WORLD: Medium of the Week - WSJ looks to tap into Hispanic market via Hoy deal.(Wall Street Journal)

The Hispanic population of the US is increasingly large and affluent.

As The Wall Street Journal seeks to bolster its presence among the US's increasingly affluent Hispanic community, Hoy is an obvious choice of partner.

Hoy, which translates as 'today', claims to be the largest Spanish-language newspaper in the US, with daily papers in New York, Chicago and Los Angeles.

Every Thursday, starting this month, the WSJ will publish an eight-page tabloid section focusing on personal finance, technology, careers and small business. Hoy is distributing the Wall Street Journal-branded section in its three flagship editions.

Dedicated editors will select, translate and paginate relevant editorial across the WSJ's portfolio of papers, including The Asian Wall Street Journal and The Wall Street Journal Europe. As for advertising, the new section is aiming to attract finance and technology brands, as well as luxury marques.

The WSJ, Dow Jones' flagship title, already boasts Spanish-language credentials. Not only did it launch The Wall Street Journal Americas, a Spanish-language section distributed throughout Latin America a decade ago, it also produces a weekly section for The Washington Hispanic.

Yet, according to Bill Casey, the vice-president, special editions at the WSJ, the story is far from over: the paper has even more tricks up its sleeve for reaching the Hispanic community.