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MediaBuyerPlanner: Texas's Spanish-language newspaper is dropping its frequency in Houston and San Antonio from three times a week to once per week.
The move corresponds to trends in Hispanic media buying, according to Lynn Cook, currently vp for sales, writes Editor & Publisher. Cook will take over the position of publisher, as Edward Schumacher Matos, founder, chairman and CEO of the company, steps down.
"Advertisers have already strongly indicated their preference for Rumbo's weekend editions, which are delivered to newsstands on Friday and Hispanic homes on Saturday," Cook is quoted as saying.
Schumacher Matos said in a statement that the newspaper's readership is "exceptionally" strong and that ad revenue grew 40 percent last year, despite the challenges the newspaper industry in general is facing.
Rumbo is published by Meximerica Media and distributed in Houston, San Antonio, and the Rio Grande Valley.
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