Thank you for your interest in El LIDER USA the only bilingual weekly publication to service the Bilingual Latino market of North Texas. Discover our media product in digital and print form which combines leading edge skills with wide ranging of experience in all fields. Our goal is to bring our readers and viewers the latest news and most popular feature articles from different sources.

El Lider USA First edition was published on Thursday, October 11th, 2001 coinciding with Columbus Day celebration "El Dia de la Raza" We are committed to bring our publication week after week meeting the expectations of our clients and readers with fresh and innovative materials from experts in the field.

El Lider USA was developed to suit a fast growth segment notably Bilingual Latinos en North Texas; El Lider fills a clear void in the Dallas/Fort Worth Metroplex area and surrounding counties among households of 50k+ HHI, which in turn bring major purchasing power to automotive, travel, and high tech advertisers.

Our readers are economically influential of first to third generation American Latinos or immigrant residents in this country for more than 7 years who have fully assimilated to this country, have a complete understanding of both languages, but would like to maintain strong ties to their culture and heritage.

We appreciate your comments and value your suggestions, please feel free to contact any member of our staff should you have a question.

EL Lider USA rides the waves of Bi-Culturism in North Texas

By: Roland Little – Publisher & Editor

America and the Americas, one English and the other Spanish, are having a much easier time of blending their opposite cultures thanks to a generation of speakers known simply as “bilinguals.”

Bilingualism is not new. But today there are more Spanish-English speakers that at any point in history. The workplace is the chief English-speaking sector for Hispanics in the US, while the home remains the bastion of Latino gatherings and culture.

Enter the ‘90s and a growth spurt that swelled the US Spanish-speaking population to a number equal in size to the entire population of Canada. From the newcomers eager to fill the American mainstream stepped the “Bilingual.” Usually a youthful 18-to-35 year old; all of whom are tremendous consumers, especially the degree-holders.

Regardless of income level, the Spanish bilingual is fast becoming a favorite of marketers owing to the fact they have a much broader interest in both cultures. Take futból and football. One is played on a soccer field; the other, a gridiron. Imagine the dual sports equipment purchases the Bilingual must cope with.

Bilinguals also enjoy the interplay of Spanish and English and periodicals are now appearing that quench this command for both languages. In Dallas, the bilingual El Lider USA mushroomed to over 50,000 weekly newspapers in three short months through the entrepreneurship of the paper’s publisher Gretha Gudmundsson, a Bolivian native and adopted Texan. El Lider USA is the only North Texas bilingual publication, she stressed.

A “bilingual” all her life, Gretha Gudmundsson launched the paper to offer Dallas the perspective of both worlds. The paper concentrates on automotive, techno, sports and global issues that young adult bilinguals see as fitting their lifestyle and interests, she said. Those interests include reader fascination with Latino celebrities, which eventually drove Ms. Gudmundsson to compile and exclusive interview with Mexico’s charismatic president Vincente Fox. “You know he’s not only a great politician, he has a head for marketing, too,” Gretha quipped.

An admitted auto aficionado, she recently left her desk in Dallas to spend two days in Detroit with Ford automotive engineers. “I couldn’t believe how young they are,” she said, as they responded to questions from the only bilingual automotive writer in the USA. “I’ve always been a mechanically minded person, and these fellows speak in engineering terms the average person will never encounter,” she recalled. “Now, I have to take their explanations and convert them in easy-to-read Spanish.”


Each week, cars and trucks get rigorous English-and-Spanish coverage in the pages of El Lider USA as she personally road tests each. Latinos have a passion for automoviles and she fills the void with news and exciting information each week. “I’m still waiting to profile the Hummer,” she added.

Prior to launching the paper, Ms. Gudmundsson worked as a sales rep for a national firm that called on national advertising agencies. During this time she built a strong reputation among Latino advertising agencies for her ability to locate and match market research of Hispanics with newspaper circulation areas. She also noticed a paucity of English-Spanish papers amid a rapidly growing base of diverse readers. “That’s when the light bulb flashed,” she recalled. “I knew I would have a reader out there; it was just a matter of time to come up with the right mix of feature material.”


“Yes, bilinguals are very interested in articles from the entertainment sector. Music, the arts, and especially film making offer a constant stream of wonder and fascination. Latinos are also fascinated with technology, and science; and that includes me, too.” She laughed. “I’m sticking with this format, it works for me.”

A former pre-med student at Fresno (California) State College, she moved to Texas to be with her family and changed her major to pursue a degree in business and marketing.

With ten years experience in the field, she recently conducted a meticulous market study which revealed that 40 percent of the North Texas population is bilingual. This figure represents over 400,000 Latin Americans, many of whom are second and third generation Hispanics. This led her to fill the void and launch El Lider USA.

El Lider USA can be found in 24 North Texas cities and seven counties, in areas of highest Hispanic population densities. If you would like to receive a copy, call their headquarters at (214) 942-4580, and they’ll be happy to send you a one.