Los Angeles Times, La Opinión Will
Discontinue "Bundling" Promotion
LOS ANGELES, Aug. 21, 2000 --
The Los Angeles Times and La Opinión newspapers announced
today that they will cease bundling the two newspapers and selling
the combined package at La Opinión news racks and retail
outlets, effective Sept. 4, 2000.
Both newspapers mutually agreed to end the bundling arrangement,
which was part of a year-long marketing and distribution promotion,
and focus on expanding home delivery of the combined newspapers.
"The bundling agreement with La Opinión was an
excellent way to expose The Times to new readers," said
John Puerner, publisher of the Los Angeles Times. "We
will continue to sell The Times throughout the market, but
focus on home delivery, which has the greatest potential for
long-term circulation growth."
"We enjoy a close working relationship with The Times
and we are excited by the obvious success of the year-long
distribution program," said Jose Lozano, publisher, La
Opinión. "Now we will re-deploy the resources
we used for the bundling project to take advantage of the
opportunities we now see in the home-delivery market."
Both newspapers said that concerns about meeting Audit Bureau
of Circulations (ABC) reporting standards with the bundled
product were part of the decision to end the marketing and
Single-copy buyers of The Times and La Opinión will
now pay the regular price of 25 cents for each newspaper in
selected areas. During the bundled newspaper promotion, readers
paid 35 cents for the combination package.
"Purchasers of the final bundled editions will be receiving
offers for combination subscriptions to both newspapers,"
said Lozano. "We will continue working closely with The
Times in a joint program to promote home delivery subscriptions."
Founded on September 16, 1926, in Los Angeles, La Opinión
is the nation's largest Spanish-language daily newspaper.
It circulates throughout the five-county Southern California
area and reaches more than 600,000 readers each day. The newspaper
posted an 11 percent increase in daily circulation figures
during the last year for the second audit in a row and an
8 percent increase in its Sunday circulation for the period
ending March 31, 2000 (source: ABC Audit). Tribune Publishing
Company owns 50 percent of Lozano Communications Inc. More
information on La Opinión is available on the Internet
The Los Angeles Times, a Tribune Publishing Company newspaper,
has won 24 Pulitzer Prizes and is the largest metropolitan
daily newspaper in the country. It publishes four daily regional
editions -- covering Los Angeles metropolitan area, the San
Fernando Valley, and Orange and Ventura counties - as well
as the National Edition.
Tribune Company (NYSE: TRB) is a leading media company with
businesses in 23 major U.S. markets, including 18 of the top
30. Through its television and radio broadcasting, publishing
and interactive operations, Tribune reaches nearly 80 percent
of U.S. households daily. Tribune Publishing is the third-largest
U.S. newspaper group in circulation. More information on Tribune
is available on the Internet at www.tribune.com.