LOS ANGELES, March 4 -- In response to the growing demand among
Latinos for more information about leisure travel, La Opinion has launched a
weekly travel section. The new travel section, "A Viajar!" -- which
translates roughly to "Let's travel!," debuted with six pages on March 2,
1997. The first issue featured a profile of Guanajuato, Mexico, one of that
country's most picturesque colonial cities and popular travel destinations.
"A Viajar" will publish weekly as part of the Sunday edition of La Opinion.

"Based on information we had gathered, it was clear to us that there was a
void in the market," said Monica Lozano, La Opinion's Associate Publisher and
Executive Editor. "We pride ourselves in providing our readers with useful
and practical information on a variety of issues, so we are pleased that we
will now be able to give our readers a comprehensive package of information
about leisure travel," she added.

While La Opinion has been periodically publishing stories on travel in its
"Vida y Estilo" (Lifestyle) section, the new travel section represents a major
editorial commitment to meet the needs of the Hispanic traveler. Market
studies have indicated that Hispanics' overwhelming purpose for traveling is
"pleasure." Moreover, newspapers are cited as the most useful media source
for travel planning.

In focus groups recently commissioned by La Opinion, readers expressed a
strong interest in getting more information about leisure travel destinations,
associated costs, and travel tips to such places as points in Mexico, South
America as well as points in the U.S. Participants expressed a particular
interest in having information that would help them with travel planning.

"A Viajar" consists of the following components:

-- A feature profiling a popular destination in Mexico, Central or South
America, California, or southern California.

-- Short trips in the southern California area.

-- Weekend trips to such locations as San Diego/Tijuana, Las Vegas, or Santa
Barbara.

-- Vacation spots in the U.S., Mexico and other countries.

-- A "traveler's" section containing useful and practical information on how
to travel with kids, how to choose a travel agent, etc.

-- Briefs on general information related to travel

-- A summary of special notices from travel-related companies.

All of the various pages will contain columns with tips, locator maps and
information boxes with possible costs associated with the trip.

"Since our newspaper is very popular with travel agencies, we know that "A
Viajar" will prove to be an even more successful medium for them as well as
other travel-related companies," said Susanna Whitmore, La Opinion's Director
of Display Advertising.

"Travel agencies are seeing first-hand the growing interest among Latinos to
get assistance with leisure travel planning, so they were very quick to
embrace our new travel section. We also knew that the Latino leisure traveler
had caught the attention of some major leisure travel companies when we
received a hefty buy from Royal Caribbean cruise lines, even before we
launched `A Viajar,'" she added.

A related "A Viajar" section will also publish in La Opinion para ti, the
Spanish-language weekly published jointly by La Opinion and the Los Angeles
Times. The combination of La Opinion and La Opinion para ti reaches nearly
950,000 readers.

La Opinion is the nation's largest Spanish-language daily newspaper. It was
founded on September, 16, 1926, and is based in Los Angeles, CA.