|Logo for Miami Herald's new free Spanish-language tabloid.|
UPDATE x1: A Herald insider tells me that last week "the building was plastered with the cheesiest imaginable cover mockups, all in bad taste." As a Hispanic he says he was "offended at the blatant appealing to stereotype --women with the biggest hips story & pix, big women in bikinis with boobs hanging out." When he and his colleagues first saw the posters plastered on bathroom doors and in hallways, they thought it was a joke.
UPDATE x2: Here's a prototype of Caliente that I just received.
|Box in lower right-hand corner invites readers to |
"Meet the woman with the world's largest hips."
Click here to enlarge.
On Friday, Miami Herald publisher David Landsberg sent out an email to the newsroom announcing that the paper had come up with a new publication that will pander to the Herald's most neglected and overlooked demographic: Hispanics.
It's a natural. After all, the Herald already has a magazine for rich, white people...so why not Hispanics?
What's next? A magazine called "The 'Hood?"
Here's the email:
From: Landsberg, David
Date: Fri, Sep 6, 2013 at 7:26 PM
To: MIA All Herald Users
We are excited to announce that beginning Sept. 18, The Miami Herald Media Co. is launching Caliente, a free Spanish-language tabloid, and a fresh idea for our market.
Stories are short, photos and graphics large and vivid. It will be interactive & fun because we will ask readers to participate. Our website will be calientesemanal.com. [Not yet live.]
Our initial launch, at nearly 70,000 copies, will go to homes and businesses and be placed in racks in selected zip codes in Hialeah and Little Havana. We'll share further details on the launch shortly.
[NOTE: GIF was not a part of Landsberg's original email.]
"Stories are short, photos and graphics large and vivid. Futbol y beisbol. And a bikini model." Ay, caramba! Talk about stereotyping. What could possibly go wrong with this?
One thing is certain; this can't possibly be surpassed on the Pandering Scale.