Crossing the border
El Diario de Juarez (Editora Paso del Norte), a Spanish-language daily with a circulation of 96,000, is planning to launch an El Paso edition at the end of the third or fourth quarter of 2004. El Diario de Juarez, published in Ciudad Juarez, Mexico, currently sells 7,000 issues in El Paso, Texas just a few miles away. By publishing an exclusive El Paso edition, El Diario hopes to increase circulation to 20,000. El Diario de Juarez's border crossing strategy is not uncommon. The proximity of Mexican and U.S. towns along the border has led other Mexican publishers to cross over into the U.S. to market their print media products (See “Mexican publishers expand into the Southwestern United States,” Portadatm No. 2, March/April 2003). El Diario is the fourth largest newspaper in Mexico, and the largest in the Mexican state of Chihuahua. Still, national advertising currently accounts for only 15% to 20% of the daily's revenues. El Diario de Juarez still struggles to land major retailers like Kohl's and Circuit City. El Diario's El Paso advertising sales office gets 50% of its sales from national advertisers.
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