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South Florida comms firm debuts newsletter of Spanish-language political chatter


The age of political newsletters has a new South Florida entrant, aimed at readers who don't speak español.

¿Qué pasa LSNC? intends to compile a digest of the previous day's news -- as delivered on prolific Spanish-language radio and television stations, whose current-affairs programming is far greater than most English-language stations.

The daily morning email, which has been going out in test form for a few weeks, is not compiled by a news organization, however. The briefing is the brainchild of Democrat Ben Pollara and Republican Jesse Manzano-Plaza at Miami Beach-based LSN Communications, a division of local government-affairs lobbying firm LSN Partners. Manzano-Plaza, a veteran of several campaigns, speaks Spanish. Pollara does not.

"South Florida's media market is unique: There are more TV and radio shows dedicated to covering current events, news and politics in Spanish than in English any day of the week," Manzano-Plaza said in a statement. Tracking what elected officials say on those shows -- many of which don't later post their interviews online, could be "an invaluable service," he added.

"I constantly felt like I was missing out on half or more of what was being said and was trying to play catch-cup with my colleagues who were always buzzing about the latest political interviews," Pollara said in the statement, by way of example.

It's unclear how ¿Qué pasa? will handle thorny matters raised on the shows that might deal with the firm's clients, though the creators said they will "report what they see or listen."

LSN Communications has assigned staffers to monitor the shows on weekdays and summarize (and translate) the key topics and interviews. It's still a challenge is alerting readers to which politicians have scheduled upcoming interviews -- in part because the shows themselves don't book always book guests very far in advance.