El Perico is Omaha’s original bilingual (Spanish / English) community newspaper and digital platform, founded in 1999 by ABM Enterprises and its three founders — Carlos Alvarez, John Barrientos and Marcos Mora. In 2004, El Perico became part of Pioneer Publishing, joining Omaha’s original alternative newsmedia The Reader and one of its earliest job boards and career resources, Omahajobs.com.
El Perico’s editorial content includes local, national and international stories that are most relevant to Omaha’s diverse Latino community. Most stories are provided in both Spanish and English with some content only provided in Spanish, oftentimes with the English version running in The Reader.
El Perico’s award winning coverage (three Jose Marti Awards) includes important community news, especially immigration, organizing, health, education and politics, as well as community life (our community photos section and business profiles), sports, culture and employment. Along with its sister publication The Reader, El Perico has led in covering the rise of nativist activities (we were among the first to cover Kris Kobach’s drive to implement local immigration laws, including in Fremont, NE), worker organizing (and the fight for fair labor conditions) and civic engagement, working with ABC affiliate KETV to cover the closure of polling places in minority communities in 2012, half of which were restored after our reporting) and the Heartland Workers Center to promote neighborhood organizing and to distribute Voters Guides.
El Perico’s editorial is led by Publisher/Editor John Heaston and Associate Publisher Karlha Velásquez, with a wide range of community contributors, especially editor/writer Salvador Robles and photographer/writer Bernard Montoya.
EVENTS & COMMUNITY
El Perico is involved in small and large community events throughout the year. You will find us at Cinco De Mayo Omaha, Dia Del Niño, El Grito and many other events. Not only will you find us at the events, it’s likely that you will find us behind the scenes working on these events throughout the year.
DISTRIBUTION, CREDIBILITY & ETHICS
El Perico has been publishing since 1999 and prints and distributes 6,000 free copies per month on the first Thursday of every month, distributed in high-traffic locations, mostly grocery stores, but also a wide range of small businesses.
Distribution points are throughout Omaha focusing on the areas with the highest concentrations of Latinos.
El Perico is a proud member of the National Association of Hispanic Publications and our publisher/editor serves as alternate to its board.
Our editorial team adheres to the the Poynter Institute’s International Fact-Checking Network Code of Principles and follows the Society of Professional Journalists Code of Ethics.
FACT-CHECKING & CORRECTIONS
Our editorial team adheres to the fact-checking guidance offered by Poynter’s International Fact-Checking Network Code of Conduct. In the event our team missed a fact or is incorrect, please contact us and the information will be corrected.
WHO READS EL PERICO?
First generation immigrants represent the biggest portion of El Perico’s readership. But second and third generation readers are also loyal to El Perico in efforts to maintain ties to the community.
Omaha’s Hispanic population is growing, but we still do not have Spanish language survey’s being done to accurately measure media consumption in the market. Howerer, according to recent research performed by Alloy Access and Excend Consulting Services found that 82% of the 1,030 respondents read Hispanic publications and reported sharing their copy with at least one other person and having read three or more or the last five issues. Further 63% of Hispanic newspaper readers report looking at the advertisements at least frequently, with 24% stating they always pay attention to ads. Overall:
- 39% report sharing advertising information with a friend
- 34% have gone to an advertiser’s website after reading an ad
- 20% of respondents have attended an event, such as a festival or job fair in response to an advertisement
- 25% of the 25-34 year old segment state they are most likely to have called or visited a retail store in response to an ad
To find out how El Perico can help your organization or business reach Omaha’s Latino community, the fastest growing consumer segment in the metro, please contact us here. Not only do we offer our advertising solutions, but we also offer advanced digital solutions — including advertising, SEO and content — for reaching our community.