Changing Places [24-A]

Diana Backlund was appointed as Sales Director North America by Agencia Efe, the largest Spanish newswire worldwide. Backlund will be working out of Agencia Efe's Washington offices. She joins Efe after several years of working with Newscom.

Carlos Montemayor joined the executive management team of Rumbo Newspapers as Vice President for Strategic Development. Mr. Montemayor was owner of San Antonio-based Montemayor y Asociados and later vice chairman of Global Hue, after merging his firm five years ago. Mr. Montemayor will work closely with CEO Edward Schumacher Matos and other executives in developing strategic national and local advertising, as well as helping with marketing and community involvement. "There is a surge of professional Hispanic publications in the country," Mr. Montemayor said, "and for the first time media planners are - or should be - looking beyond television and radio to provide a complimentary print campaign, if not focus on print altogether. Rumbo has a deep penetration and quality that competes with television, and in many ways surpasses it." The Rumbo network includes dailies in Houston, San Antonio, Austin and the Rio Grande Valley.

La Agencia de Orci promoted Dilys Tosteson Garcia to CEO. Dilys was previously president/COO.

Anita Santiago Advertising hired Sofia Escamilla as Media Director. Escamilla comes from La Agencia de Orci where she worked as media director.

Liliana Ary was appointed as new Marketing & PR Manager of Rumbo Newspapers. She replaces Karina Lacouture, who now will join McKinsey in Chicago.

Tina Jordan will take over as VP of the Association of American Publishers on January 17.

Hearst Magazines named Isabel Gonzàlez Editor in Chief of Tu Vida, a biannual supplement poly-bagged with select issues of Heart's women's titles.

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