How Strong is Advertising Activity in the Lone Star State?

While the economic slump is not yet over in Texas, some Texan Media executives tell Portada that both local and national advertising are recovering.

Business Activitity has been recovering after last Septembers’ huge impact of hurricane Ike, Monica Medrano, Advertising Sales Director at Houston based shopper Buena Suerte (Spanish, weekly, circ. 113,000) tells Portada. Medrano notes that since last fall, local classified advertising for lawyers and education has been increasing as well as regional and national retail advertising.

Buena Suerte expanded distribution to San Antonio and Austin in 2008 and also operates a classified advertising website and dating site

Bill Vincent, general manager of Rumbo in Houston, tells Portada that he “has  seen strength in department store and financial advertising, along with some grocery.There is some challenge with bank advertising currently, as well as electronics, although we see good signs with telecom in the near future.”

Loida Ruiz, Sales Manager at La Voz de Houston, notes that Houstons’ economy has not been hit as badly as the economy of other large U.S. cities as the large Texan city still is enjoying the benefits of the hike in oil prices over the last few years. Ruiz notes that she sees a relatively strong activity in national advertising. “Financial sector advertisers are sending the message that they are safe. This message is particularly important in the Hispanic community as many Hispanics have roots in countries with unstable financial systems”.

Among strong financial advertisers, Ruiz cites Mass Mutual. In addition, Barri, a money transfer agency, is advertising on LaVoz de Houston’s website; a meaningful step as many companies, such as Barri, that are targeting First Immigration (Spanish-dominant Hispanics) have not yet embraced online advertising.

San Antonio

“Year over year the strongest categories are Telecom, Retail, and Home Improvement. The weakest, automotive and recruitment”, Rebecca Chavez Becker, Sales Director, Hispanic Publications of Hispanic publications at San Antonio Express News tells Portada. Becker sells advertising into Conexion (weekly, bilingual, circ. 50,000, published by San Antonio Express-News Hearst) as well as into website In addition, the San Antonio Express News recently launched Nuestras Empresas, a bilingual quarterly business section published as an insert into Conexion which, according to Becker, is a powerful resource for local Hispanic business owners. According to Scarborough Research, among the 60,000 small business owners in San Antonio, 52% are Hispanic.

On April 9, 2009, Nuestras Empresas will be distributed in Conexión to 47,125 Hispanics in San Antonio through home delivery and single copy sales. This section will also be available online at and through a link with a keyword on”.

Wal-Mart will open two pilot stores, one in Houston, TX, and one in Phoenix, AZ Q3 2009 and feature approximately 39,000 square feet of space.


Related Articles:

For a detailed profile of the Texas Hispanic Advertising and Media Market, read Portada’s current issue.

Portada talked to Hispanic publishers and asked them how 2009 has started. A look at Florida, Illinois, and Colorado.

Al Dia – Texas refines distribution strategy

The Houston Chronicle Cuts Editorial and Sales Positions

Trackback from your site.

Editorial Staff @portada_online

Portada Staff


Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Miami-based agency Nobox has tapped Marcus Kawamura as Chief Creative Officer to drive brands’ engagement with consumers by generating big ideas and delivering them on multiple platforms. Rapidly shifting technology requires brands to speak with consumers on multiple platforms, but Kawamura says engaging consumers requires deep brand understanding, big ideas, and the ability to entertain and react quickly to opportunities.

Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

We talked to Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, about the bran’s recent multi-year partnership with Riot Games, to become the first global sponsor for League of Legends esports.