Hearst Corporation launches Cancha Magazine.

The San Antonio Express-News and Grupo Reforma have formed an international partnership to launch Cancha, a Spanish-language newspaper written in Mexico that will be available in locations around the city. Cancha is a free, twice-a-week publication that will be published Mondays and Fridays, with 25,000 copies of each edition to be distributed in targeted high-traffic areas around San Antonio.

With more than 60 percent of the publication focusing on sports, scores and highlights, Cancha will offer readers a relevant perspective that also includes news and entertainment content.

“We are excited to bring this innovative product to the marketplace just in time for the start of the World Cup, when soccer fans in the Americas and across the globe will be hungering for information on their favorite teams,” said Tom Stephenson, president and publisher of the San Antonio Express-News. “We anticipate that South Texas Hispanics will embrace this opportunity to be engaged with Spanish-language news, sports and entertainment direct from Mexico.”

This new publication is part of the Express-News’ strategy to serve the information needs of the San Antonio area through mass-market products such as the daily newspaper and MySA.com, as well as niche products such as Conexión for the bilingual, bicultural market, and Cancha for the growing Spanish-preferred population.

“We are honored to join the San Antonio Express-News in making Cancha a reality in the U.S. San Antonio is a powerful marketplace and Cancha will help lead the way in a city that has such strong roots with Mexico,” said Jorge Alberto Meléndez, vice president of new media of Grupo Reforma.

Based in Mexico City, Grupo Reforma will provide editorial content developed by its successful publications across Mexico, which have become a staple for deportes, noticias and espectáculos.

“San Antonio continues to emerge as a leading international center for the confluence of language and culture. This well-rounded portfolio is sure to appeal to our local and national advertisers,” said Sergio Salinas, executive vice President and general manager of the Express-News. The aggressive marketing campaign for the launch of Cancha includes radio, print, transit buses and outdoor advertising.