Spanish Daily Set to Make Pitch to Readers in Dallas

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The Dallas Morning News is looking for a shop to tout its new Spanish-language daily, a vehicle its parent, Belo Corp., hopes will capture readers and advertisers from the area’s Hispanics, about a quarter of the total population.

Contenders for Al Dia’s creative and media duties are independent Ornelas & Associates, Publicis Groupe-backed Moroch Latino/Leo Burnett USA and Omnicom-backed Cultura, all Dallas, according to sources.

The paper is scheduled to launch this fall and will initially be free.

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