La Voz del Paseo Boricua is a free, bilingual newspaper housed under Humboldt Park’s Puerto Rican Cultural Center since 2004. La Voz reports local news, programs and events of interest to Chicago’s Puerto Rican community.
By joining the Local News Accelerator, La Voz aimed to optimize the paper’s distribution and increase accessibility to the publication’s product by using data-driven decision-making to minimize costs and operational overhead without sacrificing community reach.
Surveys revealed that grocery stores, cafes and restaurants are preferred pickup locations. The La Voz team then analyzed pickup rates at each location, ultimately creating a 75% threshold and eliminating sites that did not meet this rate.
Pickup rate increased through data-driven site optimization
Streamlined distribution while maintaining community reach
New senior housing distribution locations piloted
The coaches and leaders of the LNA make the work digestible and straightforward, but the outcomes are profound and, for many of us, truly life-changing. I was surprised at how capable and empowered I felt coming out of the LNA.
Xiomara Rodriguez, former editor-in-chief
Developing customer personas provided La Voz with the clarity to hone in on the senior residents in Humboldt Park who rely on the publication most. With papers freed up from these site reductions, the team launched a senior residence pilot, delivering directly to four new locations serving older residents. La Voz also established consistent content pillars, including a senior-focused event calendar, crosswords and business features.