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‘Hoy’ Joins Google Print Program

The Chicago and Los Angeles editions of the free Spanish-language daily Hoy have signed up to participate in Google Print.

The AdWords extension allows advertisers to use an online interface to buy ads in more than 600 newspapers, including the Chicago Tribune, the Los Angeles Times and the Baltimore Sun, writes MediaPost.

Most of the Google Print inventory so far has, similar to the situation with Google Audio, been limited to remaindered or leftover ad space that the publishers are eager to offload, at any price.

Google hopes to use Google Print and Google Audio to tap into small and local advertisers that have not chosen to do much radio or print advertising. In the case of Hoy, which is distributed by the Tribune Company, the company hopes to lure smaller Hispanic businesses that cater to concentrated local markets.

Hoy is expanding more deeply into Chicago’s suburbs, where the Hispanic population is booming. Early this year, Hoy sold its New York edition to ImpreMedia LLC, publisher of El Diario, Vista and other Spanish-language papers.