The delivery program comes on the heels of a joint distribution agreement between the two publications to insert 110,000 newsstand copies of the Times into La Opinion. The bundled papers sell for 35 cents, the same as the single-copy rate for La Opinion.
The 73-year-old paper is 50% owned by the Times' parent Times Mirror Co. Lozano Enterprises holds the other 50%.
START AS NEWSSTAND PROMO
"To reach bilingual households we agreed to insert the L.A. Times into ours to increase penetration for both newspapers," says Miguel Pereira, director of marketing for La Opinion. "Initially, it was a nine-week [newsstand] promotion meant to end Oct. 2."
He says La Opinion's home delivery option is a landmark offering.
"The market has been demanding home delivery for quite a long time and now we are able to offer it marketwide by piggybacking on the delivery of the Times," Mr. Pereira says. "Thanks to this agreement with the Times, we expect to have significant gains in penetration and readership."
To back the newsstand insertion, La Opinion created an aggressive umbrella campaign that includes an animated TV spot, radio, bus shelters, event marketing and Internet banners.
The campaign is titled "Para todos y cado uno" which means "For each and every one."