La Voz de Houston, the weekly Spanish-language newspaper (circ. 100,000) published by The Houston Chronicle/Hearst) last week direct mailed an advertorial piece to 50,000 Hispanic households in two high-density Hispanic zip codes of Houston (zip codes: 77039, 77093).

“It is a Spanish-language advertorial product within a shared-mail piece,” Craig Hurley, who recently was appointed Sales Manager for La Voz/La Vibra, tells Portada®. The main advertising category that the new direct mail product targets is retail. Hurley adds that direct mail pieces targeting Houstons Hispanics tend to have a higher response rate than those directed at Anglo-saxon Houstonians.

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