11 Insights into the Mexican Magazine Market

Despite the challenges faced in other markets, it’s clear that print is alive and well in Latin America. Recently, Revistas Mexico and PriceWaterhouse Coopers completed a study of the magazine market in Mexico. The study is the first of its kind and used data from the top publishers in the country, including Conde Nast Mexico, Grupo Medios, Editorial Televisa, Editorial Armonía, Grupo expansion, IASA comunicacion and Reader’s Digest.

To help professionals in marketing, media and advertising make better informed decisions about print campaigns in Mexico, we have broken out some of the key results of the study.

  1. More than 49 million copies of magazines were sold in 2012 in Mexico
  2. Magazines took up 3% of the overall ad spend in Mexico in 2011, according to CICOM, with an investment totaling 1.9 billion pesos (US$144 million)
  3. In 2012 newsstands accounted for 49% of the magazine sales in Mexico, while foreign sales accounted for 22%, subscriptions accounted for 17% and street hawkers accounted for 12% (digital versions only accounted for .0005% of sales)
  4. Single page advertising was the top ad format in Mexico, accounting for 49% of magazine advertising  revenues in the country
  5. Other top magazine ad formats in Mexico include spreads (7% of ad revenues), inserts (4%), advertorials (3%) and gatefold (2%)
  6. The industries that are the top advertisers in magazines in Mexico are education, beauty and autos: they represent 29% of total magazine advertising revenue
  7. Other significant advertisers in Mexico’s magazines include industries such as fashion, media/entertainment, food, finance, telecommunications, watches/jewelry, travel and beverages
  8. Revenues from the 26-45 demographic are equivalent to 61% of the total ad spend in magazines in Mexico
  9. Women make up 52% of the magazine buyers in Mexico, while men account for 37%, boys under 16 account for 6% and girls under 16 account for 5%
  10. 27% of Mexico’s magazine readers are from class D+ while 24% are classes A/B: other socioeconomic classes account for considerably less revenue, including C (18%), C+ (16%), D (15%)
  11. The top 10 advertisers in magazines in Mexico in 2012 were:
  • GM
  • Telcel
  • Walmart
  • Nestle
  • P&G
  • Unilever
  • Andrea
  • LVMH
  • Ilusion
  • Palacio de Hierro

 

To find out how we can help you reach Latin American consumers via media campaigns of all types, please contact us.

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