More than
the score
Boston's largest Latino newsroom. Twenty years covering this city in Spanish.
× The Boston Celtics
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The largest Latino newsroom in Greater Boston
El Planeta has covered this city in Spanish for twenty years, inside Tiempo Company's thirty-five years in Latino media. What we are known for is storytelling, and our reporting lives past the final score.
Local reach across newsletter, social, web and print.
A news brand this community already reads, every weekday.
A newsroom that knows the difference between Lawrence and Chelsea.
Four seasons producing work for professional teams, in two cities.
by the numbers
Four channels they open every day
Web · Print
61% earn above $50K
53% women
40% earn above $50K
The bond gets built around the game
We work with sports organizations that want to belong to their local Latino community. Across four seasons we have found the connection forms outside the ninety-four feet. Here is where we look for it.
Who is in the stands. Whose food is outside the arena. The music, the traditions, the reason a family makes the drive in from Lawrence. We cover the whole night.
Where they eat, where they get their haircut, the Spanish they grew up speaking. A player becomes a neighbor once the community recognizes something of itself in him.
The Shamrock Foundation has been in this city since 1993, and Celtics United is a $25 million commitment to Greater Boston. Most of our readers will never read a word about it.
many ways in.
Every team we have worked with found a different one. Which ones fit the Celtics is the conversation we came here to have.
We have been doing it already
We have covered this team on our own. No client relationship, no media spend. Here is what came back.
Every big Celtics night lands in our comments in Spanish.
We covered Noche Latina. The top comments were people asking when the next one is.
Our strongest Celtics content is what we shot from inside the arena ↗, with our own faces on camera.
Organic coverage, no media spend
"Wowwwww yo también quiero ir a la noche latina de los Celtics"
@danielakhazen_ ↗"¿Cuándo es la siguiente??"
@urbanistalepe ↗And we do it all season, for three teams
We produce the content, adapt the team's own assets into Spanish, and run it across our channels from October through the playoffs.
Original content we produce, plus their assets adapted for a Spanish-speaking audience. Same newsroom that would run your season.
Seven creative waves, twelve pieces, October through April. Plus 47 daily newsletter editions and display running all season.
Started as a three-week run for Hispanic Heritage Month. They came back and signed for the season. A short pilot is a real way to begin.
The next generation is being decided now
In Boston, like in every city, a new generation of Latinos is growing up right now, and not all of them will grow up basketball fans. Which team they choose, and whether they feel invited, is settled over the next few seasons.
That is a bet worth placing early. It is easier to place alongside a newsroom that knows the city, has the channels to reach it, and can tell the story of that bond across years instead of a single night.
Five cities that don't read the same
Greater Boston is Dominican and Puerto Rican led, close to half the market between them. Then it splits again: Lawrence is Dominican led, Chelsea Salvadoran, Revere Colombian. Different calendar, different food, different music, different Spanish.
A Mexican-led national creative lands flat in Lawrence. Knowing which city you are speaking to is most of the job, and it is the part a national buy cannot do for you.
09 / 09
Gracias.
That is a little of how we see it, and a little of who we are. Now we would rather hear from you.
What are you already doing with this community, and where has it worked?
Where do you feel furthest from Latino Boston right now?
What would be genuinely useful for us to help with?
Confidential and Proprietary Information of Tiempo Company.