According to Strategy Research Corporation, in 2000 an estimated 927,600 Hispanics reside in San Diego County, representing 27.3% of the total population, making San Diego the 10th largest Hispanic market in the U.S. The median age is 24.7 and the average number of people per household is 3.9. The buying power of Latinos in San Diego is estimated to be $12.1 billion and Baja California residents to be $3 billion. Given its international border with Tijuana, Mexico, San Diego is a point of entry into the U.S. for some 40,000 people who live in Baja, California and work in San Diego. 65,000 vehicles in all cross the border every day. For marketing purposes, the San Diego Hispanic market is said to include not only the County’s own Latinos, but also the two-plus million residents in the city of Tijuana. The San Diego Hispanic/Tijuana market then becomes the 3rd largest Hispanic market in the U.S. According to recent studies in San Diego (Meneses Research and Tijuana 9Gallup Research), 87% of Hispanics read newspapers and publications in Spanish all the time or most of the time. Additionally, El Mexicano newspaper is considered the #1 Spanish-language daily newspaper in San Diego and Tijuana with the largest circulation. Coverage Includes: San Diego Mexico Tijuana Rosarito Tecate Ensenada San Quintin Mexicali San Luis Rio Colorado