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Advertising and Market Data |
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Meximerica Media launched Rumbo to meet a great demand among readers and advertisers in the rapidly-expanding Hispanic market. The newspapers are primarily aimed at Spanish-dominant, first generation parents of families, especially Mexican. While nearly two-thirds of all U.S. Hispanics are Mexican, in Texas and other regions we are targeting, Mexicans are even more preponderant. Some two thirds of the adults, meanwhile, are dominant in Spanish, equal to or more than in English, and will read a Spanish newspaper. But their numbers have grown so fast that there are few daily newspapers - or good newspapers of any sort - to serve them.
Rumbo also reaches out to other Latinos, particularly a large market of Central Americans, as well as those later generation Hispanics who want to remain close to their roots. Advertising in Spanish is proven to be the most effective way to sell Hispanics, whose already-immense buying power is outpacing that of the market as a whole.
In addition to the data on this section, Urban & Associates, the premier market research firm for newspapers in the U.S. and Latin America, has conducted a detailed proprietary survey of potential readers in Texas for Meximerica and is conducting focus groups. The results are available to advertisers upon request. |
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Language: |
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100% in Spanish |
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| Format: |
Tabloid size – All color |
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| Frequency: |
Monday – Friday |
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| Target profile: |
First and second generation Mexicans between the ages of 21 and 54, and other Latinos looking for a daily newspaper in Spanish. |
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| Distribution objective: |
100,000 daily copies by 2005 |
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| Monitoring: |
To be audited by ABC |
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| Modular make-up: |
Advertising space available as increments of a page, similar to a magazine, instead of column-inches for “ROP” advertising. |
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| Price: |
$0.25 |
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