New Latin paper plans to go daily

The paper only launched in June - and newspaper advertising hasn't exactly been robust lately - but Multimedia Nova founder and publisher Daniel Iannuzzi still plans to take his new thrice-weekly Spanish-language newspaper, Correo Canadiense, daily by the fall of 2003.

The paper only launched in June – and newspaper advertising hasn’t exactly been robust lately – but Multimedia Nova founder and publisher Daniel Iannuzzi still plans to take his new thrice-weekly Spanish-language newspaper, Correo Canadiense, daily by the fall of 2003.

‘We’ve started testing ideas on the market on a tri-weekly basis right now,’ says Iannuzzi, ‘and we’re maintaining distribution in the Southern Ontario markets and greater Toronto.’

For now, the European-format newspaper (same width as a daily newspaper, but shorter in length) appears at doorsteps and newsstands on Mondays, Wednesdays and Fridays.

Although the paper generally carries coverage of the roughly 20 countries that help comprise Latin America (including Argentina, Chile, Ecuador and other countries), some 20% covers events and news in Canada as well.

From there, it goes into a per day/content split: 30% of the paper’s coverage on Mondays focuses on sports; 30% on Wednesdays focuses on family and homes; and on Friday, 30% is dedicated to entertainment. On average, the publication is 20 to 24 pages long.

For now, the paper maintains a Greater Toronto Area focus, but distribution does stretch southwest to Kitchener-Waterloo, Ont. and as far east as Oshawa, Ont. Circulation is currently averaging at roughly 12,000 readers.

Correo Canadiense has a younger audience than its Italian sister publication, Corriere Canadese, or its Portuguese equivalent, Nove Ilhas, says Iannuzzi. The paper largely targets the 20 to 34 age bracket, comprised mostly of singles or young couples. Generally the readers are apartment dwellers, with an average household income of $37,000 to $38,000 who are college- or university-educated.