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La Oferta Review: A Proud Family Tradition

NCM Profile

NCM, Martin Espinosa and Catherine Black Posted: Sep 30, 2003

Since 1978, Franklin G. Andrade, the publisher of La Oferta Review, and his wife Mary have proudly brought bilingual news to the South Bay Areas growing Latino community. La Oferta (www.laoferta.com) is a bilingual weekly newspaper that targets a Latino market primarily within Santa Clara and San Mateo, Contra Costa, Alameda and San Francisco Counties. With its sister publication, El Vistazo, the papers claim a combined CVC audited circulation of 110,000.

Andrade started out selling newspapers for a nickel on San Francisco street corners in the 1940s. He was a newspaper carrier for both The San Francisco Examiner and the Chronicle and later worked in subscription sales for the Examiner and Mercury News. After leaving the Mercury News, Andrade and his wife decided to put out an advertising coupon book, which later became La Oferta Review when Marya noted author on cultural traditions of Mexicostarted incorporating editorial content.

At the time, there was no one else bringing news to this community, says Andrade. San Jose was still surrounded by fruit orchards and people were hungry for information about their homeland, in their own language.

This head start in publishing for the South Bays Latino audience may explain La Ofertas successful stand against Knight-Ridder and Gannett-backed competitors El Nuevo Mundo and El Sol de Salinas. We know the people better than they do, he says.

The continuous growth of both San Joses increasingly prosperous Latino community and La Oferta Reviews circulation figures and ad sales is, for Andrade, a clear indication that he is serving his community well. This symbiotic relationship has remained strong, even in the discouraging economic scenario of 2002, which saw San Joses technology-dependent economy suffer a near-collapse.

The Andrades recently added Vamos!, an arts and entertainment insert, to both papers, drawing on their longstanding love of Mexican culture. Their regular reporting on Mexican traditions has won the Andrades recognition from the Mexican government itself. It also capitalizes on the strong appeal of popular culture for younger Latino audiences.

Despite its growth, the newspaper staff remains anchored by the Andrade family, with daughters Veronica and Tatiana building the operation as Advertising and Promotions Manager and Operations Manager. La Oferta is a success story that illustrates the strengths of family owned and operated ethnic media outlets. The company now owns the two-story building in which it operates, says Andrade with pride. Quite an achievement when you consider that we started out publishing the paper from my bedroom.

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