Meximerica Launches Newspaper In Houston.

Meximerica Media, a U.S.-based publishing company, announced that Rumbo de Houston, its second Spanish-language daily newspaper, will start publication on August 30. After the successful launch of Rumbo de San Antonio, Meximerica Media continues its efforts towards establishing a new chain of Spanish-language dailies in Texas with the launch of Rumbo de Houston, to be followed by subsequent launches in the Lower Rio Grande Valley and Austin in September and October.

Rumbo (pronounced room-bo), comes from the Spanish word often associated with the Latin American phrase meaning “heading north” and, by implication, heading to move up in life. Rumbo de Houston is a complete full-color, tabloid-size, Spanish-language newspaper, primarily aimed at Hispanic men and women between the ages of 21 and 54. The paper has its own staff of reporters covering local and community news of particular interest to its readers, including education, personal finance, and health. Rumbo de Houston also offers in-depth national, international, sports and entertainment news coverage, with particular emphasis on Mexico and Latin America.

“We are proud to introduce Rumbo de Houston to the city with the fifth largest Hispanic population in the country,” said Chief Executive Officer and Editorial Director of Meximerica Media, Edward Schumacher Matos. “We recognize the importance of Houston’s Spanish-speaking population and are confident that our high-quality journalism standards will enable us to
continue building our network.”

Rumbo de Houston will cost 25 cents and will be distributed at some 2,500 points-of-sale throughout the city, including supermarkets, convenience stores, stores, restaurants and red coin boxes. Rumbo’s launch in Texas is being supported by an aggressive $2.7-million marketing campaign to attract readers. This five-month campaign includes TV, radio, billboards, face-to- face sampling and household sampling. “Our highly experienced management, advertising, editorial and marketing teams are poised to serve the largest and most rapidly-growing minority market in the United States by representing the interests, lifestyle and culture of our readers unlike any other Spanish or English newspaper in circulation today,” Schumacher Matos added.