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MailTribune.com
  • Growth for local Spanish-language tabloid

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  • In the hands of new owners, a local publication spreads its wings
    Compra & Vende, a monthly Spanish-language tabloid, has new owners who plan to spice up the shopper's advertising by sprinkling in news and information in its tabloid columns.
    We thought this was a good move because the Hispanic community is growing exponentially here in the Rogue Valley, says Allen Quiros, who along with his wife, Ruth, recently bought the fledgling enterprise from founder Francisco Vallarta.
    Many people have certain limitations, and language is one, Quiros says. We thought it would be good to be a bridge between local commerce and many families that don't get involved because of the language. We thought having a newspaper or any publication in Spanish would be a good way to go in this community.
    Vallarta launched the 3,500-circulation publication last summer and quickly built up monthly billings to between &
    36;3,500 and &
    36;4,000 a month. He says production costs were about &
    36;700 with postage costing another &
    36;450.
    It grew enough that it needed two people to run it and I didn't want to get into hiring people, Vallarta says. I was building pages, designing ads, taking pictures and getting new customers.
    — One thing he didn't do well, however, was handle a computer, and that's what led him to Quiros, a computer lab assistant at South Medford High School.
    He thought taking care of the business would be a good idea for us, says Quiros, 30, a native of Costa Rica.
    He's keeping his day job and attending Rogue Community College's night classes, but will devote weekends and other odd hours to publication. Ruth Quiros, 26, is a South Medford High School graduate. She taught English as a Second Language in Costa Rica and worked for La Clinica del Valle the past two years.
    Once you are bilingual, tons of people need you, she says.
    She says the shopper has about 50 clients under contract for display ads running &
    36;49.50 for a 16th of a page to &
    36;649 for a full page. Compra & Vende has aggressively added to the classified columns as well.
    We put the word out and people had things they wanted to sell, she says. Some of the car dealers have put in classifieds, too.
    The publishers broke new ground in incorporating a health care article and followed up with a timely story on taxes and plan to including activities for kids in the future.
    We're still in the baby stages and trying to get a good foundation, Ruth Quiros says.
    run the gamut from grocery stores and party shops to auto dealers and cell phone retailers.
    The publication is produced at Accurate Design on Crater Lake Avenue and printed by Valley Web on Stowe Avenue for distribution the first three days of the month.
    The Quiros hope to expand into Josephine County this summer and to boost their page count to 14 by the end of the year.
    If we prosper that means the businesses are prospering, and there are a lot of local businesses, she says.
    Business card:
    Name: Compra & Vende
    Service: Spanish-language shopper publication
    Phone number: 608-7023
    Owners: Allen and Ruth Quiros
    E-mail: odyssey2001@ccountry.net
    Distribution sites: Thuderbird, Food 4 Less, La Burrita, La Clinica Del Valle, Estrella, Las Novedades, El Gallo, Tapatio, Sport Audio, Muebleria Uruapan, Solorio's Jalisco Video.
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