La Misión teams with Times’ parent company
La Misión, the Roaring Fork Valley’s Spanish-language newspaper, has joined Colorado Mountain News Media.CMNM also owns The Aspen Times and other publications in the valley and elsewhere on the Western Slope.Luis Polar, founder and editor of La Misión, will remain its editor. “We are very lucky to have Luis bring his knowledge and skills to our company,” said Steven Pope, CMNM general manager, calling the new relationship an important step in “bringing strength and improved growth potential to La Misión.” CMNM already prints La Misión, with The Aspen Times absorbing the annual expense on its behalf. The nonprofit Misiòn: Comunidad has published La Misión with the goal of producing a Spanish-language newspaper that “educates, informs and ultimately empowers the region’s Latino community,” according to its mission statement. The first issue, an eight-page edition, was printed in September 2001. La Misión has been published on a continuous basis since, relying on the community for much of its financial and leadership support.Polar, who joined Misiòn: Comunidad shortly after a group of concerned residents fathered the idea of a Spanish publication, said he looks forward to the new relationship with CMNM. “I believe this is going to become a new chapter in the well-being of our diverse community,” he said. La Misión is the only Spanish-language newspaper in the region and mainly focuses on local issues. Contributing writers, photographers and community-based entities provide much of the content on a volunteer basis. Distributed in the Roaring Fork Valley and Colorado River corridor from Parachute to Avon, it has become a crucial tool for the dissemination of information and news to the Spanish-speaking populace, Pope noted. Currently, 4,500 copies are printed and distributed on the first Tuesday of each month.”We expect both the distribution levels and the delivery area to grow significantly over the next few months,” Pope said.When it was first launched, La Misión’s goal was to inform the Latino community about the issues, opportunities and news of the area. It evolved into a bilingual publication as a means to bridge the cultural gap between Spanish- and English-speakers. About 35 percent of the paper’s content is in both languages. CMNM, a division of Reno-based Swift Newspapers, also owns the Glenwood Springs Post Independent, Snowmass Sun, Carbondale Valley Journal, Vail Daily, Summit Daily News and other newspapers.
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In the 1960s The Red Onion as the Aspen Ski Club would host an annual ski fashion preview, which in addition to clothing also included live music and a strip auction.