SU GUIA, Passaic, N.J.

Spanish weekly gets an upgrade

Creative Circle takes niche product to more upscale Hispanic demographic


When we were asked to redesign Su Guia, we knew we had to make sure the publication took its readers more seriously.

One thing we've learned in helping dozens of papers with niche products is that immigrant audiences are aspirational. They might shop at Walmart, but they think of themselves shopping at Target. The fact that these readers – or their parents – left their home countries to come to the United States means they are at least trying to be upwardly mobile.

One big mistake many newspapers make is to think immigrant audiences are not that sophisticated. They decorate their pages with lots of silly graphics and over emphasize sports, entertainment coverage and crime news. In reality, these audiences appreciate more upscale approaches because that's how they picture themselves.