Hoy Kicks Off Month-Long Celebration with McDonald's World Cup Promotion Innovative Wrap

CHICAGO, June 1 /PRNewswire-FirstCall/ -- Hoy, the nation's leading Spanish-language newspaper, with daily editions in New York, Los Angeles and Chicago, today kicked off its month-long World Cup celebration with an innovative McDonald's promotion. With the help of CMS Partners, McDonald's ran a high-impact specialty wrap of Hoy's New York edition. The colorful four-page advertising wrap, which includes a frequency card, introduces the FIFA World Cup Meal Promotion -- a special McDonald's customer loyalty program for the New York market.

"We have encouraged advertising agencies and clients to challenge us with innovative ways to reach consumers," said Digby Solomon Diez, Hoy Publisher and CEO. "Working closely with CMS Partners and McDonald's, we are proud to be part of creating a unique way to introduce McDonald's FIFA World Cup Meal Promotion to consumers."

As part of the special McDonald's promotion and the World Cup celebration kickoff, Hoy increased its daily New York circulation today by an additional 20,000 newspapers for a total distribution of 80,000. This is another successful example of Hoy working with advertisers to target specific consumers through innovative messaging. The McDonald FIFA World Cup Meal Promotion is just the first of many advertising sponsorships Hoy will run during its month-long World Cup celebration.

"We are always looking for new and innovative ways of getting our clients' message to the consumer," said Veronica Payan-Gonzalez, Managing Partner of CMS Partners, LLC in New York. "Hoy has great readership, an effective distribution system and a flexible and dedicated team committed to getting the job done."

Other advertisers sponsoring special Hoy World Cup coverage include Dodge, U.S. Cellular, Wells Fargo, XM Satellite radio and Time Warner Cable. During the month, Hoy will have complete and expansive World Cup coverage appearing in special sections, wraps and the daily sports pages. For daily game coverage, player profiles, editorial commentaries and team statistics, Hoy is the newspaper source for soccer fans who eat, breathe and read "futbol"!

Hoy is the country's only national Spanish-language daily, with a current average issue readership over 510,000 and a net average daily distribution of more than 170,000 copies across its New York, Los Angeles and Chicago editions. Hoy also publishes a weekend product, Hoy Fin de Semana, in Chicago and Los Angeles with a gross distribution of 411,000. (R2 2005 Scarborough New York Hispanic Custom Study (c) 2005; R2 2005 Los Angeles Scarborough Report (C) 2005; The Gallup Poll of Media Usage-Chicago (C) 2005) Hoy is published by Tribune Company (NYSE: TRB) , one of the country's top media companies, operating businesses in publishing and broadcasting. Tribune reaches more than 80 percent of U.S. households and is the only media company with television stations, newspapers and websites in the nation's top three markets. Visit http://www.hoyinternet.com/ or call (312) 527-8400 for more information.