By: Richard Williamson
(Adweek) Meximerica Media next week will launch a daily tabloid in San Antonio designed to be the first in a network of Spanish-language newspapers in Texas.
The newspaper, called Rumbo de San Antonio, will cost 25 cents and be distributed at about 1,500 locations, including supermarkets, convenience stores and coin-operated boxes. The Spanish word “rumbo,” which means “direction” or “course,” is usually understood to mean “moving north” and, by implication, “moving up,” Meximerica officials said.
An approximately $3 million, five-month marketing campaign will include promotional spots on TV, radio, billboards, and one-on-one and household sampling.
On the heels of the San Antonio launch, Meximerica will expand publishing to Houston in August and the Lower Rio Grande Valley and Austin, Texas, in September. A number of Spanish-language dailies are already in circulation in Texas, but Meximerica said Rumbo will be the first in San Antonio.
Funding for the launch comes from Recoletos Grupo de Comunicacion S.A., a Spain-based company whose principal shareholder is international media company Pearson Plc. Recoletos funded the first four Rumbo newspapers with an initial investment of $16.5 million for this year. Meximerica will consider expanding outside of Texas in 2005, company officials said.
The publisher is pitching advertisers a potential Hispanic market with a purchasing power of more than $13 billion in San Antonio. According to U.S. Census Bureau figures, San Antonio in 2000 had a Hispanic population of more than 816,000 — 72% of whom prefer to speak Spanish at home. More than a third of the Hispanic adults are first-generation immigrants, whose first language is Spanish.
The new daily will sell advertising in a modular format with the chance to advertise in multiple markets or individual cities, newspaper officials said. Ads are available in increments of a page rather than the commonly known column-inch concept.
“The modular make-up will immensely simplify the process for the advertiser, allowing him or her to choose from nine different sizes of ads, ranging all the way from a full page to a 1/8 page,” said Robert Rios, managing director of Rumbo.