New Miami Herald Gossip Rag Panders to Racial Stereotypes

Categories: Media Watch

caliente.png
Courtesy of Random Pixels
Gossip! Bikinis! ¡Fútbol! Next Wednesday, Hispanic readers will finally get what they've been waiting for -- or at least that's what Miami Herald publisher David Landsberg seems to think.

In an email sent Friday evening, Landsberg -- who declined to comment -- announced that 70,000 copies of Caliente, the Herald's attempt at a free gossip rag, will hit selected newsstands and doorsteps in Little Havana and Hialeah September 18. Random Pixels leaked that email in a post this morning.

The post also voices the concerns of one Hispanic reporter at the Herald, who spoke to Random Pixels anonymously after he saw some mock covers for the new venture. He was "offended at the blatant appealing to stereotype -- women with the biggest hips story & pix, big women in bikinis with boobs hanging out."

But where some staffers see offensive pandering, Landsberg aparently sees an opportunity: "Caliente is fun and makes perfect business sense for us: it targets Spanish preferred readers who don't currently consume our products," his email read, while noting that stories would be short and pictures would be big. Also: horoscopes, jajaja!

The Miami Herald Media Co., it would seem, is pretty much treating Hispanics like children who can only be bothered to look at weird local stories with huge headlines that are couched between pictures of shiny things and big butts.

Telling the majority of the people in Miami that you think they're unsophisticated? Surely nothing can go wrong there. ¡Gol!

Landsberg's assistant, Matty Lopez, said the publisher would not respond to interview requests about Caliente at this time.

Follow Allie Conti on Twitter: @allie_conti

Follow Miami New Times on Facebook and Twitter @MiamiNewTimes.

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24 comments
Lorennn
Lorennn

Umm really? And I suppose the New Times fancies itself The New Yorker! This poorly written article is nothing more than a pointless temper tantrum.

Mike Worley
Mike Worley

They had to move to Doral to figure that out.

chipahoy
chipahoy topcommenter

got my vote, especially the part about the "women with the biggest hips story & pix, big women in bikinis with boobs hanging out."

Likrish Sasha
Likrish Sasha

Well, sorry but my x would totally fit that bill. Woman and ball crazy hoe he was...and I don't mean in a good way. lol

Frank Castle
Frank Castle

thats a stereotype, stereotypes dont count, they wont get readers, that magazine will be a flop

David Michael Quinones
David Michael Quinones

Wow, you were just one missing pronoun away from hitting the snark mark. Unfortunately, your poorly-formed sentence structure is extra glaring as you're taking shots at another journalism organization.

D.f. Basora
D.f. Basora

1: and exactly WHAT does new times think they do, cater to the high minded, upscale elites? 2: the herald has been doing this for years. They just found another flashy trashy way to do it

Carlos Miller
Carlos Miller

I can't blame Landsberg for taking chances but the problem with these types of initiatives is that they are never given a chance to become successful. Newspapers are famous for giving initiatives into new markets about a year to take root and when it doesn't, they give up and move to the next initiative. And as gaudy as it may seem, sex sells. Especially down here. The Page 3 photos of topless models have become a staple for English tabloids and you don't see them going out of business (unless they are illegally eavesdropping on people's conversations). The problem here is that there doesn't seem to have been any real research conducted before taking on this initiative. If staffers are only seeing it for the first time a week before it will be published, then you know it was hastily put together. Also, Landsberg is not doing himself any favors by not responding to the New Times interview request. He's taken it this far, so he should just own it and let the chips fall as they will.

Misterio G Flores
Misterio G Flores

If they can ban people smoking, they should ban that shit along with Univision and Telenovelas.. Only helpfull in creating more drama queens and lowering IQ levels... also contributing in the dumbing down of the population!

Kevin Bosch
Kevin Bosch

And Americans care about half-naked women and football.

Gregory Raveen Ramsaran
Gregory Raveen Ramsaran

As a non-Hispanic, I too care about half-naked women. (I prefer full naked but I have a great imagination.)

Jonathan Berney
Jonathan Berney

mmmm... is there a problem here? Kind of ironic for mnt to take the moral high ground here. (love you guys though)

resende
resende

Landsberg shouldn't concern himself too much with the whine about the new mag. What he needs to get a handle on are Herald employees who feel obligated to share internal communications with disagreeable bloggers and media services who want to hurt the paper.

Anthonyvop1
Anthonyvop1 topcommenter

So providing people what they want is racist?    


Lorennn
Lorennn

@David Michael Quinones is correct. This is poorly written. Methinks the writer has an axe to grind!

newshawk
newshawk

@Anthonyvop1 Where does it say in the article that the Herald is "providing people with what they want?"

Anthonyvop1
Anthonyvop1 topcommenter

@newshawk @Anthonyvop1 Are you serious?  They are marketing it to a specific demographic that enjoy that sort of stuff?  Is Ebony Magazine or BET Racists for catering to their demo?

Lorennn
Lorennn

@barefootmama0709 @Anthonyvop1 @newshawk Duh! Go into Sedanos and look at what magazines are on the rack! Watch "Sabado Gigante" any Saturday.  You aren't going to find "Poetry Quarterly," The racks are full of gossip magazines and telenovela rags. If it didn't sell, it wouldn't be there. If "The Atlantic" sold there, it would be there, but you won't find a copy. Nothing racist about it; it's called stocking what sells.

Anthonyvop1
Anthonyvop1 topcommenter

@barefootmama0709 @Anthonyvop1 @newshawk 

Are you actually saying that there isn't a certain portion of the Latin market in Miami who likes that stuff?

Yes it is low brow. So what?  Honey Boo Boo is low brow so are the kardasians.  Are they racist? Against White people and Armenians also?

barefootmama0709
barefootmama0709

@Anthonyvop1 @newshawk The point is that they're assuming that this demographic WOULD like that sort of stuff. Not speaking English doesn't mean you're a moron who will only read tabloid-style, poorly-written news. If they want to release a Spanish-language or dual-language paper, fine, but there's no need to release a dumbed-down version.

Anthonyvop1
Anthonyvop1 topcommenter

@stephanie.kienzle @Anthonyvop1 @newshawk I am Latin and I am not offended.  

I am disillusioned that so many people are so quick to pull out the race card because they don't like something but ignore racism when it is committed by certain groups that political correctness deems that we cannot criticize,

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