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The Handbook of Spanish Language Media the Media Industry in Mexico

The Handbook of Spanish Language Media the Media Industry in Mexico

This article was downloaded by: 10.3.98.104 On: 25 Sep 2021 Access details: subscription number Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: 5 Howick Place, London SW1P 1WG, UK

The Handbook of Media

Alan B. Albarran

The Media Industry in

Publication details https://www.routledgehandbooks.com/doi/10.4324/9780203926475.ch3 María Elena Gutiérrez Rentería Published online on: 05 Aug 2009

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The publisher does not give any warranty express or implied or make any representation that the contents will be complete or accurate or up to date. The publisher shall not be liable for an loss, actions, claims, proceedings, demand or costs or damages whatsoever or howsoever caused arising directly or indirectly in connection with or arising out of the use of this material. Downloaded By: 10.3.98.104 At: 19:46 25 Sep 2021; For: 9780203926475, chapter3, 10.4324/9780203926475.ch3 Downloaded By: 10.3.98.104 At: 19:46 25 Sep 2021; For: 9780203926475, chapter3, 10.4324/9780203926475.ch3 ISBN 0-203-92647-1Mastere-book collection ofthousandseBookspleasegotoww To purchaseyourwncopofthisoranylor&FrancisRoutledge’s This editionpublishedintheTaylor&Francise-Library,209. Handbook ofSpanishlanguagemedia/[edited]byAlanB.Albarran. Library ofCongressCataloginginPublicationData infringe. trademarks, andareusedonlyforidentification andexplanationwithoutintentto Trademark Notice retrieval system,withoutpermissioninwritingfromthepublishers. invented, includingphotocopyingandrecording,orinanyinformationstorage any formorbyelectronic,mechanical,othermeans,nowknownhereafter All rightsreserved.Nopartofthisbookmaybereprintedorreproducedutilizedin © Routledge isanimprintoftheTaylor&FrancisGroup,informabusiness 2 by Routledge Simultaneously publishedintheUK 270 MadisonAve,NewYork,NY10016 by Routledge First published2009 ISBN 13:978–0–203–92647–5(ebk) ISBN 13:978–0–415–99101–8(pbk) ISBN 13:978–0–415–99044–8(hbk) ISBN 10:0–203–92647–1(ebk) ISBN 10:0–415–99101–3(pbk) ISBN 10:0–415–99044–0(hbk) Park Square,MiltonPark,Abingdon,OxonOX144RN 2009 Taylor&Francis 3. Massmedia—Spain. 1. Massmedia—LatinAmerica. 302.23098—dc22 P92.L3H36 2009 Includes bibliographicalreferencesandindex. p. cm. : Product orcorporatenamesmaybetrademarksregistered 2. HispanicAmericanmassmedia. w.eBookstore.tandf.co.uk. 2008054971 Downloaded By: 10.3.98.104 At: 19:46 25 Sep 2021; For: 9780203926475, chapter3, 10.4324/9780203926475.ch3 broadcasting. Thefi society: DíazOrdazwanted to haveaccessthemedia,andhecreatednewrulesrelated to political groupsandmediamanagers. CommercialTVwasslowlygainingmoreinfluence in the termofPresidentGustavo DíazOrdaz(1964–1970),therewereconfrontations between radio, thatis,airtimeconceded togovernmentauthorities,alsocameunderdiscussion. During regime (Corral,2007;Fuentes-Berrain,2001).Finally,the useoffiscaltimeontelevisionand for revokingthesame.Thisisapermanentsourceoflinkage betweenthemediaandparty Mexico. Thedebatehascenteredonassigningradioandtelevision concessions,aswellcauses for RadioandTelevision,establishedin1960,hasalsobeen underpermanentdiscussionin regards tofinancingandinfluencefromthegovernment(Villanueva, 2001). principal governmentinstitutions,andthehealthyeconomic independenceofsomemediawith been informationaltransparencyonthepartofgovernment, accesstothemediaby regime, underwhichtheinformationindustrymustoperate. Theprincipaltopicsfordebatehave for socialcommunicationsinthecountry(Gutiérrez,2004). media industry,therewasneveraclear,effectivejudicialframeworkthatwouldsetthestandards between thepresident,rulingparty(PRI),bigbusinessand,ofcourse,media.In has beenoneoftheconsequencesrelationships,attimesharmonious,confl media industry. government forsevendecades,andalsoinfluencedtheeconomyactionsofcountry’s , thiseventpromisedtheendofapresidentialsystemthathadcharacterized National ActionParty),representedbyVicenteFoxQuesada,wasthewinner.Formajorityof Institutional RevolutionaryParty)wonthepresidentialelections.PartidoAcciónNacional(PAN: For thefirsttimesince1929,apartydifferentfromPartidoRevolucionarioInstitucional(PRI: The year2000sawaneventthelikesofwhichMexicohadnotexperiencedinalmostseventyyears. Introduction Broadcasters ceded atotalof12percentprogramming timetothegovernment authorities;in Also underdiscussionandchangehasbeenthetopicoftelecommunications. TheFederalLaw Some ofthegreattopicsthathavedominateddiscussionsince 2000arerelatedtothejudicial The concentrationoftheeconomic,political,mediaindustryandsocialstructureinMexico scal taxthathepretendedto establishwastransformedinanexchange. The Media Industry inMexicoThe Media Industry Universidad Panamericana,,Mexico María ElenaGutiérrezRentería icted, 3 Downloaded By: 10.3.98.104 At: 19:46 25 Sep 2021; For: 9780203926475, chapter3, 10.4324/9780203926475.ch3 of concentration foundinnationaltelevision. and informalcommercialactivities. Astothemedia,negativefeelingsremainduehigh level However, therearestillproblems thathavebeenhardtosolve,suchasdrugtrafficking,insecurity, spite ofthenegativeeffects currenteconomicsituationintheneighboringnorthern country. competitive roleonthemarkets, andforastrongerpoliticalsystem. investment. Moreinstitutionalreformsareexpected,and theseshouldallowforamore of marketglobalization. only onthedomesticfront,butalsointernationally.Thecountry hasalsofelttheconsequences vatization. Thishashelpedthecountrygroweconomicallyand becomeacompetitivemarket,not Beginning inthe1990s,Mexicobeganaperiodofliberalization deregulationandmarketpri- media groups,whichhasfavoredtheconcentrationofaudiovisual industry. media sector.Atpresent,therearenolegallimitstovertical orhorizontalintegrationinmulti (COFETEL) andtheFederalLawforTelecommunications; bothdirectlyimpacttheMexican The firsthalfofthisdecadesawthecreationFederal LawforEconomicCompetition others. Economicneoliberalismandaperiodofindustryderegulationbeganintheearly1990s. and public.SomeexamplesareVitro,Cemex,GrupoCarso,Gruma,MasecaTelmex,among market structurewithhighlevelsofconcentration.Thisgaverisetolargemonopolies,bothprivate in thecountry(ConsultaMitofsky,2005). Mexican mediaareconsideredamongoneofthemosttrustworthyandcrediblesixinstitutions modern Mexico,urban,globalized,withtheprosperityofcountriesfirstworld.The inequality. ThereisruralMexico,poorandpredominantlyindigenous.Incontrast,there existence ofdistinctandseparateworlds,withthetensionscontradictionscharacteristic Mexico ischaracterizedasamosaicofrealities.ThisregionLatinAmericaexemplifi Macroeconomic Environment section describestheprincipalleadersineachsector. audience preferencesandtastesintermsofinformationentertainment.Finally,thethird variables thatinfluencethemedia.Thesecondsectiondealswithmediacontent,aswell birthplace ofthemajorityHispanicresidentsinUnitedStates. this examinationisbasedonthefactthatMexicolargestcountryinLatinAmerica,and media sectorinMexicowiththegreatestinfluenceonHispanicmarket.Theimportanceof Sánchez-Ruíz, 2000;Sánchez-Ruíz&Hernández,2001). to economyorstrategicmanagement(e.g.,Gutiérrez,2001,2004,2007,2008;Hernández,2001; and fewsourcesofinformationthatstudythecommunicationssectorfromaperspectiverelated Amyot, 1995;Clarke&RiddellFadulSolis,1995).InMexicotherehasbeenlittleresearch of concentrationoninformationalpluralism,diversityandculturalcontentinthecountry(see pp. 72–75). reduction infiscaltimeto2.5percentofprogramminggivenauthorities(Gutiérrez,2004, this waythestatemanagedaccesstoradioandtelevision.In2003,authoritiesapproveda For severalyears,theMexicaneconomyhasbeenseenas lowriskfornationalorforeign Throughout itshistory,theMexicaneconomyhasbeengreatly dependentontheUnitedStates. Since the1930s,Mexicoalloweddevelopmentoffirmsthatlearnedtoparticipateina This chapterisdividedintothreesections.Thefirstsectionpresentsthemainmacroeconomic This chapteroffersabriefdescriptionoftheprincipalactorsandcharacteristicsthatdefine Some studieshaveaddressedtheinfluenceofaudiovisualindustrygivenmaximumlevel The telecommunicationssector ismoreopentoforeigninvestment.Jobgrowthstable, in The MediaIndustryinMexico es the • 35 - Downloaded By: 10.3.98.104 At: 19:46 25 Sep 2021; For: 9780203926475, chapter3, 10.4324/9780203926475.ch3 these familieslackbasiceducation;theydonotowntheirhomes andareveryausterepeople. Level Eisthelowestsegment,andnotoftenincludedin marketsegmentation.Theheadsof D/E arerepresentedbythosehouseholdswheretheheadhas anaverageprimaryschooleducation. and inothers,theyareacquiredthroughagovernmentcredit program.Ontheotherhand,levels primary school.Theirhomesare,forthemostpart,owned,thoughinsomecasestheyarerented, of D+householdsarethattheheadfamilyisapersonwhohasfinishedsecondaryoratleast Mexican AssociationofMarketResearchAgenciesandPublicOpinion),themaincharacteristics Asociación MexicanadeAgenciasInvestigaciónMercadoyOpiniónPública(AMAI: is largelymadeupofsocioeconomiclevelsD+andD/E.Accordingtotheclassificationby Applied Research)(2007). to researchcarriedoutbytheAgenciaMexicanadeInvestigaciónAplicada(MexicanAgencyof and Guadalajara.Table3.1showsthesocioeconomiclevelofthesethreecitiesin2007,according 95 percentoftheyoungerpopulationisliterate. aged 15to17were,whilebarely22.3percentof1824yearoldsstillattendedschool.Ingeneral of childrenandteenagers(aged6to14)wereattendingschool;only55.3percentyoungpeople development (ConsejoNacionaldePoblación,2000).In2000,91.8percentofthetotalpopulation the populationisunder29yearsofage.Theaveragelifeexpectancy75years. Población, 2007).Ofthese,56,066,743aremenand53,723,982women.About62percentof National CouncilofPopulation)itismadeup105,790,725persons(ConsejoNacionalde Association of Radio BroadcastersoftheValley ofMexico,2008,p.9). 38 percent,accordingtothe AsociacióndeRadiodifusoresdelValleMexico (ARVM: Mexico ismuchhigherthanthe average.Itiscloseto58percent,whiletheworldaverage around and tothelowlevelofreadership. Inaworldcomparison,investmentinopenaccesstelevision is the currentsituationoftransition todemocraticlife,thesocioeconomiclevelofpopulation, part, tothepoliticalenvironment thatcharacterizedMexicoduringtheone-partydictatorship, to stitutes thelargestsourceofentertainmentandinformation forthepeople.Thisisdue,inlarge on theevolutionofbehaviors,valuesandcustoms theMexicanpublic.Televisioncon- in Mexicansociety;itisthemeanschosenbyadvertisers,and itistheonethathashadaninfluence Commercial televisionwithnationwidecoverageisthemost influentialmeansofcommunication Main SourcesofEntertainmentandInformation 17 100 40 20 15 8 22 100 32 18 16 12 100 27 41 15 S 11 7 Total D/E D+ Guadalajara(%) C (%) C+ A/B MexicoCity(%) Classification Table 3.1 36 ource: CompiledbytheauthorwithinformationfromAMAI Table 3.1illustrateshowmostoftheMexicanpopulation,locatedinthreelargestcities, Cities withthestrongesteconomic,politicalandsocialinfluencesareMexicoCity,Monterrey Mexico isconsideredthethirdcountryinLatinAmericatermsofmedianhumanandsocial The populationofMexicoisyoung.AccordingtotheConsejoNacionaldePoblación(Conapo: • María ElenaGutiérrezRentería Integration ofSocioeconomicLevelsinMexico,2007 Downloaded By: 10.3.98.104 At: 19:46 25 Sep 2021; For: 9780203926475, chapter3, 10.4324/9780203926475.ch3 Cablevisión, which belongtoGrupoTelevisa. cable providerinMexico is MegacableTelecomunicaciones,followedbyCablemás and advantage ofconvergence,and toencouragecompetition.AccordingCANITEC,the largest interconnection. Cableproviders havejoinedtogetherhopingtogetmorecoverage, totake hoping thatTelmex,themain provideroftelephoneservicesinMexico,willnotbeanobstacle to was awaitingreformofthetelecommunications law.Companieswhoparticipateinthissector are million Internetsubscribersand200,000totelephone services.Asof2008,thecountry Telecomunicaciones, 2008,p.44).AccordingtoCANITEC, theindustryexpectstoreach1.1 more than4.3millioninpaytelevisionby2007(Cámara NacionaldelaIndustrialas services, andarecurrentlypreparedtooffertheservicesthat makeupthetripleplay. public stationsarerequiredtohavepermissions.Throughout thecountry,companiesofferdigital are requiredtohaveconcessions.Official,cultural,experimental, schoolstationsorotherkindsof the purposeofstations,whichcanbecommercial,cultural orexperimental.Broadcaststations years tooperatecommercially.Article13ofRadioandTelevision lawwarnsaboutthenatureand admit orrejectadvertisers.Thelawgivesconcessionstoradio andtelevisionstationsuptothirty tobeapublicservice.Mediamanagersareallowed tochargefreelyadvertisers,and companies throughoutthecountry.Mexicanlegislationestablishedin1960considersradioand Industry), 2008).Atpresent,thereareroughly1,100concessionscontrolledbysome200 Industria delasTelecomunicaciones(CANITEC:NationalChamberofCableTelecommunication revenues (ARVM,2008,p.9). Azteca andGrupoRadioCentro;togethertheyaccountformorethan50percentofalladvertising technologies. ThethreemaincommunicationsgroupsinthecountryareGrupoTelevisa,TV affected bydecreasinggovernmentinvestmentinadvertisingandthearrivalofnew 2005). Mexicana deAgenciasPublicidad(AMAP:MexicanAssociationofAdvertisingAgencies), total advertisingpie,itisanindustrythatgrowingexponentiallyyearby(Asociación and thenationalpress.Inspiteoffactthatonlineadvertisingacquiresonly1percent oa 100 2.0 1.0 2.0 A Source: Compiledbytheauthorwithinformationfrom 5.0 5.0 8.0 Total 8.0 Others 11.0 58.0 Cinema %share Magazines Newspapers Radio Outdoor Television Segment Table 3.2 MAP Mexico’s cabletelecommunicationsindustrygrewfrom1.9 millionsubscribersin2003to Penetration bypaytelevisioninMexicoisapproximately28percent(CámaraNacionaldela The audiovisualindustryhasremainedalmostthesamesince2000.However,somemediawere Commercial televisionisthemeansmostselectedbyadvertisers,followedbillboards,radio Market SegmentationbyValue,2007 preferences ofadvertisers. the Internet.Table3.2showsinvestment whose sourceofinformationandentertainmentis groups. Thereisasegmentofthenationalmarket fragmentation isachallengeforreachingkey selective indecidingwheretoadvertise.Audience telephone andInternet). packaging triple-playservices(digitaltelevision, allows payandcabletelevisiontobeginlookingfor Internet, andalsoduetodigitalconvergencethat consumer habits,especiallyduetothearrivalof In Mexico,therehavealsobeenchangesin media companiesinMexicoentertainandinform. markets havecontributedtorethinkingthewaysthat At thesametime,newtechnologiesandopening For theirpart,advertisershavebecomemore The MediaIndustryinMexico • 37 Downloaded By: 10.3.98.104 At: 19:46 25 Sep 2021; For: 9780203926475, chapter3, 10.4324/9780203926475.ch3 for themostpart, toTelevisaandTVAzteca. Inthepastfewyears,state televisionhastriedto attention throughtheproduction ofmelodramastargetedtothemiddleclass. economic groupareTelevisa’s targetaudience.Inspiteofthis,TVAztecahascapturedaudience dominant agegroupisover 45 yearsofage.Ingeneralterms,olderviewersinalower socio- to Jara&Garnica(2007,pp. 87–88), therearetwowomenforeverymanintheaudience. The or downloadmusicandtoplayonlinegames. connection timeisaround2hoursperday.Themajorityofyoungpeopleusethattolisten total usersamongthatpopulation;theageprofileisbetween13and35yearsofage.Approximate Telefónica, 2007).SocioeconomiclevelsABC+andCaccountforapproximately70percentofthe were around20.4millionusersamongthetotalpopulationover6yearsofage(Fundación part oftheirprogrammingtotheproductionandbroadcasting ofsoapoperas. end. ’sChannel2(“thechannelofthestars”)andTV Azteca’sChannel13devotealarge daily newsprogramsonbothTelevisaandTVAztecabegin assoontheirmajorsoapoperas important Mexicanexportinaudiovisualmaterialforseveral .Infact,themostimportant as their totalbroadcasttimetomovies,musicalprogramsorseries. movies. Withregardtopaytelevision,themajorityof channels devotealmosttwo-thirdsof gramming ingenressuchasmagazineshows,marketingprograms, newsprogramsandforeign pay televisionvyingforaudienceattention. of thetotalbroadcasttime.Thisexplainsenormouscompetitionthatexistsbetweenopenand and therestisdevotedtoadvertising.Nevertheless,averageviewerwatcheslessthan2percent million minutesayear.Ofthistotal,roughly80percentofthetimeisdevotedtoprogramming, average shareof27.9percenttheprime-timehoursonweekdays(GrupoTVAzteca,2007). its bestratingsduringtheyear(GrupoTelevisa,2007).However,TVAztecareportedin2007an network’s prime-timehours.Thecontent,inparticularsoapoperas,broughtUnivisionsomeof in Mexico.Inaddition,itsaveragesign-ontosign-offaudiencesharewas70.9percentofthe company aired78percentofthetophundredprograms,andforty-fi percentage ofviewersisbetween68and70percent.AccordingtoGrupoTelevisa,in2007the 2007, p.61).PrimetimeinMexicoisbetween9p.m.and10Duringthisperiod,theaverage TV Azteca.Currently,themainbroadcastnetworksareTelevisaand Imevisión—the publictelevisionnetwork—toRicardoSalinasPliego,whoisthemainownerof has neverhadthesameacceptanceamongaudience.In1993governmentdecidedtosell years (1973–1993)controlledbytheAzcarragafamily;thiscompanyisTelevisa.Publictelevision monopolies underthedirectionofstate.Mexicohadaprivatetelevisionmonopolyfortwenty neighboring country,unlikethemajorityofEuropeancountries,withdecadesaudiovisual Mexican televisionandradiohadthesamenuancesastolegislationtheydidinnorthern The mediaindustrymodelischaracterizedasacommercialenterprise,itintheUnitedStates. Television 38 well assoccermatches,hashelpedgenerateaudiencesfor advertisers, andhasbeenthemost In 2007,theInternetboasted19.5percentofnationalpenetration.Thatis,inthatyear,there Table 3.3includestheprincipal televisionchannelsinMexico.Therearenumerousaffiliates, Soap operaviewersaremainlywomen;men,though,also habitually watchthem.According Melodramas (soapoperas)arenotthemostimportantpart of Mexicanproduction.Thisgenre, Broadcast televisionwithitsnationalcoveragedevotesthe greaterpartofitstimetopro- According toJara&Garnica(2007,p.71),Mexicantelevisionasawholebroadcastsaround22 The • María ElenaGutiérrezRentería typical Mexicanspendsaboutfourandahalfhourswatchingtelevision(Jara&Garnica, ve ofthetopfi fty programs Downloaded By: 10.3.98.104 At: 19:46 25 Sep 2021; For: 9780203926475, chapter3, 10.4324/9780203926475.ch3 powerful groups. for maintainingeditorialstances accordingtoeconomicinterestsrelatedpoliticalparties or radio stationswithoutanestablished politicalposition;thereareothersthathavebeencriticized undergoing alearningprocess withrespecttothenewpoliticaleraincountry.Thereare some on paytelevisionchannels. to carryouttheircampaigns(IbopeAGB,2008).Someofthe radioprogramsarealsobroadcast Alfaro, SergioSarmientoandPedroFerrisdeCon.Infact,radio hasbeenusedbypoliticalparties Ciro GómezLeyva,EduardoRuizHealy,DeniseMaerker, JorgeZarza,AdelaMicha,Alejandro opinion inMexico.AmongthemostimportantareJacobo Zabludovsky,JoaquínLópezDóriga, commuting inthatpartofthecountry(ARVM,2008). in MexicoCity,radioisakeycompanionmedium,because oftheamounttimepeoplespend Radio CentrotradesonthestockmarketsinbothMexicoand NewYork. and coverageinthesouthernUnitedStates;GrupoRadio Centro,with14stations.Grupo country; MVSRadio;GrupoRadioFórmula(belongingto theRamsachain),with101stations Concessionaires), associatedwiththeClearChannelgroupand160stationsthroughout 220 stations,distributedalloverthecountry;GrupoACIR(AssociationofIndependentRadio stations inthecountry;mostofthemareaffiliatedtoonemainradiogroups. depending ontheregionwherestationislocated.Thereare855AMstationsand616FM radio, newsprograms,opinionprograms—andentertainment,whichisprimarilymusicalcontent Commercial Commercial Programming andsupplyofradiocontentinMexicoismadeupamixinformation—talk Public Radio MexicoCityandFederal Commercial SistemadeRadioyTelevisión its targetaudience. MexicoCityandFederal National National Type increase audienceparticipation,thoughithasnotbeenabletocreatecontentthatisattractive ImagenTelecomunicaciones Source: Compiledbytheauthorfromvarioussources Canal 34 Culturalandeducational Coverage MexicoCityandFederal TVAzteca Canal 28 Televisa Proyecto 40(MexicoCity) ConsejoNacionalparala Canal 7and13, Canal 5and9 Culturalandeducational Canal 2,4, MexicoCityandFederal Institution InstitutoPolitécnicoNacional TV Canal 22 Canal 11-XEIPN Channel Table 3.3 The industryhasgivenrisetoseveraljournalistswhoare consideredasleadersofpublic According totheAsociacióndeRadiodifusoresdelValle México, intheFederalDistrictand The mainradiogroupsoperatinginthecountryareOrganizaciónRadiorama,withmorethan Mexican radioisexperiencing ahighrateofaudiencesegmentationandithasalso been NMUiesddAtnm Mxc iyadFdrl Culturalandeducational MexicoCityandFederal UniversidadAutónoma UNAM Principal ChannelsonOpenTelevisioninMexico,2008 eMxc District District de México Cultura ylasartes eiuneDistrict Mexiquense District District The MediaIndustryinMexico • 39 Downloaded By: 10.3.98.104 At: 19:46 25 Sep 2021; For: 9780203926475, chapter3, 10.4324/9780203926475.ch3 to Verifi broadcasting options. regardless ofaudienceacceptance.Listenersaretiringthispracticeandoptingforthenew enter intopactswithrecordcompaniestobroadcastsongsandlodgethemintheaudience’smind, have madethese allianceswithinternational organizations.Thishascontributed tochangingthe made. Someoftheindustryleaders havemadestrategicallianceswitheachother,while others ,Monterreyand Guadalajara, wherethepoliticaldecisionsthatimpactsociety are enterprises handledifferentbrands distributedbyregion.Otherssimplylocatetheiroperations in existent marketforthepress, atlowcostandwithconsiderablereach(Méndez,2006,p. 51). previously readanynewspaper.Thesepapershaveopened upafertileandpreviouslynon- technologies, andbytheunfortunatepracticeknownas period withthehighestnumberoflistenersis7a.m.to3p.m. English orSpanish;ballads,pop-rock,mainstreamSpanishmusic.Thescheduling among adultlisteners,aswellstationsdevotedtocertaintypesofmusic:Grupera,popin allows acommunitytoremainintouch.Talkradioispredominantandhasthemostimpact El Gráfico sensationalism ortosports,withtheintentionofcapturing a non-readingaudience.Forexample, Beginning in2000,freenewspapersbegantocirculate locally. Therearethosedevotedto needs. Newpapershavesprungup,andthecurrentsupply evenincludessomeforeignpapers. as theytrytodevelopstrategiesappropriatethemarket, whiletheyattendtotheirreaders’ to favoraparticularpoliticalparty.Therehasbeennotable changeintheprincipalnewspapers, changed editorialandcommercialstrategies.Mostnewspapers havenooffi helped tobringaboutinformationaltransparency. Institute ofAccesstoPublicInformation)havebeeninvolvedindifferentlegalprocessesthat Combatting Corruption)andInstitutoFederaldeAccesoalaInformaciónPública(IFAI: Transparencia yelCombatealaCorrupción(IntersecretaryCommissionforTransparencyand linked tothegovernment. their mainsourceofincomecamefromgovernmentadvertising,orenterprisesdirected the media.Newspapersthatdependedonfederalfundshavebeendisappearinglittlebylittle,since caused aconsiderabledecreaseinthefundingavailabletogovernmentforself-promotion in somecases,governmentmanipulation.Atthesametime,variousrecurringeconomiccrises during thePRIerawasstrongpartyinfluenceoneditorialissues,throughloans,concessionsor, between someofthemoreimportantpapersandcountry’spoliticalleaders. Mexico hasalwaysbeennotedforitslowreadershipnumbers,andthedirectlinksthatexisted the newinformationtechnologies,politicalchangesandsocioeconomiclevelofpeople. Perhaps itisthenewspaperindustrythathasmostbeenaffectedbyarrivalofInternetand Newspapers 40 El Gráfico Radio hasbeenoneofthemeanscommunicationthatmostaffectedbynew Audience participationisactive:Mexicanradiocontinuestobealocalorregionalstrategythat The country’smainnewspapershaveredoubledeffortstoimprovetheircontent,and Beginning inthe1990s,diverseinstitutionssuchasComisiónIntersecretarialparala One ofthemainfeatureshistoryanddevelopmentMexico’sprincipalnewspapers The Mexicanpressispredominantly regionalorlocal.Themostimportantjournalistic • cador deMedios(IVM),hasbecomeoneofthenation’smost populardailies.According María ElenaGutiérrezRentería , a ’s director,EduardoVorhauerof sporting papercertifiedbyInstitutefortheVerification of MediatheInstituto El Universal payola , 29 percentofthereadersdidnot , whereby certainradiostations cial editorialstance Downloaded By: 10.3.98.104 At: 19:46 25 Sep 2021; For: 9780203926475, chapter3, 10.4324/9780203926475.ch3 El País are dailies.Someforeignpapersincludedinthese,suchas enterprises havetriedtoaccomplishtheirsocialrolesinthewaytheyhandleinformation. political transitiontowardsdemocracy.Themostimportantandrenownedinformation advertisers. Thepresshasgivensignsofpositivechange,andmadeanefforttosupportthe editorial quality.Themediaarenowunderthescrutinyoftheirprincipalclients:readersand twenty papersasrankedbyadvertisers. way informationishandled,andtoprofessionalizingtheseinstitutions.Table3.4presentsthetop Note: 283dailies,bothmorningandeveningeditions,wereanalyzed. Source: CompiledbytheauthorwithinformationfromZapata(2004) 20 Location Publishinggroup Newspapername Rank Table 3.4 19 18 17 16 15 14 13 12 11 10 being oneofthefirstgroupsto developitsowndistributionchannels. circulation. undertaken byoutsideconsultants. Table3.5showsthecertifieddailieswithlargest national registration intheInstitutionforVerificationof Media,andfromprivateaudits Subscribers donotformpartoftheprincipalsourceincome forthesenewspapers. to advertisersbecausetheyalsohavetheirownwebsites, whichcomplementstheirofferings. automotive industryandserviceinstitutions.Thesepapers havebeenconsideredmoreattractive participation arefinancedthroughadvertisingrevenues, especially fromfinancialgroups,the States. 1 9 8 7 6 5 4 3 2 In 2006Mexicohad462newspapersregisteredwiththeSecretariat oftheInterior;majority Mexican societyismoreactivelyinvolvedinthepoliticallifeofcountry,promoting There isnooffi Currently, thenewspaperswithstrongestinfluenceand thebestpositioningandmarket Most newspapersareassociated withtheUnionofDistributors.GrupoReformastandsout for , El DiariodeJuárez El SoldeMéxico El NuevoSiglodeGuadalajara El Informador Diario deYucatán El Mexicano Milenio Mural Unomásuno Excélsior Diario Monitor El Economista El DiarioDF Milenio Diario La Jornada La CrónicadeHoy Rumbo deMéxico El Universal El Financiero The TwentyPaperswiththeHighestPublishedTariffs,2004 the Spanishnewspaper,and cial institutiontomonitorcirculation;thedatacomefrom each paper,orfrom Diario deMéxico nó dtrait Guadalajara Cd.Juárez MetropolitanMexicoCity MetropolitanMexicoCity Guadalajara Mérida Monterrey MetropolitanMexicoCity Publicaciones PasodelNorte Cía. PeriodísticadelSoldeMéxico MetropolitanMexicoCity El NuevoSiglodeGuadalajara Unión Editorialista Metropolitan MexicoCity Cía. TipográficaYucateca MetropolitanMexicoCity Editorial Kino Grupo Mulimedios MetropolitanMexicoCity Grupo Reforma MetropolitanMexicoCity MetropolitanMexicoCity Impulsora dePeriodismoMexicano MetropolitanMexicoCity Excélsior Infored MetropolitanMexicoCity El Economista MetropolitanMexicoCity MAC EdicionesyPublicaciones Milenio Diario Desarrollo deMedios Grupo EmpresarialPeriodístico MetropolitanMexicoCity MAC EdicionesyPublicaciones Grupo Reforma El UniversalCía.PeriodísticaNacional El Financiero and Rumbo deTexas The MediaIndustryinMexico Señales , a magazine fromColombia, , both fromtheUnited Guadalajara • 41 Downloaded By: 10.3.98.104 At: 19:46 25 Sep 2021; For: 9780203926475, chapter3, 10.4324/9780203926475.ch3 circulation inMexicoare operas, principallythosebroadcast byTelevisa.Thefiveweeklymagazineswiththe greatest stories, comicsorlovestories. Anotherpopularproductisasummaryofthecontent ofsoap Editoriales Sayrols,EditoraCincoandEdicionesPLM(Ayala, 2001,p.53). Editorial Televisa,GrupoExpansión, Vid,CorporativoMina,Servicios subscriptions (Méndez,2006,p.51).Thesevencompanies withthelargestnumberoftitlesare monthly. Theirprincipaldistinguishingstrategyisbranch generation, advertisingstrategiesand group publisheseightydifferenttitlesinnineteencountries, with acirculationof127millionissues the sector.GrupoTelevisaisconsideredmostinfluential publisherinLatinAmerica.The The nationaltrendistowardtitlesegmentationonthepart ofthepublisherswhoparticipatein Magazines Note: 283dailies,bothmorningandeveningeditions,wereanalyzed. information fromthepress. Source: CompliedbytheauthorwithinformationfromZapata(2004)andCentroInteramericanodeMarketingAplicado,plus Imagen Noroeste Dirario deMéxico La VozdelaFrontera El Dictamen Noroeste Mazatlán Vanguardia Tribuna delCarmen Dailycircul. Novedades El Provincia El SiglodeTorreón Récord El Imparcial Verifyinginstitution El Economista a.m. El Guardián Mural El Debate La CrónicadeHoy El DiariodeJuárez El SolRegiomontano Metro Excelsior City Metro Diario deYucatán El Norte Reforma Ovaciones El Universal El Daily Table 3.5 42 magazines sector isevensmallerthanthepopular market.Thefivemagazines withthegreatest Mexicana; Gráfico Diario The editorialcontentwiththe mostdemandbyreadersintheMexicanmarketissensational • María ElenaGutiérrezRentería Principal DailieswithCertifiedCirculationabove18,000,2004 Libro Policiaco uicnPieaehueopr 18,381 18,000 24,062 22,548 24,026 InstitutoVerificadordeMedios PriceWaterhouseCoopers InstitutoVerificadordeMedios 24,750 25,562 PriceWaterhouseCoopers 28,734 DanielMorenoyAsoc. 18,473 UniversidadAutónomadeMorelos 30,572 InstitutoVerificadordeMedios InstitutoVerificadordeMedios 37,847 Culiacán Notariopúblico20 34,776 Metropolitan MexicoCity InstitutoVerificadordeMedios 38,311 InstitutoVerificadordeMedios Mazatlán 32,330 38,406 DanielMorenoyAsoc. 43,020 Ciudad delCarmen 32,689 52,258 Acapulco 47,702 54,108 InstitutoVerificadordeMedios InstitutoVerificadordeMedios PriceWaterhouseCoopers InstitutoVerificadordeMedios Torreón InstitutoVerificadordeMedios Metropolitan MexicoCity 78,117 PriceWaterhouseCoopers 146,039 PriceWaterhouseCoopers Metropolitan MexicoCity León 73,970 InstitutoVerificadordeMedios CheckMedia Saltillo 55,493 Guadalajara PriceWaterhouseCoopers Culiacán Metropolitan MexicoCity 150,569 InstitutoVerificadordeMedios Cd. Juárez 152,388 PriceWaterhouseCoopers Monterrey Monterrey 170,356 Metropolitan MexicoCity PriceWaterhouseCoopers 225,469 Metropolitan MexicoCity Ferral,delaFuenteyAsoc. Mérida InstitutoVerificadordeMedios Monterrey InstitutoVerificadordeMedios Metropolitan MexicoCity Metropolitan MexicoCity Metropolitan MexicoCity Metropolitan MexicoCity Libro Semanal , TV yNovelas and and Libro Vaquero TV Notas Reyes delValleyAsoc. Instituto Verifi Instituto Verifi , (Ayala, 2001,p.53).Thespecialized both fromNuevaImpresoray Editora ao eMdo 32,365 cador deMedios cador deMedios 23,356 30,000 Downloaded By: 10.3.98.104 At: 19:46 25 Sep 2021; For: 9780203926475, chapter3, 10.4324/9780203926475.ch3 these survivethankstoadvertisingsales. direct purchasingbythereader.However,samecannotbesaidforspecializedmagazines: globalization andotherinternational factors. market foundtheenvironmenttoestablishacompetitive marketinMexico,giventheriseof It wasnotuntilthe1990swithpassageofFederal Law ofTelecommunicationsthatthe authorities neverhadaclearvisionforthemassmedia,asin theUnitedStatesandothercountries. has beenplacedinadomesticmarket,centeredthehighest spheresofthesociety.Mexican and politicalconcentration. Given thisfact,themediamarketinMexicogrewanenvironment ofhighlevelseconomic Revolution (1910)throughaone-partydictatorshipinfluenced themediaindustryinMexico. The economic,politicalandsocialsituationthatMexico experiencedaftertheMexican Conclusion the company. level ofinfluenceandmarketpenetration,aswellthemedium,presidentordirector on theInternet.Table3.6(p.44)showsindustryleadersinMexico,groupedaccordingtotheir related business,preferringtoconcentrateontheirstarmedium.Nevertheless,theyareallpresent around theirgreatestsourceofrevenue.Otherentrepreneurshavedecidednottoenterinto medium. Atpresent,theyhavemodifiedtheirstrategytoformlargemultimediagroupsorganized belong toasmallgroupofenterprises. the ownersofprincipalpapersthatareproducedanddistributedbylocalityshowsthey dynamic oligopoly,especiallynowthatcompaniescanparticipateinofferingtriple-playservices. pay television,inspiteofincreasingparticipationbymorecompanies,thestructureremainsavery in theUnitedStates.Thetelevisionsectorshowsexcessivemarketconcentration.Withregardto Depending onthemedium,competitivestructurediffers.Itissimilartopresent role asmacroeconomicfactorsthathaveinfluencedcompanyowners’strategiesandactions. more dynamicandcompetitiveenvironment. have maintainedtheirimportantpresenceinMexicofromthebeginningofindustrytotoday’s order toparticipateactivelyinthenationalmediaindustry.Themaincommunicationscompanies have strengthenedthemagainstcompetition.Otherimportantcompaniesarediversifyingin leaders. Sincethe1990s,headsofprincipalcompanieshaveuseddifferentstrategiesthat Mexico’s mediamarkethasevolvedpositivelyinpartbytheactionsofprincipalindustry Industry Leaders Escala monthly circulationare proven inthedomestic market. foreign companies,andthesimple tradingandexportationofmediacontentthathadbeen already Movil (CarlosSlimHelú),tostart plansforinternationalstrategiesthroughjointinvestments with private companieslikeTelevisa Group,MVS,TVAzteca,CarsoTelmexand America A The Mexicaneconomyrepresentsanoligopolystructure, where themainsourceofdemand Some ofthemostimportantcommunicationgroupsinMexicoenteredbusinessasingle Local orregionalpressfollowsamodelofmonopolisticcompetition.However,ananalysis The differenteconomic,politicalandsocialstagesinMexico’shistoryhavealsoplayeda Economical liberalizationand fi large partoftheincomefrommagazineswithanationwideweeklydistributioncomes . Selecciones deReader’sDigest nancial globalizationcreated therightconditionsforsome , Tú , The MediaIndustryinMexico Cosmopolitan , Muy Interesante • and 43 Downloaded By: 10.3.98.104 At: 19:46 25 Sep 2021; For: 9780203926475, chapter3, 10.4324/9780203926475.ch3 raiainEioil rs,Itre MarioVázquezRaña,President FernandoVarelaRobles,CEO JoaquínVargas,President Press,Internet TV Azteca Magazines:comics“LibroVaquero” Mexicana Organización Editorial Radio,television,magazines,books Editora Mexicana FranciscoA.González,President Nueva Impresoray Press,radio,television,Internet,magazines MVS Comunicaciones Multimedios EstrelladeOro rp atlaaBosJorgeDelkáder,CEOMéxico AlejandroJuncodelaVega,President EmilioAzcárragaJean,President Openandpaytelevision,magazines, MMCinemas Books Press,Internet Grupo Televisa Grupo Santillana Grupo Reforma rp mgnyEclirRdo rs,Itre OlegarioVázquezRaña,President RogerioAzcárragaMadero,President WalterCoratella,CEO JohnReuter,CEO; Magazines,radio,television,press Radio,paytelevision,Internet Grupo RadioCentro Radio, press,Internet Grupo MundoEjecutivo Grupo ImagenyExcélsior Grupo Fórmula Businessmagazines Grupo EditorialExpansión Source: Compiledbytheauthorfromvarious sources Telmex FranciscoIbarraLópez,President JuanFranciscoElyOrtiz,President JoaquínFloresSegura,CEO CarlosSlimHelú,CEO EnriqueRamírezMiguel,President Diversifiedcompany;press: new Radio,Internet AlmaRosaGarcíaPuig,CEO; CarlosM.Flores,President Press,Internet PresidentorCEO RobertoJenkinsdeLanda,CEO AlejandroSoberónKuri,CEO Books Motionpicturedistributor Grupo Carso Sportsnewspaper,magazines Grupo Acir Motionpicturedistributor El Universal Motionpicturedistributor Editorial Progreso CarlosSlimHelú,CEO Editorial Notimusa Entertainment(shows) Cinépolis Wirelessoperatorandprepaidcard Media Cinemex Cinemark CIE-OCESA América Móvil Company Table 3.6 44 • María ElenaGutiérrezRentería Leading MainCommunicationFirmsinMexico,2008 Television, Internet Motion picturedistributor (triple play) ,Internetandtelephony radio, video,Internet Radio, Internet,television,printedmedia music store:Mixup. eeomnctosadItre CarlosSlimHelú,CEO andInternet stakeholder of for cellphone New YorkTimes ; Clemente SernaAlvear,mainowner Miguel ÁngelDávila,mainowner Ricardo SalinasPliego,President Germán Larrea,President Enrique YamuniRobles,President Francisco Aguirre,President Downloaded By: 10.3.98.104 At: 19:46 25 Sep 2021; For: 9780203926475, chapter3, 10.4324/9780203926475.ch3 Corral, J.(2007,May 22).Censuraymentira[Censorship andlies].RetrievedMay13,2008, fromwww.el-universal. Consulta Mitofsky.(2005).Encuesta: Índicedeconfianzaenlasinstituciones[Poll:Indexoftrustintheinstitutions]. Consejo NacionaldelaPoblación.(2007). Indicadoresdemográficosbásicos[Basicdemographicindicators]. Retrieved Consejo NacionaldelaPoblación. (2000).ÍndicesdeDesarrolloHumanoySocial[IndexofHumanand Social Ayala, A.(2001).Revistas2000,diariodeunacirculación[Circulationof diary]. Asociación MexicanadeAgenciasPublicidad(AMAP).(2005).Hábitos de losusuariosInternetenMéxico.Retrieved Asociación MexicanadeAgenciasInvestigaciónMercadoyOpinión Pública(AMAI).(2007).NSEMediciónNivel Asociación deRadiodifusoresdelValleMéxico(ARVM).(2008).Inversión enmedios:Delmanjaradieta[Media and diverseoptionsininformationentertainmentcontent. between scholarsandentrepreneurs,butalsotogivetheHispanicmarkethigherlevelsofquality and acrossLatinAmerica.Moreresearchstudyareneeded,notonlytostrengthenlinks and criticthinking,entrepreneurshipskills. universities istoeducatecommunicatorswithampleknowledgeofthemediaindustry,reflexive to digitaltechnologiesisexpectedoccurby2017. from analogwillaltertheofferanddemandofinformationentertainment.Thetotalswitch newspapers, andevenprinteditionsofMexicanmagazines. the launchingoftelevisionandradiostationsnewspapers,exportingMexican United States.Thecompanieshaveworkedthestrategyofsellingcontenttotelevisionnetworks, expansion ofstrategicalliancesbetweennationalandinternationalmediacompanies. triple playisoneexample:ittakinganimportantroleasacompetitivefactor,drivingthe attention tofragmentedaudiencesthatdemandmorespecializedoptionsinmediacontent.The started abattletowintheaudience,andmediamanagershaverealizedimportanceofpaying industry facestheadvantagesandcompetitiverisksthatofferdigitalconvergence.Mexicohas give theaudiencenumerousoptionsforinformationandentertainment.Nowadaysmedia groups. Nevertheless,thisenvironmenthaschangedthankstothearrivalofnewtechnologiesthat of society. which isanessentialfunctiontoguaranteepoliticalpluralismandreflecttheculturaldiversity dential elections.Thishelpsexplainthelongabsenceofprofessionalisminmassmedia, to mostLatinAmericancountries,until2000whenadifferentpoliticalpartywonthepresi- Amyot, G.(1995).Uneconquêteenretour:Lestélévisionshispaniquesaux États-Unis.InG.Schneider(Ed.), Agencia MexicanadeInvestigaciónAplicada.(2007).MedicióndelNivelSocioEconómicoenMéxico.RetrievedApril15, References Cámara NacionaldelaIndustrialasTelecomunicciones(CANITEC)(2008). Clarke, N.&Riddell,E.(1995).Unbaroninterstellaire:ElcaciqueAzcárraga. InG.Schneider(Ed.), Mexico isacountrywithhighlevelofinfluenceonthemediaindustryinUnitedStates The workofmediaprofessionalsisnotwellvaluedinMexico.mainchallengefor Communication companieshaveenteredthedigitalstage,anditisexpectedthatswitch Media companiesinMexicostartedaroundthe1960stoconquerLatinoaudiences The mainprovidersofentertainmentandinformationMexicansareafewhugemultimedia The economicandpoliticalsysteminMexicohashadalackofdemocratictraditionsimilar com.mx/editoriales/37649.html. Retrieved May11,2008,fromwww.amai.org/dato1.php?ID_textos=223. April 15,2008,fromwww.conapo.gob.mx/00cifras/00indicadores.htm. Development]. RetrievedApril15,2008, fromwww.conapo.gob.mx/00cifras/6.htm. 2005.pdf. May 12,2008,fromwww.amap.com.mx/archivosdownload/Habitos_de_los_usuarios_de_internet_en_Mexico_ Socioeconómico 2007.RetrievedMay12,2008,fromwww.amai.org/nse/nse_2007_amai.pdf. investment: Fromtreattodiet]. 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