/2008/mar/09/no-headline—nb1bottomfeeders09-fc/). (note the title of the link – bottomfeeders).  In it’s place will come later this month Frontera, a new pub targeting the spanish speaking population of Ventura County.  Not known is if the Star did the research to find out why Mi Estella failed and how to get local latino consumers to become regular readers of any spanish language newspaper on a regular basis.  While newspapers are an important staple of every foreign latin metro area I’ve visited, it’s a different story here in the U.S. and especially along the west coast.  With over 45% of LA’s 9.3 million residents claiming hispanic or latino origin, the largest spanish language newspaper there claims a readership of less than 500,000 – or less than 12% penetration of that audience.  Buena Suerte!

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