Rumbo is a new addition to Spanish-language media and is a breakthrough newspaper that delivers useful information for the Latino reader. This gives Rumbo a place in the forefront of Texas publications speaking to the Hispanic
Rumbo operates in four markets in Texas: the Rio Grande Valley, Houston, Dallas and Austin
. Rumbo is a daily newspaper built around local news and a core of common content, which includes Mexican, U.S. and international news, as well as sports, lifestyle and entertainment content.
San Antonio, Houston, the Rio Grande Valley and Austin offer a great Hispanic market: a population of more than 3.2 million Hispanics with a purchasing power of $44.7 billion who mostly speak Spanish at home. Rumbo boasts that it is the perfect vehicle to connect its readers to the Latino community in south Texas due to its unique characteristics: written entirely in Spanish, tab-sized, full-color and modular make-up. All four Rumbo editions carry the Valassis Hispanic co-operative FSI. Single-copy sales will be available at supermarkets, convenience stores, newsstands and coin boxes, and home delivery will be implemented in select markets. Circulation will be audited by the Audit Bureau of Circulation (ABC).
Sources: 1) U.S. Census Bureau, 2000
2) Strategy Research Corporation, 2002
3) Advertising Age, Synovate, 2004