The Houston Business Journal reports that the Spanish language newspaper Rumbo is further scaling back its operations:
Spanish-language newspaper chain Rumbo, which had previously been published daily, has started publishing its Houston paper weekly.
The chain, owned by San Antonio-based Meximerica Media, is also reducing frequency of its hometown paper to a weekly as well, citing the success of its existing weekly in the Rio Grande Valley.
The company says the weekly format responds to Hispanic media buying trends which are heavily on weekend editions, delivered to newsstands on Friday and to homes on Saturday.
Rumbo’s circulation in Houston is 100,000 copies, 50,000 in San Antonio and 45,000 in the Rio Grande Valley.
Less than a year ago, the publication pegged Houston distribution at 230,000 copies weekly while announcing it would be cutting its publishing schedule to Monday/Wednesday/Friday. The publication launched with lots of hype about its local focus and talented journalists. Unfortunately, they seem to have overestimated the market for such a product.
ADDITIONAL COVERAGE: Associated Press.
