Colombia - Commercial Guide
Trade Promotion and Advertising

Includes web links to local trade fair or show authorities and local newspapers, trade publications, radio/TV/cable information.

Last published date: 2019-10-13

Introducing new consumer products to the Colombian market usually requires an extensive advertising campaign. Companies’ marketing strategies frequently include media ads and printed technical and sales articles in a combination of media -- radio, television, cable TV, social media, newspapers, periodicals, trade magazines, and on Internet websites-- announcing sales and special offers.

Some companies and supermarkets are effectively using a variety of marketing techniques to promote consumer products, including raffles, discount coupons, and accrual of points in exchange for a variety of products and/or services. Credit card companies, magazines, newspapers, and cell phone companies also offer promotions and discounts to their clients. Promotional seasonal “sales” have also become popular in Colombia throughout the year, usually on special holidays such as “Amor y Amistad” Day (similar to Valentine’s Day but held in September), Father’s Day, Black Friday, Mother’s Day, Halloween, Christmas, etc. Extended hours of shopping during long weekends are being introduced in many malls in major urban centers.

Colombia has approximately 30 important daily newspapers (three of the principal daily papers are in Bogotá), a large number of trade and business papers and magazines, nationwide and regional television networks, AM and FM radio stations, and private local cable TV companies. Also available is a great variety of business, industrial, and trade publications from most Colombian industrial and trade associations and private publishers. Most publications have web sites. U.S. exporters of consumer goods should seriously consider advertising in local daily papers in major cities.

Major Newspapers and Periodicals
El Espectador
El Nuevo Siglo
El Tiempo
La Republica
Regional Newspapers
El colombiano (Medellín)
El Heraldo (Barranquilla) 
El Mundo (Medellín)
El País (Cali)
El Universal (Cartagena)
La Opinión (Cúcuta)
La Patria (Manizales)
La Tarde (Pereira)
Vanguardia Liberal (Bucaramanga)
La Nota Económica
Trade Fair Authorities
Radio Networks
BLU Radio
La FM (Part of RCN’s radio network)
La W (part of Unión Radio/Caracol)
TV Networks
Cable Noticias
Canal RCN
Noticias Uno