New publications try to speak to Latino community needs

Publishers try to fill gap in information on local issues, entertainment

July 14, 2005
By Sheila B. Lalwani

Some people picking through Las Noticias Latinas might notice articles written in English and Spanish and conclude that it's a savvy business model. Others might read Onda Latina, a Spanish-only entertainment magazine, and think the same thing.

Las Noticias Latinas, or the Latin News, is a new newspaper now hitting stands in grocery stores, social organizations and churches throughout Racine, Kenosha and Milwaukee counties. "Onda Latina" is a magazine that also is published in Kenosha and is distributed in Milwaukee, Racine, Kenosha counties and parts of Illinois.

Both publications are betting that they can take advantage of a virtually untapped and booming market: Latinos make up the fastest growing minority group in the state, and their buying power is strong.

"I knew there was a need for a Hispanic newspaper," said Brad Jantz, who started the Latin News five months ago. "I knew people would want that information."

"We wanted to do something for our community," said Claudia Garcia, publisher of Onda, which first came out four months ago.
Launched from home

With a love for Latin culture and a working knowledge of Spanish, Jantz launched Las Noticias from his home in Kenosha and works with his girlfriend, Christy Rauwerda, and Veronica Mancheno-Robinson, both of Kenosha.

The 16-page monthly newspaper bears each of their signatures: Jantz focuses on finding advertising and sales; Rauwerda designs, photographs and reports. Mancheno-Robinson translates.

Garcia and partner Felipe Miranda also have a small staff. It's basically the two of them. Everybody scouts for story ideas and promotional plans. Everybody writes.

"Designer, reporter, sales and distribution. It's a lot of work, but wow it's fun," Rauwerda said. "If they need it, I do it. I'm my own editor. I can't slack off on anything."

Garcia said, "We've had a lot of response."
Growing minority group

With roughly 15,000 Latinos, Racine County has the second largest Hispanic community in the state behind Milwaukee County. Latinos have become the largest minority group in nearby Walworth County.

Las Noticias distributes 1,000 copies and joins an array of Latino-focused periodicals in the area, including the Hispanic Chronicle out of Racine and El Conquistador out of Milwaukee. El Conquistador is distributed throughout Racine and Kenosha counties. Onda Latina focuses on entertainment news.

Also, Community Newspapers Inc., a subsidiary of Journal Communications, launched Aquí! Milwaukee, which translates to "Here! Milwaukee," in May. Journal Communications also owns the Journal Sentinel.
Ethnic publications in state

Ethnic publications are part of Wisconsin immigration history, but the industry has evolved over the years, said James Danky, a professor who teaches a journalism course on mass media and minorities at the University of Wisconsin-Madison.

German and Polish immigrants had newspapers written in their languages, Danky said. Newer, ethnic publications, he said, point to a larger reality: The Latino population is booming in small and large cities, and focused publications in Racine and Kenosha want to distinguish themselves.

"In this case, it's about the eternal battle of smaller cities like Racine and Kenosha against the behemoths like Milwaukee and Chicago," Danky said.

Even though publications offer English and Spanish, Danky said, Latinos want to be marketed to in Spanish.

"It's the fundamental test of respect," he said. "If you don't Latinize, you lose part of that market."

Source: Milwaukee Journal Sentinel