As a result, advertising and promotion activities are increasingly adapting US presentation methods. There are no truly national radio networks because of the limited power and effective range. This advertising is generally aimed at the Buenos Aires market. The cost can be expensive and consideration to be given to make sure that the intended audience is targeted. During the last ten years there has been a major shift from AM to FM audiences.
Private agencies handle most of the advertising in Chile.
The major newspaper is El Mercurio, received 58 percent of the total spent on newspapers. Nationwide there is about 30 newspapers. The six daily newspapers in Santiago have a combined circulation of 700,000. The most widely read weekly magazine is Que Pasa, a news-weekly covering current events. There are other specialized magazines such as the America Economica, which targets a business-oriented audience.