"La Opinion," says actor, producer and community activist Edward James Olmos, "is at the forefront of understanding our community."
Ms. Lozano is widely credited with being a driving force behind that understanding and the newspaper's community advocacy and support. The publication has been named "Best Hispanic Daily Newspaper" by the National Association of Hispanic Publications three consecutive years, regularly sponsors Hispanic cultural heritage events, and has launched statewide public information campaigns on topics including education and healthcare. In February, Ms. Lozano received a humanitarian award from The Salvadoran Committee El Piche, which helps poor communities in El Salvador and Los Angeles, for her leadership in the Hispanic community and work in promoting health care, education and culture.
"Twenty years ago, I joined and, at that time, we were less involved in the local community," she says. "I felt we had an important role to play, not just with information, but as a paper being a real partner to the community and understanding the ways to use the paper to empower. We're a solid business financially and economically, but at the core we have a commitment to improve the quality of life for Latinos in the U.S.," she says. "It's a determination to stand up for what's right with integrity and ethics. A commitment to the core democratic values, and not waivering in that even when under a lot of pressure."
Ms. Lozano says that perhaps the most important role model behind her determination is her father. "He inherited a paper from his father, who had a real sense of mission for the newspaper. You go back and see the early editions were about defending the community, standing up for injustices. My dad made sure that the paper carried on that legacy, and during a really difficult period of time when there were lots of pressures externally."
That same determination and passion also fuels Ms. Lozano's energy in community service arenas, even as she balances a newspaper career that sees her in the office most days before 8 a.m. and a family life that includes two teenagers. She currently serves on corporate boards that include Walt Disney Co., Tenet Healthcare, and Union Bank of California; as well as other boards including the National Council of La Raza and the California HealthCare Foundation. She serves on the University of California Board of Regents, and has served on the Board of Trustees of the University of Southern California since 1991. And she has served on the boards of the California Postsecondary Education Commission, the state legislature's joint advisory committee on vocational education, the LA Annenberg Metropolitan Project, and the California Citizens Commission for Higher Education.
Now, with the new Impremedia, the Lozanos are seeking to expand the influence of Spanish-language newspapers, creating a national group of publications that covers community issues nationally, regionally and locally. "The opportunities this new company presents for La Opinion and its readers allow us to lead on a national level," Ms. Lozano says. "We are going to be able to offer advertisers national reach utilizing new platforms and dynamic promotional programs, and we will continue to be our readers' most authoritative source of news and opinion."
The new venture will take much of the determination and passion that Ms. Lozano has developed. And it will take more as well. "You have to work very hard," she says of her successes. "Clearly passion is important, but it is a lot of hard work."
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