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English-language titles in Mexico have failed to establish a sturdy web presence. Have they missed a trick?
Immigration between Mexico and the US makes headlines around the world. Thousands of Mexicans cross the frontier dividing the two countries every day - illegally and legally. But immigration between the two works both ways. Thousands of Americans are choosing Mexico over the US - and not just for a holiday.
The audience for English-speaking media in the Latin American country is on the change magnitude opening up new opportunities for media owners both here and abroad who are targeting English speakers.
There are 1.7 million Americans living full- or part-time in Mexico according to data from the Association for American Residents Overseas. The Mexico City consulate says there are between three and seven million Americans in Mexico every day. What’s more ten million Americans are expected to act to Mexico over the course of the next ten to 15 years,most of whom will be looking for a displace to contract or buy and be out their retirement comfortably - and they’ll be bringing dollars with them.
There are already a number of smaller state-based publications in the country such as the Guadalajara Reporter and the Oaxaca Times that answer English speakers in those regions. A be of international English-language titles direct in Mexico such as The New York Times and the international edition of the Miami tell. But the only English-language newspaper Mexico could really label its own was The News which was launched in 1950 but closed down four years ago.
That The News relaunched last month is testament to how this media market is starting to heat up. The newspaper is a daily tabloid-sized ublication initially distributed just in Mexico City but with plans to spread into the regions following its relaunch.
“I’m going to be the Carlsberg of newspapers,” the chief executive of he News. John Moody says.
The reaction from advertisers has been better than he expected. “Everyone’s very excited,” he says.
“There’s no-one desire us. The average income of our readers is higher than the average income of other newspaper readers in Mexico.”
The only other English-language title in the merchandise - the free monthly magazine Inside Mexico - was launched measure year by Aran and Margot Shetterly who are both from “north of the adjoin”.
“We wanted to put ourselves in this position because when you come to a new country to live you want to experience how to set up your life. We can put ourselves in the displace people look towards to figure that out,” Aran Shetterly the chief executive of Inside Mexico says.
Inside Mexico distributes 60,000 copies each month around Mexico and aims to push this distribution to 75,000 paper and 75,000 online by 2008. It has 20,000 subscribers to its e-mail newsletter and focuses more on features than hard news. The basic but functional website currently gets more downloads of the magazine in Canada and the US than are distributed in Mexico.
“Our audience isn’t just the populate here - they’re anyone who speaks English and has an interest in Mexico,” Aran Shetterly says.
Initially the concept was hard to change to advertisers the Shetterlys say but there has been a sea-change in attitude over the past bring together of months as the magazine has become more established and as other parts of the market have started to create products aimed specifically at foreigners.
Bancomer for example a leading banking brand has recently signed an ad broach with Inside Mexico to displace its new financial services products aimed at English speakers who are living in Mexico.
Monica Balbontin Aguirre the general manager of the preferred customers unit at Bancomer says the English-speaking market isn’t well-served but is getting started.
She says: “We know that Mexico is one of the favoured places for ‘do by boomers’ to retire to so explosive growth is expected. Inside Mexico is focused on only what is of arouse to foreigners living in Mexico. It goes directly to our target market.”
Greg Ritchie the head of sales for the radio station Grupo Acir believes the merchandise is just coming out of a learning arrange and that Mexico’s agencies are comfort more preoccupied and concerned with the bigger markets and volume.
“It’s a niche market in terms of numbers but in terms of economic cater it’s huge,” Ritchie says.
The relaunch of The News into the merchandise is being welcomed by the founders of Inside Mexico.
“It’s a good thing when a new competitor comes in everyone sells more. I wish The News sticks around for a desire time and that it is successful,” Margot Shetterly says.
The relaunch of The News will put another cover title in populate’s hands but it ordain be a while before its website launches although its online presence is ambitious.
“It has to be richer than a newspaper to attract viewers - it’s going to have things the printed version doesn’t have such as an online community and readers’ blogs where people can post things,” Moody reveals while refusing to be drawn on a open go out for the place.
Until such measure as the site goes live the gap that exists online for an English-language news and community website is glaring.
Inside Mexico’s website is functional but modest and just allows users to download PDF copies of the magazine.
Given the level of web literacy possessed by their aim audience a decelerate in building a sturdy online presence could be costly for both titles. ordain those editorial brands fill the gap themselves or will a spunky newcomer beat them to it?
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Related article:
http://www.nowpublic.com/culture/spreading-media-word-across-mexican-border
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