Newspapers: Puerto Rican paper starts edition in Fla.

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Puerto Rico's largest daily, El Nuevo Dia, is making its first foray into the mainland U.S. Hispanic market with the launch Sept. 2 of a daily Spanish-language version of El Nuevo Dia in Orlando, Fla.

Orlando's Hispanic population of 300,000 includes 172,000 Puerto Ricans, said Antonio Luis Ferre, VP-business development at Grupo Ferre-Rangel, owner of El Nuevo Dia. The 20,000 circulation daily will combine local and Puerto Rican and Latin American content, and target both U.S. advertisers and clients from the Puerto Rican paper, said Jaime Segura, general manager of El Nuevo Dia in Orlando. American Airlines and Banco Popular have already bought ads, he said. C-Com Group, Miami, is handling the launch strategy, media buying and promotion and overseeing a TV, radio and billboard campaign created by DLC, Miami.

Also this month, Tribune Co. in Chicago replaces its Spanish-language weekly Exito! with a local, 60,000-circulation edition of Hoy, a Spanish-language daily the company launched in New York in 1998.

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