Along with suburban markets, the Denver Newspaper Agency also is targeting Colorado’s quickly growing Hispanic market and the media-savvy youth demographic.
In November, the DNA launched El Comerciante, a biweekly advertising circular mailed directly to 75,000 Hispanic households in metro Denver.
This summer, it will roll out Bias, a multimedia venture consisting of a biweekly magazine, an interactive website and a series of parties and events announced to readers via text messaging. The website, www.biasdotcom.com, is already operating.
Designed to appeal to 21-to 34-year-olds, the content of Bias promises to be racier than readers see in the two metropolitan dailies.
Last fall, the Boulder Daily Camera launched Dirt, a publication aimed at Boulder’s thousands of college students. The free paper is reaching 54 percent of Boulder 20-somethings, according to the Camera.
Kirk MacDonald, DNA president and chief executive, declined to detail other new niche products the DNA plans to launch but said more are on the way.
“In the end, all we’re focused on is how we can expand our audience across multiple platforms beyond our primary newspapers,” he said.
