The Independent says it is the first UK news brand to launch a Spanish-language website, catering to an estimated 43 million Spanish-speakers in the US alone. Independent en Español aims to engage with an extensive global audience and build deep loyalty with readers, responding to consumer demand for trusted premium journalism in Spanish, while addressing an appetite from brands to partner with The Independent to reach this attractive readership at scale, say the publishers.
The population of Spanish-speakers in the US, including those who also speak English, has been growing rapidly since 2010. According to recent data from the Selig Center for Economic Growth, Hispanic consumers have a buying power of $1.5 trillion – larger than the GDP of Australia, and a 212% increase in a decade.
The Independent says it has established a competitive position in the US, its largest market since 2016, and readership continues to rise in line with the growing interest in trusted political news and analysis ahead of the election in November. Independent en Español will provide the Hispanic community, the largest minority group in the electorate, with coverage across the news cycle, including the election.
At launch, articles will be translated and curated by journalists in North America, drawing on the articles written by The Independent’s staff around the world, and supplemented for the particular interests of its Spanish-speaking readers. The Independent is growing its editorial presence on the ground in the US, adding a Los Angeles newsroom to existing staff from New York and Washington DC to the West Coast. As the brand develops, there will be further expansion into video output and live blogs, say the publishers.
The launch of Independent en Español, which will be owned and operated by Independent Digital News and Media, adds a fifth language to a portfolio of Independent-branded websites in languages other than English, with licensed partnerships already offering the title in Arabic, Turkish, Urdu and Farsi, and with further language and regional growth in the pipeline for 2020 and beyond.
Christian Broughton, Editor of The Independent, commented: “The Independent stands with communities of all ethnic backgrounds as an authentic, caring and campaigning voice. The launch of Independent en Español demonstrates our commitment to delivering truly independent journalism across the world, covering geographies and subjects that mean the most to loyal readers everywhere.”
Zach Leonard, Chief Executive Officer of Independent Digital News and Media, said: “Independent en Español brings a unique opportunity for brand and audience extension by building on our heritage as a truly trusted news brand – but engaging in the Spanish language and a relevant, curated context. The site will add valuable reach with low audience duplication compared to other US titles, and offers marketers a new platform to engage with premium Hispanic audiences.”
John Paton, Chairman of Independent Digital News and Media, added: “We are proud to be the first UK news brand to launch a Spanish-language website in the US market, allowing us to engage and connect with the Hispanic community on a greater scale. Since creating the US Hispanic engagement platform ImpreMedia, which reaches over 31 million users per month worldwide, I have developed a deep understanding of how to cater to the extensive Hispanic audience. As The Independent platform continues to grow globally, our ongoing commitment is to deliver premium and trusted content to our readers every day.”
