By Jerry Campagna
EDITOR & PUBLISHER

When my wife and I bought Reflejos in 1996, I knew virtually nothing about newspaper publishing. Reflejos was a fully bilingual monthly that was distributing just 5,000 copies in a few suburbs outside Chicago. Twelve years later, this first paper to target Latinos who set up homes in the 'burbs and not the barrio has been a success by any measure.

Now it's a handsome, Mario Garcia-designed weekly that mixes mostly Spanish-language articles with English digests, and distributes 100,000 copies in Chicagoland's fastest growing home to Latinos.

In the year since retiring as "el presidente" of Reflejos, seven years after selling it to Daily Herald parent Paddock Publications, I've spent considerable time on my own appropriately termed "reflections" about niche publications -- in the vein of "if I knew then what I know now."

READ MORE: http://www.mediainfo.com/eandp/columns/shoptalk_display.jsp?vnu_content_id=1003729107

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