'Rumbo' in the Valley: New Spanish Paper Launch

Posted Tuesday, October 5, 2004 12:00 am

By: E&P Staff Meximerica Media announced yesterday that it would start a new publication, Rumbo del Valle, slated to debut on October 11. The paper will cover the Texas regions of Starr, Cameron, and Hidalgo counties.

"We are proud to introduce Rumbo del Valle to a predominantly Spanish-speaking region," Jorge Luis Sierra, managing editor of Rumbo del Valle, said in a statement. "We recognize the importance of the Valley's Spanish-speaking population and are confident that our high-quality journalism standards will enable us to continue building our network."

This is the company's third Spanish-language product after Rumbo de San Antonio and Rumbo de Houston. In November, it will launch Rumbo de Austin.

The de Valle edition will be a 25-cent tab aimed at Hispanics 21-54 and will cover local and community news, as well as education, personal finance, and health. Its international, sports and entertainment coverage will emphasize Mexico and Latin America.

The paper will be available at 1,000 location throughout the region including supermarkets, convenience stores, restaurants, and boxes. In addition, Meximerica Media will launch $2.7 million marketing campaign touting the new product, including TV, radio, and outdoor buys.

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'Rumbo' in the Valley: New Spanish Paper Launch

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