Texas Media Market heats up: Televisa’s Poder to compete with Texas Monthly
Televisa Publishing and Digital just announced the launch of the Texas Edition of Poder Hispanic, a
a business and lifestyle publication targeted at English-speaking business-minded Latinos. Mariano Faget, Texas Sales Director at Televisa Publishing + Digital, tells Portada that the Texas edition will have a circulation of 150,000. The national circulation of Poder Hispanic is 400,000. "Texas subscribers will obviously receive the Texas edition only." The launch of the Texas edition of Poder reflects the strength of the oil-driven Texas economy and its advertising and media markets. Faget notes that "The Texas market is growing in both advertising and subscriptions. "
Similar to the national edition, Poder Hispanic Texas will focus on the local corporate and entrepreneurial community and provide its readers an in-depth look at the business landscape at large. This is the second regional edition of Poder Hispanic. It also publishes Poder Miami with a circulation of 125,000.
Strong Texas, Strong Print Advertising
Hearst's La Voz de Houston recently increased its distribution to twice a week and raised its circulation to 405,000. Contrary to the general malaise in the magazine market, print media properties have been growing in Texas. This is the case of the Emmis Communications owned Texas Monthly. It has a circulation of 300,000. Texas Monthly chronicles life in contemporary Texas, writing on politics, the environment, industry, and education. The magazine increased ad sales last year by 7,2% to US $75 million. Texas Monthly Publisher Amy Banner Saralegui said last year to Minonline that : “Every category is up, local and national are up, all of our existing advertisers are back and increasing and many of our prospects are converting to advertisers... Texas is just doing well, and Texas Monthly is doing even better than that." Televisa's Faget says that Poder Hispanic is " the clear Hispanic alternative to Texas Monthly mirroring a similar demographic. Advertisers cannot ignore this segment in this market. The strong advertising categories include financial, regional auto, retail, education, tourism, spirits and all insurance." Faget adds that "the Poder Hispanic Texas edition will serve the burgeoning Hispanic business market in Texas."