The new publishing schedule will mean a reduction in jobs. That is the hard, and sad, part. Part of that reduction will be at the executive level, too. I will leave, as will General Manager Giovanna Rueda, once we see this transition through, probably by March 1. Lynne Cook will become publisher. The advertising department will continue to report directly to her, as will marketing. Carlos Puig will take on the additional duties of executive vice president, overseeing most other operations, as well as continue as editor. Carlos will report to Lynne.
In a related other move, CFO Jose Rego has accepted a major personal opportunity for him that allows him to be close to his aging parents in Portugal. We are hiring a less senior controller to replace him. We will base the controller in Houston, and over the coming months move our headquarters there, though we will always maintain a strong presence and some central functions in San Antonio, our birthplace.
We – all of us, including you – tried something very bold, beginning with Spanish-language dailies, and then the three-day-a-week format in Houston and San Antonio. In an amazingly short time, we built an extraordinary product – many of our peers recognize that Rumbo's editorial is the best in the country among Spanish language papers – and we built an extraordinarily efficient internal machine, beginning with editorial and extending into distribution, production, IT and administration. Most newspaper chains in English, built as a series of local fiefs, can only wish they could emulate that efficiency. Finally, we built very solid financial backing, with a great set of investors who are expert in media and in the Hispanic market.
So, why then the change? We were ahead of our time. The advertising market for Hispanic media has grown as we had hoped, but not fast enough to justify the expense. Our competitors launched new products that, while not as good as Rumbo, further divided the pie. Weeklies are the standard in the Hispanic publishing industry, and most major advertisers still just advertise once a week. This change we are announcing today in Houston and San Antonio builds on the success of our own weekly in the Valley. What will not change is the quality of our product and the sophistication and efficiency of our internal operations.
So, why then am I leaving? Like most major decisions in life, there are a number of reasons that come together. Some of these apply to greater or lesser extents to Giovanna and Jose, though I suggest you speak directly with them should you want.
A company of three weeklies, under our efficiently integrated systems, simply does not need the size of management structure we have. I have largely accomplished what I set out to do. The primary goal going forward continues to be growing sales, and Lynne is exceptionally suited to that. She has 23 years of publishing experience, was vice president for sales at the Houston Chronicle and our sales vice president for the last year. Lynne also is from Houston, our main market, our new headquarters and home of one of our leading investors, Pinto Partners.