Starting a paper from scratch just got a little easier for one well-established publishing company in the South Puget Sound area.
Swarner Communications, publishing niche products from Lakewood, Washington since 1951, has secured the rights to publish the Spanish Language Fronteras franchise for the Puget Sound area, announced Ken Swarner, publisher.
Franchise newspapers are well known in the classified publishing arena, but not for general or niche newspapers.¬† In this arrangement, Swarner Communications creates local news content, sells advertising then sends the pieces to Mexico City for translation.¬† The product then arrives back here in ready to print form with international and national news added.
Fronteras has succeeded across the country because news stories arrive from 15 different locations in Latin America and then blend seamlessly with local content provided by publishers operating close to their markets.
The art design is also stellar.
“It’s the perfect arrangement for us,” Swarner said.¬† “Our partnership with Universal Press Syndicate and Danilo Black of Monterrey, Mexico allows us to cover international and local news in Spanish packaged perfectly to the tastes of Hispanic readers.”
There are roughly 25 newspapers across the United States that publish Fronteras editions including the San Jose Mercury News and the Columbus (Ohio) Dispatch .
“With Fronteras we serve our customer needs better by having a product that reaches the Hispanic market, and the ad revenue boosts overall profit,” said Steve Weimer, general manager for Fronteras at Contra Costa Times.
Swarner said his Fronteras edition will debut July 11 and publish every other week to start with a circulation of 10,000 copies.¬† Initial distribution will span from Federal Way to Tumwater.
Swarner Communications publishes the Fort Lewis Ranger and NW Airlifter newspapers, the NW Veteran, several event guides, and the Weekly Volcano, the South Sound’s entertainment and lifestyle paper.