Chicago – Diario de Mexico USA, founded in 2002 as the U.S. edition of a Mexico City-based daily will begin circulating in Chicago and its suburbs starting in the second week of August, defying the overall decline of the print media.
"We're accustomed to fighting giants," the executive director of Diario de Mexico USA, Teresa Cabrero, told Efe in an interview.
With the experience acquired over eight years in the New York metropolitan area, where the main competitor is the venerable El Diario-La Prensa, the publishing firm feels that it is in shape to compete in other markets with large populations of Mexican origin.
According to Cabrero, the first step will be Chicago with a daily edition in Spanish from Monday to Friday that will be sold for 50 cents in the Mexican neighborhood of Little Village and in suburban Cicero, where 87 percent of the population traces its roots to Mexico.
In this area it must face the competition of free products published by powerful newspaper chains, including the weekly La Raza belonging to ImpreMedia and the daily Hoy, published by Tribune Co.
"We're going to go against all the predictions, but we have the product to triumph," Cabrero said.
La Raza and Hoy have tried to segment the market to reach a mainly Mexican public, but just like other newspapers which are published in paper editions in the United States they have had to downsize due to the loss of readership and ad revenue.
Both publications currently are emphasizing their online editions and the social networks as a means to publicize their news products and videos.
The economic crisis also has resulted in the fact that to save on costs, the Chicago Sun-Times will use the printing facility of the rival Chicago Tribune.
Cabrero said that the New York edition of Diario de Mexico USA, which will be the basis for what is published initially in Chicago, has had an annual circulation growth of 35 percent.
"We know how to do it and we're sure that there's no similar product in Chicago, whether it's on the written or digital level, or in television or radio," she said.
Cabrero said that Diario de Mexico USA will not be distributed free because experience dictates that "a reader who is seeking a specific product values more the information that is not available in other media."
Initially, 2,000 issues will be published in Chicago, but that number will be increased to 6,000 during the first year. Each edition will ultimately have 24 pages.
The editorial and advertising content will be a combined effort on the part of New York, the central editorial bureau in Mexico City which will provide information about that country and the design, and a "small team" of editors and sales personnel who will work out of Chicago.
According to Cabrero, Little Village and Cicero will be the "testing ground" where there will be newspaper vendors, distribution boxes and sales points in stores.
"We have very rapid growth plans, and the next step would be the growing Mexican community in cities along the Illinois border with the neighboring state of Indiana," she said.