Kent Kirschner: Renaissance in the Digital Age
Several years back, while developing a media plan for a US-based bank looking to advertise in Mexico, I was shocked by the prices being charged by a particular newspaper group: Reforma. At the time, their open rate (based on CPM comparison) was about 400% higher than The New York Times, for example. This was puzzling to me, considering that the paper claimed a circulation of only about 120,000 in a city of 25 million.