Metro International S.A. has just announced plans to expand its franchise into the world's second-largest metropolis, Mexico City, this spring. Publicaciones Metropolitanas, S.A. de C.V. is the name of the company that has been established to handle operations in Mexico. The venture is a three-way partnership between Metro International, which will command 35% ownership, with 35% owned by MXSHARES, S.A. de C.V., and 30% by Immobilaria Torraco, S.A. de C.V.
“As the paper has not yet been launched, there are no advertisers to speak of,” says Rob Newman, investor and press relations contact. “But our traditional model is to offer local, national, and international route to market for our advertisers.”
Metro's Mexico-City circulation is not yet certain, but the company's preferred strategy is to be the biggest player in each of its markets, and they are estimating a 130,000 daily distribution at the outset, with hand-distribution and selected racks.
Newman also explained what distinguishes Metro from other free publications: “Metro's marketing model is to offer local advertisers targeted reach and superior demographics. What Metro does is deliver young, educated, male and female professionals to our local, national, and international advertisers, and we typically do it at a premium to our free sheet peers.”