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Viva new york and Vista offer a tale of two Sunday newspaper magazines.

Viva New York, a 7-year-old supplement to the Daily News, puts 480,000 bilingual tabloids into the English-language newspaper on the last Sunday of every month. Vista debuted in 1984 from Hispanic Publishing Co. and puts 1.2 million bilingual copies into 32 Hispanic newspapers nationwide each month.


While both have found their niche, both are hamstrung, their principals say. Viva is leery of growing beyond New York; Vista is cautious about even considering increasing frequency to weekly.

In the meantime, they've created successful models in their respective roles.

They're not alone. Other papers have created weekend or Sunday supplements. Some, like Pasa Tiempo in Albuquerque, Viernes in Miami's El Nuevo Herald and La Opinion Para Ti, a partnership between La Opinion and the Los Angeles Times, offer those markets' readers weekend entertainment and lifestyle guides.

For media buyers, a national buy beyond Vista means hop-scotching across the country or tapping national magazines, which have blossomed in recent years, says Carlos Cintron, president of MediaWorks, a San Antonio-based ethnic media buyer.

Mr. Cintron, for one, would like to see something easier.

"It makes it somewhat difficult by default," he says.


Change is not likely to come soon, but for an advertiser seeking to buy into local markets, many are well served, Mr. Cintron says.

In the New York market, Viva's issues are themed and it creates local sponsorships for events such as June's Puerto Rican Day Parade.

"If we had a national publication, we couldn't bring in those local dollars," says Ralph Paniagua, president and co-publisher of Viva, who adds that ethnic differences across the country would require "regionalization" of any expanded publication.

On the other hand, Vista -- likened to Parade in the general market -- has sales offices dotting the nation. It has tapped such advertisers as Allstate Insurance, State Farm Insurance Co., U.S. Army, Ford Motor Co., J.C. Penney Co., GTE Corp., Glaxo Wellcome and DaimlerChrysler's Jeep.


While the market for Hispanic print has been on the rise lately, marketers are not yet ready to support a jump to weekly publication, admits Vista Publisher Gustavo Godoy.

He says the between Univision and Telemundo TV networks, local market radio, some 1,200 weekly and daily Hispanic newspapers and a recent spate of national consumer magazines, budgets amounting to around 2% of the overall marketing expenditures in the U.S. are not ready to support greater frequency -- at least for Vista.

"I don't think that today, in 1999, the market is ready for that," Mr. Godoy says. "The budgets are not up to par to make it work."

Mr. Godoy remains increasingly bullish on the Hispanic print market. Ten years ago, advertisers "would not touch Hispanic," he says. Today, they have recognized the growth in the segment and are keenly interested in tapping the population.


The future is strong for those Hispanic supplements that watch the market and audience closely, says Raul Lopez, national advertising director and acting Hispanic advertising director with Knight-Ridder Newspapers' The Miami Herald and El Nuevo Herald.

El Nuevo Herald carries the weekly Vida Sociale supplement and this summer will start carrying Sunday English-language coupon inserts from Valassis Communications.

Mr. Lopez warned against publishers launching or expanding expensive products like Sunday supplements before advertiser commitment. His publication has not launched its own supplement, instead running Vista each month.

"There's been a lot more focus on Spanish-language print lately," says Mr. Lopez. "The trick with anything in Sunday supplements in newspapers is being

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