April 11, 2007
Al Dia Strengthens Market position and Announces Additions to Senior Staff
Publication Hires Isaac Lasky as Director of Marketing; Launches New Positioning
DALLAS -- Al Dia, the leading and only Spanish language daily newspaper in Dallas/Forth Worth, has named Isaac Lasky Marketing Director and launched a new positioning statement.
Lasky, a marketing/communications veteran with extensive work in the United States and Mexico, is a native of Mexico City, Isaac has worked for companies such as Publicis, Moneygram, American Express, First Data Corp., Coca Cola, Dollars Direct, W.B. Doner and Co. In Mexico, he worked for CIFRA (now Wal-Mart) and with Anderson Clayton and Company. He has lived in the United States for the past 20 years, including the last five in the Dallas-Fort Worth area. He most recently was a marketing and management consultant with Legion Advertising in the Dallas/Fort Worth area.
Lasky has been very involved in National and local Hispanic community organizations. He is a Certified Public Accountant (CPA) from Universidad Nacional Aut noma de M xico (UNAM) and completed graduate course studies at Washington University in St. Louis, Mo. He has traveled extensively around the world and in Latin America working on various strategic marketing initiatives.
Gilbert Bailon, publisher and editor of Al Dia, said, "We are now extremely well positioned to expand our services and distribution in the area, serving the community and the advertisers with a terrific source of relevant and award-winning journalism."
"This and future additions to the staff will allow us to demonstrate our commitment to our intelligent growth strategy and our dedication to excellence," Bailon said.
Al Dia allows advertisers to obtain the widest distribution, daily frequency and offers home delivery to specific addresses in North Texas.
"Al Dia was already the advertising leader in Spanish newsprint in Dallas/Fort Worth. Small, medium and large businesses saw the benefit and impact of targeting their advertising efforts in this rapidly expanding segment of the population, not only in numbers but in buying power. The Hispanic market is proving to be an important fuel to the local economy and the impact of advertising has translated to benefits on the bottom line of our advertisers. Now we have to opportunity to bring on board new advertisers that need and appreciate the frequency of a daily," Bailon said.
Al Dia will continue to advertise, promote and sponsor relevant events like the job fair that took place at Mountain View College, a community college in Dallas, as well as a major health fair. Events like this and the more than 20 other events that are either sponsored by Al Dia or in which it participates demonstrates the commitment to community service and allows the participants to create a bridge that connects the newspaper with its consumers, face to face, allowing Al Dia to gain further insights and relevance.
Al Dia's new positioning reflected by the tag line "Tu Mundo A Diario" (Your World Every Day) attempts to encompass the essence of the business and to capture the readers attention and imagination, emphasizing the strength of the publication that delivers more than the literal meaning of the word "MUNDO (World)." "This phrase means more than our planet- it is our city, our culture, our stories, it means all the news and life style issues that are culturally relevant and important to our readers and to do it in a timely, objective and honest, daily fashion," Lasky said.
Additional information and the most current news can also be viewed at the award-winning Web site at http://www.aldiatx.com, a Web site providing the latest breaking news as it happens locally, nationally and internationally.
Al Dia is the most awarded, Spanish-language daily newspaper in Texas, with multiple honors from the National Association of Hispanic Publications, National Association of Hispanic Journalists, Newspaper Association of America, Radio Television News Directors Association, National Television Academy, Press Club of Dallas and the Texas Associated Press Managing Editors.
Al Dia, is published Monday through Saturday, has the largest CAC - audited daily circulation of 35,060 Monday-Friday and of 42,397 on Saturday in North Texas.
Al Dia is published by The Dallas Morning News, as part of Belo Corp., (NYSE: BLC) one of the Nation's largest media companies with a diversified group of market-leading television, newspaper, cable and interactive media assets. A Fortune 1000 company with 7,100 employees and $1.6 billion in annual revenues, Belo operates in some of America's most dynamic markets in Texas, the Northwest, the Southwest, the Mid-Atlantic and Rhode Island. Belo owns 20 television stations, six of which are in the 15 largest U.S. broadcast markets. The Company also owns or operates seven cable news channels and manages one television station through a local marketing agreement. Belo's daily newspapers are The Dallas Morning News, The Providence Journal, The Press-Enterprise (Riverside, CA) and the Denton Record-Chronicle (Denton, TX). The Company also publishes specialty publications targeting young adults and the fast-growing Hispanic market, including Quick and Al Dia in Dallas/Fort Worth, and El D and La Prensa in Riverside. Belo operates more than 30 Web sites associated with its operating companies. Additional information is available at www.belo.com or by contacting Carey Hendrickson, vice-president/Investor Relations & Corporate Communications, at 214-977-6626.
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