Telmex coming over the border

Ashley Milne-Tyte Oct 24, 2006

TEXT OF STORY

SCOTT JAGOW: A Mexican phone company will reportedly announce a deal today to grab a bunch of Spanish-language phone directories in the U.S. Ashley Milne-Tyte tells us why it could be a smart buy.


ASHLEY MILNE-TYTE: According to the Wall Street Journal Telmex will assume an 80 percent interest in the Kentucky company that publishes Enlace Spanish Yellow Pages.

Hispanics make up about 15 percent of the population, and spend hundreds of billions every year and advertisers flock to the Yellow Pages to reach them.

Andy Grein teaches marketing and international business at New York City’s Baruch College. He says Telmex intends to keep these customers even as they migrate to a digital world.

ANDY GREIN:“And at the same time, you can sort of look at the trajectory of how this demographic is gonna develop, and think you know one day these people will be quite well off and they’ll also be online.”

He says if Telmex manages to establish its brand in the U.S., it could be a launching pad for the company to go into other Latin American countries.

In New York, I’m Ashley Milne-Tyte.

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