citypaper: archives

Toro Toro
For years, La Nacion's Jose Sueiro has raged against injustice, but former employees say he doesn't walk his talk.

Cover Story

"JAIRO!"

Poor Jairo is creeping out the door of La Nación—he has to meet a client. He figures that with all the commotion at noon on press day, maybe he can sneak out and make the appointment on time. But publisher José Sueiro—the author of this Thursday's excitement—is not an easy man to elude.

As publisher and chief propagandist at the bomb-throwing Latino weekly, Sueiro is no stranger to stirring the pot—whether in print or in person—and he's always on his toes. He intercepts Jairo and grabs him by the arm.

"Hombre, miiiiira," says the portly Sueiro, waving some nondescript sheets of paper. "Did you check your ads for errors? Come onnnn, Jairo. Por favor! You've got to be checking the ads!"

And then just as quickly Jairo is released, Sueiro tossing aside his hat as advertising manager to grab the editor's eye shade. He descends on graphic designer Geovani Flores' desk to pick and point and make sure the word "cruel" is excised from a weekly column on local radio. And then he whirls and shouts, "Hijo de la gran puta!" now as production chief, ribbing another designer who is taking too much time churning out Page 10. Moments later, Sueiro the publisher is back on the case—discussing his plans to bring a new editor on board.... Continued

Issue of Jan. 10 - 16, 1997

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