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'San Antonio Express-News,' Mexico's 'Reforma' Launch 'Cancha'
May 25, 2006
By Mariana Lemann
Hearst Corp.’s San Antonio Express-News and Grupo Reforma, based in Monterrey, Mexico, have partnered to launch Cancha, a Spanish-language publication aimed at Spanish-dominant Mexicans in San Antonio.
Debuting June 2 with a circulation of 25,000, Cancha will come out on Fridays and Mondays, distributed free of charge in the city's Spanish-dominant neighborhoods. All of the staff will be based in Mexico and no additional editorial staff will be placed in San Antonio, says Dino Chiecchi, editor of Hispanic publications for the San Antonio Express-News. All of the news coverage will be from Mexico, but advertising sales will take place in San Antonio. Chiecchi projects a 65/35 edit/ad ratio.
Cancha, which is the name of the sports sections in two Grupo Reforma-owned newspapers in Mexico — Reforma in Mexico City and El Norte in Monterrey — will focus 60 percent of its content on sports, with the remainder equally distributed between features and news.
"The thinking behind it was that we will set up all the sports events that will take place over the weekend in the Friday edition and will report upon the events in the Monday edition," explains Chiecchi. With the partnership with Grupo Reforma, the 32-page free paper, will offer content from Mexico and make it available to the San Antonio reader.
Cancha will join San Antonio Express-News’ Conexión, a two-year-old publication that targets English-dominant Hispanics with 85 percent of its content in English.
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