El Tío Sabe: the flagship in-store format.

El Tío Sabe is a free monthly soccer sheet, printed by HRM and distributed through racks in independent Hispanic stores, starting in Texas. It is written for the Liga MX fan who shops in the independent Hispanic channel, and it is free to the reader and free to the store that hosts the rack.

It is the flagship format of the HRM media engine because it does two jobs at once. It carries paid placements beside content the shopper actually wants, and it collects the opt in that makes the rest of the network measurable.

The rack goes where the Hispanic shopper already spends the week: convenience and grocery stores, barbershops, tire shops and sports bars. These are independent businesses, not chains, which is exactly why no national advertiser has been able to buy them one by one.

HRM handles the physical work. The rack is placed, filled and refreshed with each new edition, and the host business keeps a free placement on every one.

Placements are sold with category exclusivity, so one advertiser holds a business category for the edition and never shares the page with a direct competitor. A local advertiser can buy a placement directly. A national brand buys it as one line inside a wider HRM plan, alongside the rest of the in-store inventory.

Every edition carries a free-to-play Liga MX pick'em. The reader opts in with an email and their picks, and that opt in tells HRM who is behind each rack rather than how many people may have passed it. Exposure is then reported against a known audience, which is the same standard HRM applies across the media engine.