Televisa vs. Expansion, a Mexican soap opera?
Publishing giant Editorial Televisa and Mexican publisher Expansión are vying for supremacy in an increasing number of magazine categories. The origin of the rivalry between the companies has a lot to do with French publisher Hachette Filipacchi.
A few years ago, Televisa began publishing the Mexican editions of the monthlies Quo and Elle through franchise agreements with Hachette. The French publishing house executives were disappointed with Elle's performance compared with other Televisa magazines. So Hachette ended its franchise agreement with Televisa, and entered into a joint venture to publish Elle with Editorial Expansion. Expansion is backed by CDP Capital International, the subsidiary of Montreal-based Caisse de Dépôt et Placement du Québec.
Industry insiders contacted by Portadatm claim that Televisa executives knew that Quo would suffer a similar fate once its franchise agreement expired. That is why, according to these sources, Televisa did not put too much emphasis on editorial quality in the last issues of Quo. When the franchise agreement expired in mid-2002, Televisa launched Conozca Más, a magazine similar to Quo in content and design. Quo is currently published by Expansión.
The competition between Televisa and Expansión increased in intensity last December when Televisa launched the high-society gossip magazine Caras. Caras's main competitor is Quién, published by Expansion. Mexican media analysts say that there might be room for two, arguing that the “society” magazine category is under exploited in Mexico, particularly from the perspective of media buyers.
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