NEW YORK (AdAge.com) -- U.S. Hispanic newspaper group ImpreMedia is putting a digital expert in charge of the company's bilingual magazine Vista with the appointment of Liz Sarachek Blacker as publisher. Ms. Blacker, who has been senior VP-digital sales for the company's online division, ImpreMedia Digital, for the past two years, will add the publisher's job to her current online role.
"In selecting Liz to lead our publishing activities for Vista along with advertising for our digital properties, we recognize the great advantage to deliver across medium," said Monica Lozano, senior VP of publications for ImpreMedia and publisher-CEO of Los Angeles daily La Opinion.
Vista, published six times a year, is distributed through the group's newspapers and has a rate base of 900,000. ImpreMedia bought the 25-year-old Hispanic title in 2006 and will try to give new life to the legacy brand, ramping up the digital platform and increasing the number of issues to six this year from five last year.
In 2008, Vista's ad revenue was down by 11.2%, according to Ad Age's Hispanic Fact Pack ranking of the top 25 Hispanic magazines, seven of which had closed by early 2009. Last year most Hispanic magazines saw double-digit drops in both ad revenue and circulation, according to the Magazine Publishers of America's PIB report, although PIB doesn't include Vista.
The publisher's post has been vacant since Cathleen Farrell, who was named publisher last year, left. Before joining ImpreMedia, Ms. Blacker worked at Yahoo's Hispanic division, The Wall Street Journal Americas and Fortune Magazine Latin America, and she is a founding member of the Internet Advertising Bureau's Hispanic Committee.