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Border Observer Helps U.S. Advertisers Cross Over

Weekly lifestyle/entertainment tabloid a strong draw for U.S. retailers


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

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