Spanish Dailies Face Off in Dallas

DALLAS Knight Ridder hopes the extension of its decade-old La Estrella to five days of publishing from two will give advertisers a “powerful tool” to reach a growing constituency in the Dallas/Fort Worth area, according to the newspaper’s publisher, Javier Aldape.

The Spanish-language paper, which is owned by the parent company of the Fort Worth, Texas-based Star-Telegram and will go by the name Diario La Estrella, will launch with the new frequency Sept. 2. Later that month the paper’s chief rival, Belo’s Dallas Morning News, will launch its Spanish-language publication, Al Dia [Adweek, July 14].