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Transporte Latino Magazine Celebrates Its Fourth Year in the Trucking Industry

The Favorite Magazine Among Hispanic Truckers

LOS ANGELES, Feb. 22 -- The first and only audited magazine dedicated to serving the expanding Hispanic community within the trucking industry goes nationwide.

Just four years ago Ricardo Rodriguez-Long and Edgardo Iorio, both working in the trucking sector launched a magazine in Spanish to cater to over 500,000 Spanish speaking commercial truck drivers over the road.

"There was a void, an un-recognized niche market," said Mr. Rodriguez-Long, who has achieved various national truck sales records.

Mr. Iorio went on to say: "Within the last 6-7 years 80% of the new trucking companies created from Texas to California are Hispanic owned. In fact most of the new drivers signing up with large trucking companies are Latinos. These are my customers. Hard working people who want to better themselves."

The magazine has become a symbol of their trade among Hispanic truckers. The editorial team developed special surveys to gather data on their readership and share it with industry leaders. BPA Worldwide audited the magazine's distribution for the first time in 2003. Companies like Chevron-Texaco, Peterbilt Trucks, Cummins Engines, understood then the importance of this ethnic group within the trucking industry.

"It's clear that the Hispanic market is a significant and growing portion of the transportation industry that deserves our attention," said Gary Parsons, commercial automotive manager, Chevron-Texaco Global Lubricants.

Additionally Randall Publishing, founded in 1934, realized the importance of this market by introducing this year a translated version of their trucking magazine. "While Hispanic truckers need the same news, their lifestyle issues and interests are unique," says Linda Longton, Randall vice president.

Transporte Latino Magazine understands these needs because it is produced, designed and written by a team of Hispanics with trucking backgrounds. "As the shortage of drivers and independent operators continue in the trucking sector, Latino men see a lucrative opportunity as they pursue their American dream," said Mr. Iorio. Shell Oil, Ford Co., Western Star Trucks, Exxon, and XM Satellite, are among those who have partnered with the magazine to reach this unique audience. Transporte Latino Magazine showcases the industry, its trucks, its shows, and the Latino drivers in a way the English language magazines cannot.

For more information or to receive a media kit contact Leslie Ramirez (888) 628-2188 or email contactus@transportelatino.com.