Not an auspicious start

Hoy page cutoutOn the same day that the editor was given a better parking spot in the Times garage, Hoy was forced to run a "to our readers" editorial sheepishly doing the mea culpa for not covering last week's big futbol match between Mexico and the U.S. The match was in Phoenix and some kind of technology lapse is blamed. Around Hoy Tower, however, I'm guessing the most relevant fact is that rival La Opinión had a reporter at the game and a story online that night.

Noted: While it's true the Times doesn't have great penetration in Latino households, I'm told the latest profile of LAT readers from Scarborough Research says that 21% of the average weekday readership (and 24% of the average Sunday audience) is Hispanic. For comparison, the rest of the daily breakdown is 61% non-Hispanic white, 7% African American, 7% Asian and 4% other.

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