2014 MEDIA KIT
THE TIJUANA-SAN DIEGO CROSS BORDER MARKET IN 2013, AN AVERAGE OF 42 MILLION INDIVIDUALS CROSSED THE BORDER FROM TIJUANA INTO SAN DIEGO SHOPPING IS THE #1 MOTIVE FOR INDIVIDUALS CROSSING THE TIJUANA/SAN DIEGO BORDER SENTRI PASSES OFFERS CONVENIENCE TO CROSS BORDER SHOPPERS. SENTRI HOLDERS CAN CROSS THE BORDER AT A RATE OF 10 SECONDS PER VEHICLE. Source: Data shown is for combined individuals crossing northbound at San Ysidro and Otay Mesa Ports of Entry; data compiled by Crossborder group Inc, original data source: Customs & Border Protection, supplemented by US Dept of Transportation. Crossborder Group Inc, 2012 San Ysidro & Otay Mesa Border Crossing Car & Pedestrian Survey (April 2012, n=1,067 Mexico residing participants.).
WHO IS THIS CROSS BORDER MARKET? AGE GENDER FREQUENCY OF BORDER CROSSING 18-27 27% 5+ times/week 37% 28-37 34% 38-47 24% Male, 61.7% Female 38.3% 2-4 times/week 25% 1 time/week 17% 48-57 9% 1-2 times/month 14% 58-67 4% Less than Once/Month 7% 68+ 1% First Time Crossing 0.1% Mexico Citizen with US Visa IMMIGRATION/CITIZENSHIP STATUS OF MEXICAN RESIDING BORDER CROSSERS AT SAN DIEGO-TIJUANA US Citizen US-MX / Dual Nationality US Perm. Resident (Green Card) 58.3% 18.1% 14.6% 7.6% Source: Crossborder Group Inc, 2012 San Ysidro & Otay Mesa Border Crossing Car & Pedestrian Survey (April 2012, n=1,067 Mexico residing participants)
THE ECONOMIC IMPACT OF TIJUANA / MEXICALI SHOPPERS IN THE U.S.
THE ECONOMIC IMPACT OF THIS LUCRATIVE CONSUMER Economic impact from Baja California shoppers into San Diego County: $10 to $14 Million Daily $3.5 to $5.0 Billion Annually $140-$170 Average spending in San Diego by Baja California residing border crossers (per visit) 75% are frequent shoppers 75% of Baja California residing border crossers shopped in San Diego shopped 1 to 4 times/month Source: Crossborder INFORMA Regional Border Crossing Trends & Economic Impact, 2012 5
SHOPPING IS THE #1 MOTIVE FOR CROSSING THE BORDER PRIMARY MOTIVATION FOR CROSSING THE TIJUANA-SAN DIEGO BORDER 44.3% 34.3% 12.2% Shopping Work or Business Family or Social Visit Source: Crossborder Group Inc, 2012 San Ysidro & Otay Mesa Border Crossing Car & Pedestrian Survey (April 2012, n=1,067 Mexico residing participants)
MAIN PURCHASES MADE BY TIJUANA SHOPPERS WHEN YOU HAVE MADE PURCHASES IN SAN DIEGO, WHAT TYPE OF PRODUCTS HAVE YOU BOUGHT IN THE LAST 30 DAYS? 43.40% 12.90% 12.70% 8.80% 5.60% 3.98% FOOD ELECTRONICS BEAUTY PRODUCTS CLOTHING / SHOES ELECTRICAL APPLIANCES AUTOPARTS Source: Crossborder INFORMA Regional Border Crossing Trends & Economic Impact, 2012
FAVORITE SHOPPING DESTINATIONS SAN DIEGO MALLS VISITED THE MOST BY CROSS BORDER SHOPPERS 59% Las Americas (Outlets) 28% Plaza Bonita 26% Chula Vista Shopping Center 12% Fashion Valley 8% Horton Plaza 6% Mission Valley 5% Otay Ranch Towne Center 14% Other TOP SAN DIEGO STORES SHOPPED BY CROSS BORDER SHOPPERS 64% Walmart 27% Target 26% Costco 20% Ross 14% Swap Meet 11% Macys 10% Vons 7% Home Depot 7% JC Penney 7% Marshalls 67% Other Source: Crossborder Group Inc, 2012 San Ysidro & Otay Mesa Border Crossing Car & Pedestrian Survey (April 2012, n=1,067 Mexico residing participants) 8
ADVANTAGE OF SHOPPING IN THE U.S. U.S. PRICES AND TAXES ARE LOWER IN THE U.S. THAN IN MEXICO BORDER STATES TAX RATE DIFFERENCE: Tijuana Tax Rate: 16% San Diego Tax Rate: 8% A quick comparison in pricing* between U.S. and Mexico LUXURY VEHICLE Mex starting price: $41,938.46 USA starting price: $36,504.00 BODY GRIP ROUTER Mex: $249.76 USA: $160.92 PLAYSET BUNDLE Mex: $2,230.68 USA: $1,510.92 VIDEO GAME Mex: $84.68 USA: $62.63 difference of $5,434.46 difference of $88.84 difference $719.76 difference $22.05 *Pricing obtained from stores websites of the same store, one in the U.S. and one in Mexico.
REACHING THE TIJUANA / MEXICALI MARKETS
REACH & ENGAGE THIS LUCRATIVE MARKET REACH & ENGAGE TIJUANA / MEXICALI DISTRIBUTION 100,000 copies in Tijuana 30,000 copies in Mexicali Friday, free, home-delivered to mid-high income households LA BOLSA AZUL La Bolsa Azul (The Blue Bag) is a licensed household distributor in Baja California and delivery is verified by a 3rd party. Established in 1991, La Bolsa Azul has delivered over 1,100 weeks without missing a single drop-date. Click here to learn more about La Bolsa Azul distribution*: https://vimeo.com/93173906 HOY FIN DE SEMANA Hoy Fin de Semana is the largest Spanishlanguage home delivered newspaper in the U.S., serving the Hispanic communities in Los Angeles, Chicago, Philadelphia, Baltimore and now Tijuana and Mexicali. More than 1.5 Million copies are distributed weekly and with its culturally relevant content, it provides businesses with an effective and trustworthy way to reach and engage the Hispanic market. *To obtain the video code please contact you Tribune Media Group Representative or Yanina Beccaria at (312) 307-2083
WHY FIN DE SEMANA & LA BOLSA AZUL? 1 Quality advertising vehicle that reaches valuable US/Mexico border shoppers BENEFITS 2 3 Home-delivered on Fridays to households with mid to high incomes Polybag packaging provides a protective layer to FDS and inserts 4 Dependable Distribution: La Bolsa Azul is a trusted licensed household distributor in Baja California
TIJUANA FOOTPRINT Distribution: 100,000
MEXICALI FOOTPRINT Distribution: 30,000
CONTACT US FOR MORE INFORMATION, PLEASE CONTACT YOUR REPRESENTATIVE OR YANINA BECCARIA AT (312) 307-2083.
ADDENDUM
FIN DE SEMANA EDITORIAL CONTENT OVERVIEW BUEN PROVECHO DE TIENDA MANÉJALO HOY PADRES DE HOY GOOD COOKING SHOPPING AUTOMOTIVE PARENTING PASATIEMPOS TU SALUD VIDA DIGITAL ESPECIAL PASTIMES HEALTH DIGITAL SPECIAL REPORT
FREQUENTLY ASKED QUESTIONS Q. Why is Fin de Semana emerging in the Baja California market? A. We have identified a significant border crossing from Baja California to San Diego by very affluent Mexican nationals. Visitors from Baja California spent $6 billion in the U.S., representing a unique opportunity for our advertisers as well as our organization. We will have border expansion plans in the near future. Q. Who owns La Bolsa Azul? A. Homero Reyes and his son Adrian own the trade mark, the distribution company, the trucks and facilities, the proprietary database, and distribution methodology, etc. Tribune/Hoy now handles all national sales for La Bolsa Azul, and we will be launching Hoy-FDS in Tijuana to serve as the wrap of all pre-prints inside the bag. Q. How are La Bolsa Azul and Fin de Semana s product presented? A. Fin de Semana is a newsprint wrap for pre-prints inserted in a blue bag. Q. How is the distribution list determined? A. For the last 23 years La Bolsa Azul has implemented a very efficient methodology to determine the neighborhood distribution. They overlay proprietary data and information that includes affluent homes in the Tijuana and Mexicali areas. Some of the date includes: Government issued SENTRI passes, high electricity consumption homes (bigger homes with more appliances and high end products), American Express users, among others. Q. Why is the product distributed to neighborhoods vs. zip codes? A. In Baja California zip codes cover large areas with extreme changes in household income. Targeting by neighborhood is a more effective solution to reach the more affluent areas. Q. Can we zone? A. We can t zone by neighborhood. We can zone by region; Tijuana (100,000 copies) or Mexicali (30,000 copies). However, we accept smaller quantities. They are randomly inserted ADDITIONAL FAQs Source: McPhail, Bob. "Baja California Economy Suffers for Lack of Northern Visitors." San Diego Reader, 21 Mar. 2013. 18
FREQUENTLY ASKED QUESTIONS Q. Will distribution be audited? A. Yes, La Bolsa Azul is audited by Instituto Verificador de Medios (IVM). Q. Will insert rates change for La Bolsa Azul s current advertisers? A. No. We are honoring existing rates Q. Can advertisers run ROP ads in the newsprint wrap? A. No, not currently, but we hope to have this option for our advertisers in the near future. Q. Can advertisers order the printing and insertion of their FSIs? A. No. We only accept Client Furnished pieces. We hope to have a print option for our advertisers in the near future. We will let you know when this is available. Q. Where should our clients ship their orders? A. Shipping instructions, as well as deadlines and requirements, are located inside our Rate Card Sheet. Shipping Location, La Bolsa Azul Receiving 10025 Siempre Viva Rd, Suite D San Diego, CA 92154 (619) 710-6996 (no appointment necessary), Hours: Monday-Friday, 7:30am PST to 5:00pm PST, (Closed Saturdays, Sundays and holidays.) Q. Who will enter the orders in Adit? A. Hoy Chicago will enter the orders into Adit for the first few months until further notice. Please send all Insertion Orders to: Yanina Beccaria, ybeccaria@tribune.com, 312.307.2083 Q. How will the billing be sent? A. The billing statements will be sent by Chicago Tribune with La Bolsa Azul Market as a line item. Source: McPhail, Bob. "Baja California Economy Suffers for Lack of Northern Visitors." San Diego Reader, 21 Mar. 2013. 19