Ads for advertisers.

Hoy, the Spanish-language newspaper owned by Tribune Co., has a new advertising campaign that targets both readers and advertisers.

Titled "Pagina a pagina, Hoy es parte de mi" (Page by page, Hoy is part of me), the campaign will run in both English and Spanish in the three markets where Hoy has a presence--New York, Chicago and Los Angeles.

Normally, ads for advertisers appear in the trade press, while ads for readers appear in mass media. The Hoy campaign blurs that distinction, a novelty Hoy promoted by unveiling the spots at an industry show, the Association of Hispanic Advertising Agencies Convention in Chicago on April 25-27.

Four TV spots in both languages focus on how Hoy plays a role in reader's daily life, such as a wife who uses a shopping supplement to plan her weekend or a grandson who reads about soccer scores and shares them with his grandmother. The commercials will appear on Tribune-owned KTLA-TV (Channel 5) in English and Telemundo and Azteca America stations in Spanish.

"We want to show advertisers how our unique relationship with our readers and our reach of the Hispanic market is," said Javier Aldape, general manager and editor of Hoy Los Angeles. "Expressing the emotional connection Hoy readers have with the paper is a key message for our advertisers."

Tribune Co. also publishes the Los Angeles Times and the Chicago Tribune.