During recent years, the publishing industry in Mexico has shown continuous growth. In 2007 it is estimated that approximately 160 million books were sold. According to the National Publishing Industry Association (Caniem), these book sales generated USD 650 million in revenue. Bookstores that also sell their products online are a growing and lucrative segment within this industry. Furthermore, the Mexican government has recently proposed a favorable Book-Reading Promotional Law to encourage book reading. The effects of the law will be felt throughout the book supply chain in places such as educational institutes, government entities, libraries, bookstores, distributors, etc. This law might enable buyers to get books at more reasonable prices, due to the unique price structure envisioned in this law. All of these above mentioned factors and trends generate favorable business opportunities for US exporters. In addition, book imports to Mexico are comprised mostly of those from the United States. However, emerging competitors for U.S. publishers of books include companies from Spain and China. U.S. proximity to Mexico provides a competitive advantage to U.S. firms over more distant foreign competitors due the lower cost of shipping.