Victoria Advocate rack

The Victoria Advocate’s distribution schedule is being altered.

The Victoria Advocate’s distribution schedule is evolving starting the week of Aug 15.

Beginning that Monday, print distribution of the paper will include a Wednesday, Friday and an expanded weekend publication. An e-edition will be available daily Monday through Friday, along with a weekend e-edition. The Advocate’s commitment to thoroughly covering the Crossroads has not changed and it remains your local source for news and information.

“M. Roberts Media’s audience has never been larger,” said Stephen McHaney, president of M. Roberts Media, which publishes the Advocate and several other Texas newspapers and magazines. “The demand for our local and state content continues to grow via our digital delivery formats, including e-editions, websites, social media and apps. We want to ensure our delivery formats are representative of our readers’ and advertisers’ preferences now and in the future.”

Adjustments to the distribution schedule allow staff of the Advocate to continue serving long-term customers, while meeting the increasing demands of emerging digital audiences. Delivering customers local news, sports and entertainment remains the top priority for the organization. The production of local content will not diminish. Reporting will continue to be done seven days a week.

An e-edition is a replica of the traditional print newspaper design that is available in a digital format by visiting The Advocate’s app is available for download via Google Play and the Apple Store.

Along with the adjustment in distribution format, readers can expect to see increases in page count, featuring additional local and state news, sports and entertainment. Each print and e-edition is a stand-alone publication, and will not be a duplication of any previous edition. Access to the e-edition is available by 4 a.m. each morning.

“As a family company, we understand how vital access to local news and information is to making decisions that can affect your household and community. Our commitment remains strong to produce valuable journalistic content that is engaging and improves the communities we serve,” McHaney said.

The weekend edition of the Victoria Advocate will give Sunday readers an early start. The upsized newspaper will begin hitting newsstands and driveways on Saturday.

All current subscribers have e-edition access as part of their package and can be accessed by visiting Subscribers who have not activated their e-edition can visit to gain full access to not just the e-edition, but exclusive online content and unlimited access to the website. Customers who have questions about how to activate their account can contact a customer service representative by emailing or calling 361-574-1200.

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(5) comments

Glenn Wilson

The VA is simply going the way of the phone booth. Welcome to the 21st century. Those of us who aren't already relics will be eventually, then we'll be gone. Those who survive us won't even know what a printed newspaper was, or care. The present is valuable only to those who live in it.

Dale Turner

Disappointed. We are slowly witnessing the end of the printed page in our city.

John Vincent

I must say I'm disappointed in this decision. The Advocate hosts so many solicitations from readers, why were readers not pulled into helping to develop proposals that balanced the need to control costs while satisfying those readers like me who don't enjoy reading on electronic devices. This decision reminds me of what I witnessed at the old Sears store in the mall. They continually reduced their services and their hours until they finally just shuttered their doors. I hope that is not the future of the Advocate, but I am concerned as I watch a similar reduction in service occur.

David Smith

So, the print edition will be reduced to three days per week. What will be the corresponding rate reduction?

Michele Kuester


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