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While other newspapers targeting Denver’s Latino community have come and gone, La Voz has survived (though not always flourished) for 30 years now. It has traditionally been aimed at Denver’s long-standing Latino residents as opposed to recent immigrants, carrying stories in both English and Spanish and focusing on local news instead of the Spanish-language coverage of Latin American sports and politics found in some other publications. But this Denver institution appears ready for change, as it has hired a media broker to seek a national buyer or investor.
This appears to be the start of the latest chapter in the ongoing efforts by national companies to “reach the Hispanic market.” In radio, this has led to an increased number of Latino-themed stations, many of which are carbon copies of each other. Locally, Denver’s Radio Tricolor (92.1 FM), Radio Romantica (96.5 FM), and La Consentida (1090 AM) are all formats that Entravision Communications runs in other cities as well. If this form holds in print media, La Voz might become even more financially successful, but at the cost of losing its distinctive local character.
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