Austin American-Statesman (Cox Enterprises, weekday circ. 183,000, Sundays 234,000) started a weekly Spanish-language publication in Austin called ¡Ahora sí!. The 20,000 circulation weekly, headed by Omar L. Gallaga, emphasizes local news, sports and entertainment and is distributed in Central Texas. Cox hopes to cross-sell ads in ¡Ahora sí! to Austin American-Statesman advertisers who are interested in reaching Austin's 350,000 Latinos. ¡Ahora sí! is Cox Enterprise's third foray into the Hispanic market this year. It acquired Atlanta's weekly Mundo Hispánico last spring. In addition, it publishes the weekly La Palma in Palm Beach (FL), a spin-off of The Palm Beach Post. Interestingly, ¡Ahora sí!'s main competitor, the new daily Rumbo-Austin, will be printed in Austin-American-Statesman's printing plant. Rumbo-Austin, published by Meximerica Media, will be launched in November.

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