Latin Trade breaking ground in Mexico

Interesting report from the folks at Media Planning in Mexico came our way. They find out who's reading what and why through typical 1,000+ person interviews.

Some topline results: The "affinity" study shows our best readers, that is, our biggest fans, are over 60 (ie, business owners and investors), although readership is nicely distributed, with the biggest single group being 35 to 44 years of age (37%).

We are in spot 22 in the readership survey of all monthly magazines. In Guadalajara, Monterrey and greater DF the result was 2.29% in the latest month, the top of the list being National Geographic at just over 8% of readers in Guadalajara and Monterrey and Muy Interestante at 18% in DF. Business magazines (although not direct competitors) ahead of us included Entrepreneur, Mundo Ejecutivo, and Business Selecciones. No other pan-regionals on the list. Over six months, readership was 2.79% in all three markets.

Considering just Guadalajara, a distinction Media Planning made in its report, Latin Trade falls "en los primeros lugares," among all monthly magazines, both in the past month and past six months. In those studies, no business magazine is ahead except Entrepreneur by a slight margin.

As far as perception, decision making was a key factor for reading, according to the report excerpt. Our thanks to the sales team for all their support in the region, but also much credit goes to Mexico Correspondent Marisol Rueda for strengthening our coverage in Mexico, fully one-third of our total circulation.