The Gray Lady plans to expand its branded syndicated pages to the US Hispanic market in the second half of this year. Ana Muñoz, sales coordinator at The New York Times News Services, tells Portadatm that Hispanic newspapers all over the US will be able to offer weekly (or monthly) branded pages from The New York Times. Muñoz notes that, depending on the audience of each specific newspaper, pages will be available in Spanish, bilingual and English-only formats. The New York Times will charge partner newspapers a flat fee of between US $50 – $75 per inserted page, depending on the partner newspaper's circulation. Partner papers will have exclusive rights to the Times syndicated pages in their cities.
Two step process
By offering content for a flat fee, the NYT sets itself apart from The Wall Street Journal, another large newspaper who recently expanded into the Hispanic market (see “TWSJ aims to reach half a million circulation by 2005 with new Spanish weekly insert,” page 17, Portadatm No. 8, March-April 2004). In addition to an editorial fee for carrying its branded content (mostly eight-page weekly pull-out sections), The Wall Street Journal handles national advertising sales for its Spanish-language inserts. Revenues are then split between The Wall Street Journal and its partner papers. Initially, The New York Times will leave advertising sales and revenues to its partner newspapers. Since most Hispanic publications are free and purely advertising driven, the prospect of gaining revenues from ad sales in NYT branded inserts is tantalizing. NYT's Ana Muñoz notes that, in the future, the Times will also share ad sales and revenues with partner newspapers.
Present in Latin America>
The NYT has had a presence in Mexico and Central America since 2002 (see “The Gray Lady expands into Latin America,” Portadatm No. 2, March/April 2003). Branded Spanish weekly inserts currently run in El Salvador's Diario de Hoy (circ. 100,000), the Dominican Republic's Listin Diario (circ. 88,000), and the four Mexican dailies owned by Grupo Reforma: El Norte (Monterrey, circ. 119,000), Reforma (Mexico City, circ. 126,000), Mural (Guadalajara, circ. 30,000) and Palabra (Saltillo, circ. 25,000).
These newspapers pay the New York Times a flat fee to publish supplements and keep 100% of the advertising revenues. Content for these Latin American branded pages and for the new US Hispanic pages will be drawn from different editions of the NYT, as well as from the NYT News Service & Syndicate. The NYT News Service has three Spanish services – The New York Times News Service/Servicio Analítico, a selection of analysis and commentary; Primera Plana, the top 20 stories of the day, and Week in Review/Revista Dominical from the NYT Sunday's Week in Review section.