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Randall Publishing Launches
Truckers News en Español
CBS Marketwatch - January 6, 2005
Truckers News en Español - the industry's only publication exclusively targeting Hispanic truck drivers - debuts at premier truck stops nationwide this month. The Spanish language publication, which has a circulation of 50,000, provides U.S.-based truck drivers who prefer to read in Spanish with the information all truckers need to excel as professional drivers. According to the Bureau of Labor Statistics, 15 percent of the nation's 3.2 million truck drivers are Hispanic.
"Hispanic truckers are becoming an increasingly large and important part of our industry," says Robert Lake, vice president and group publisher of Randall's Truck Stop Division. "Truckers News en Español recognizes the key role they play and gives industry suppliers a way to reach this critical market segment."
In order to effectively reach the growing Hispanic market, Randall Publishing has chosen global international communications firm, TransPerfect Translations, to adapt and translate Truckers News en Español.
The debut issue primarily features articles translated from Randall Publishing's Truckers News magazine, which is also distributed at the nation's premier truck stops. Original content, specific to the Hispanic market, will be added in subsequent issues. In an effort to understand the unique preferences and needs of the Hispanic trucker, TransPerfect is conducting innovative research in Spanish at truck stops throughout the U.S. and analyzing findings to obtain detailed information about the demographics of this market.
"While Hispanic truckers need the same news, regulatory, safety and equipment information as other drivers, their lifestyle issues and interests are unique," says Linda Longton, Randall vice president of editorial. "Truckers News en Español will address their specific interests in a way no English language publication can."
Like its sister publication Truckers News, Truckers News en Español will be distributed by Randall's TruckStop's Express Division, which hand delivers the publication to the nation's premier truck stops, including Love's, Pilot and Petro locations.
About Randall Publishing
Founded in 1934, Randall Publishing publishes more than 30 magazines, directories, periodicals and websites. Randall operates the Truck Stop Division (Truckers News, Truckers News en Español, TruckStops Express and Motor Media), the Trucking Media Group (Overdrive, Owner-Operator/Company Driver and CCJ magazines), the Construction Media Group (Equipment World, Top Bid and Equipment World Spec Guide), and Modern Woodworking magazine.
About TransPerfect
TransPerfect is one of the world's largest translation companies. With 22 offices on three continents, it provides a full range of services in over 100 languages to multinational companies worldwide. TransPerfect is ISO 9001:2000 certified. This means they have implemented the most rigorous quality assurance process, according to criteria set forth by the world's leading international organization for standardization. TransPerfect has a network of over 4,000 linguists and subject-area specialists worldwide. The full range of services it provides includes translation, interpreting, multi-language typesetting/graphic services, staffing solutions, web site globalization, software localization, subtitling and voice-overs as well as cultural consulting and multicultural marketing. TransPerfect's headquarters are in New York City.
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