Grupo Ferré sets its sights on new U.S. markets

Sources close to Grupo Ferré told Portada® that the publishing group is planning to launch Spanish-language newspapers in second tier U.S. markets (U.S. cities excluding the largest metropolises) with large Puerto Rican populations. Grupo Ferré dominates the newspaper market in Puerto Rico with an ad-share of nearly 60%. It publishes El Nuevo Día (daily, circ. 204,000; Sundays 242,000) and Primera Hora (daily, circ. 125,000).

The only Grupo Ferré newspaper in the US, El Nuevo Día-Orlando (circ. 25,000), began a new, home-delivery based distribution strategy in April. When El Nuevo Dia Orlando was originally launched in August 2003, the idea was to start small. Papers were sold at bodegas, supermarkets and drug stores throughout seven Orlando counties. The new El Nuevo Dia is designed to be a more colorful and dynamic newspaper adaptable to the fast paced lifestyle of Orlando's Hispanics (more than 50% of them are Puerto Ricans). The change in design was accompanied by a price cut, from 50 to 25 cents, to make it more affordable, and circulation was raised from 15,000 to 25,000. Last year, Jaime Segura, general manager of El Nuevo Día-Orlando, told Portada® that if he were to launch El Nuevo Dia-Orlando again, he would put more emphasis on home delivery (‘Even though we knew about the importance of home-delivery, we learned that it is imperative to grow to the desired levels. The geography of the area makes it important for us to deliver newspapers and not force people to go to the outlets everyday.' From “Hispanic newspaper launches: What has been learned so far?” page 13, Portada® No. 7, January/February 2004).


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