The Houston Chronicle's La Voz de Houston has added a second weekly home-delivered publication to its staple of Spanish-language newspapers. The move reflects the Houston Chronicle's commitment to expand its Hispanic oriented products as well as the strength of the Texas Hispanic Advertising and Media markets. On the advertising side, the addition of a home delivered publication on Wednesday's takes into account the retail advertisers' increasing demand for home-delivered publications.
La Voz de Houston now will also be published on Wednesday's. The first edition of the Wednesday newspaper was published yesterday. This mid-week issue, focused on providing useful, forward-looking information and events listings, is a complement to the weekend publication, which offers enterprise stories on the issues most compelling to the Latino community, exclusive sports and entertainment content and original series and opinions.
The Texas (Hispanic) advertising and media market is growing at a higher rate than the overall U.S. market. This is partly due to the state profiting from high oil prices. La Voz's move is also related to the increasing demand of retail advertisers for home-delivered publications. Home-delivered newspapers reach household decision makers (mostly the Hispanic housewife) at home and often contain coupons and preprint-FSI advertising.
The increased publication schedule coupled with an expansion of the publication’s distribution footprint from 100 to 199 key zip codes has resulted in a quadrupling of circulation to a total of 405,000 copies per week, said La Voz de Houston’s publisher, Alejandro “Alex” Sanchez. Sanchez added “La Voz is Houston’s most-read Spanish-language newspaper and the only one delivering local, national and international news twice a week,” Sanchez said. “Our Wednesday and weekend issues each reach 165,000 hand-selected Spanish-speaking households, with an additional 75,000 copies of the weekend edition distributed within targeted retail outlets in high-traffic areas.”
Additions to Editorial Team
The Houston area’s Latino population is projected to grow 18 percent over the next five years, and relevant, compelling content and commerce serving this community is in demand as well, Sanchez said. To bring those stories to life, La Voz de Houston in recent weeks has added several new voices, including Alvaro Ortiz, who most recently led Azteca America’s Texas News Bureau; Olivia P. Tallet, who has worked for EFE News Services; and Giselle Bueno, who joins the team from Semana News and will lead efforts on LaVozTX.com.“These experienced journalists, like the communities they cover, hail from diverse backgrounds and bring to the table a wide variety of experiences,” said Aurora Losada, editor of La Voz de Houston.