Denver Newspaper Agency to offer free Spanish weekly

Rocky Mountain News

Published October 10, 2006 at midnight

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The Front Range will get a new Spanish language magazine next week when the Denver Newspaper Agency begins distributing Viva Colorado to areas with a high concentration of Hispanic residents.

The free weekly, which will publish on Thursday, aims to appeal to a broad audience by featuring entertainment news at the front of the publication.

It will be distributed via single-copy outdoor racks and in retail outlets in cities stretching from Greeley to Pueblo.

"This is something that our advertisers have asked for," said Matt Baldwin, director of market resources for the Denver Newspaper Agency.

The DNA oversees the business operations of the Rocky Mountain News and The Denver Post.

The 44-page color tabloid will debut Oct. 19. The agency will deliver it to a sampling of households as a way of promoting it.

Tom Botelho, the DNA's vice of president of marketing, said the publication aims to reach the growing Hispanic market in Denver, where one in every five residents is Hispanic.

The publication also targets newer residents, who are far more likely to read Spanish-language publications than residents who have lived here for a decade or more.

Advertisers who have signed on to the concept include Macy's, King Soopers and Comcast.

The Denver Post will produce local news to supplement syndicated content on entertainment, news, sports and family features.

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