The Houston Chronicle is launching a program targeting Hispanics who read predominantly English-language news. It is offering advertisers its weekly Neighborhood News section, which is published in 16 specific zones throughout Houston. Three of these weekly local newspapers are delivered to highly Hispanic zones (Pasadena/Baytown, East End/Third Ward and Aldine/North Houston). Combined these areas have single copy sales of 16,665 and 78,471 subscribers (home delivered newspapers).
Loida Casares Ruiz, national sales manager of Hispanic Publications, tells Portada that the English-language Neighborhood editions are a great way for advertisers to reach affluent Hispanics. Neighborhood News provides readers with local coverage of the news that affects their communities.
The Houston Chronicle (Hearst) publishes the weekly La Voz de Houston (circ. 100,000, Spanish). It also puts out entertainment newspaper La Vibra which distributes to largely Hispanic neighborhoods via home delivery and retail racks. The entertainment weekly is published in six other markets nationwide by Impremedia. Impremedia licenses part of La Vibra Houston's content to The Houston Chronicle (La Vibra).