Border Observer Helps U.S. Advertisers Cross Over


November 27, 2006

Border Observer Helps U.S. Advertisers Cross Over

The Southwest border region of El Paso, Texas is a hotbed for international retail business, with more than 800,000 people a week crossing over from Mexico's neighboring cities – Ciudad Juarez and Chihuahua – to make purchases, according to The Border Observer's Sales Manager, Jimmy Calderon.


It is in this context that widely-read, free circulation papers like The Border Observer (Weekly, English, 15,000) are of such value to U.S. retailers, hoping to capture a share of the $53 million a week that is spent by Mexican visitors. “That $53 million accounts for 40% of the retail business done in El Paso every week,” says Calderon. “And advertisers know about this. Virtually all major retailers advertise with us and our sister paper Diario de Juarez (Daily, Spanish, 70,000) across the border. We have Macy's, Dillard's, Sears, JC Penney, Best Buy. Pretty much everyone you could think of.”


Calderon notes that due to the resurgence of the area's industrial production and assembly businesses, there is a lot of money floating around. Calderon notes that the area's well-to-do Mexicans love U.S. products, and spend freely when they cross the border.


Seeking to broaden its appeal among local readers, the Border Observer is launching two new entertainment sections, “Hanging Out” and “Ego.” Hanging out will be a macro-view entertainment guide, with celebrity, movie and concert reviews, while EGO will have a more local focus, including photos from area events such as quinceañeras and weddings.


Related Article: El Paso y Más Increases Frequency to Twice A Week



Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

North American World Cup Bid Moving Closer For 2026

North American World Cup Bid Moving Closer For 2026

FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.


MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive. We talked to Nestlé's Margie Bravo and NFL's Marissa Fernandez about what's next in marketing and how to prepare for what the future brings.


Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.