Author Archives: Mónica Marín

About Mónica Marín

Mónica is the Ad Sales Manager, Print Division, for US Media Consulting.

Latam newspapers 3

Newspapers Continue Growing in Latin America

While large markets like Europe and North America are showing declines in newspaper circulation and revenue, Latin America’s newspapers are growing.

In 2013 Latin American newspapers grew by 2.56% in circulation, according to a study from the World Association of Newspapers and News Publishers (WAN-IFRA). In comparison, in 2013 newspaper circulation went down by 5.29% in North America, by nearly 10% in Australia and by 5% in Europe.

However, the newspaper growth trends in Latin America aren’t limited to just last year.

WAN-IFRA reports that over the past 5 years, Latin American newspapers grew in circulation by 6.26%. In fact, over the past 5 years Latin America is #3 in the world in newspaper circulation growth, behind Asia (6.67% growth) and the Middle East/Africa (7.5% growth).

As such, it’s clear that newspapers in Latin America are more viable than ever as vehicles to reach the region’s growing consumer market.

To find out more how we can help your agency increase its efficiencies via media services and new technology developed for the Latam market, please contact us.

11 Insights into the Mexican Magazine Market

Despite the challenges faced in other markets, it’s clear that print is alive and well in Latin America. Recently, Revistas Mexico and PriceWaterhouse Coopers completed a study of the magazine market in Mexico. The study is the first of its kind and used data from the top publishers in the country, including Conde Nast Mexico, Grupo Medios, Editorial Televisa, Editorial Armonía, Grupo expansion, IASA comunicacion and Reader’s Digest.

To help professionals in marketing, media and advertising make better informed decisions about print campaigns in Mexico, we have broken out some of the key results of the study.

  1. More than 49 million copies of magazines were sold in 2012 in Mexico
  2. Magazines took up 3% of the overall ad spend in Mexico in 2011, according to CICOM, with an investment totaling 1.9 billion pesos (US$144 million)
  3. In 2012 newsstands accounted for 49% of the magazine sales in Mexico, while foreign sales accounted for 22%, subscriptions accounted for 17% and street hawkers accounted for 12% (digital versions only accounted for .0005% of sales)
  4. Single page advertising was the top ad format in Mexico, accounting for 49% of magazine advertising  revenues in the country
  5. Other top magazine ad formats in Mexico include spreads (7% of ad revenues), inserts (4%), advertorials (3%) and gatefold (2%)
  6. The industries that are the top advertisers in magazines in Mexico are education, beauty and autos: they represent 29% of total magazine advertising revenue
  7. Other significant advertisers in Mexico’s magazines include industries such as fashion, media/entertainment, food, finance, telecommunications, watches/jewelry, travel and beverages
  8. Revenues from the 26-45 demographic are equivalent to 61% of the total ad spend in magazines in Mexico
  9. Women make up 52% of the magazine buyers in Mexico, while men account for 37%, boys under 16 account for 6% and girls under 16 account for 5%
  10. 27% of Mexico’s magazine readers are from class D+ while 24% are classes A/B: other socioeconomic classes account for considerably less revenue, including C (18%), C+ (16%), D (15%)
  11. The top 10 advertisers in magazines in Mexico in 2012 were:
  • GM
  • Telcel
  • Walmart
  • Nestle
  • P&G
  • Unilever
  • Andrea
  • LVMH
  • Ilusion
  • Palacio de Hierro

 

To find out how we can help you reach Latin American consumers via media campaigns of all types, please contact us.

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3 Reasons Why Latam Newspapers Are Hot

It’s a major contrast. While U.S. and European newspapers are losing circulation, readership and revenue, Latin American papers are booming, just like all Latam media outlets. During the last 5 years their circ has gone up by 5%. They also boast a 65% revenue increase between 2006 and 2011. And revenues look to keep going up—projected increases are 14% a year through 2016. There are 3 key reasons behind this boom.

 

New Audience
The region’s economic upturn has lifted millions out of poverty. Now they can afford newspapers…and many can also afford the products advertised in them. “Indeed, in Costa Rica both the demographic growth—like the poverty level reduction, income increases and access to wide credit sectors—have created new markets in which, from a business perspective, limited buying power is made up for through a huge amount of buyers,” explains Jorge Robert, Corporate Media Director for Grupo Nación, which publishes La Nación, Costa Rica’s largest daily.

New Products
That said, more new readers isn’t enough. According to Robert, “these changes haven’t affected traditional products positively but have sparked new products that are journalistic and commercial successes never before seen in the country.” This means that La Nación and other newspapers have launched new broad-based publications designed to connect with this new group of readers. Examples include tabloid-style  or niche pubs like Grupo Nación’s La Teja, El Salvador’s El Gráfico, Puerto Rico’s En Punto and Guatemala’s El Nuevo Diario. They cover lifestyle topics with a simpler, easy-to-read style.  One of the biggest success stories among new launches has been the tabloid Super Noticia. Launched in 2002 in Belo Horizonte, Brazil’s third largest city, it serves up a mix of crime and entertainment news spiced up by models in bikinis. Its circ stands at 295,701, number one in the country, according to the Instituto Verificador de Circulação, Brazil’s version of the Audit Bureau of Circulation.


New Platforms
Relatively low Internet penetration in Latam is another reason for the surge. Logically, fewer Internet users mean more potential newspaper readers. But Latam newspapers haven’t just coasted on a having a captive audience with no other information choices. They’ve created dynamic Web sites that have established their brands among Internet users. In other words, the reader that knows Colombia’s El Tiempo from the print version will keep reading it when they migrate to the Web. In fact, according to comScore, Colombian newspapers are among the country’s most popular sites: El Tiempo ranks #7 in unique visitors and El Espectador is at #20. In Argentina, Clarín’s website ranks #5 in unique users and La Nación is at #10. Chile’s El Mercurio is the #5 Web site, followed closely by La Tercera at #7. In Perú, El Comercio’s Web site is at #5, while Mexico’s El Universal newspaper ranks #24 among the country’s most popular Web sites.
     Beyond just rebranding on the web, Latam newspapers are also smart about using online media.  For instance, La Nación has more than 100,000 Facebook followers. “We hook them into reading our newspaper either in print or online. We don’t take the content to Facebook, we take them from Facebook to La Nación,” explains Robert. El Tiempo does something similar. It posts its headlines on Twitter and drives traffic to its site. In fact, the Colombian daily frequently hired a Twitter header to manage its messaging with the hyper-popular social medium.

To learn more about how we can help you leverage the power of newspapers in Latin America, contact us at info@usmediaconsulting.com.

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