Metro International S.A. Stockholm, Sweden, said its Publimetro free newspaper in Mexico is launching a twice-weekly free sports paper in Mexico City. Called Publisport, it will be launched with local Metro partners Inmobiliaria Torraco and MX Shares. The Swedish group is betting on the Latin American free newspaper market for an interview we recently conducted with Pablo Mazzei, head of Metro International in Latin America, click here. Mikael Jensen, Metro International President and CEO, will be a panelists at our Panregional Advertising and Media Summit this coming June 3 in Miami.
Metro claims Mexico's annual sports print advertising market is worth $28.4 million, of which the newspaper Récord has a 70% share (see info about Récord in next paragraph). Calling Publisport "the first free newspaper in this market," Metro said it will have nothing but sports-related content, circulate 40,000 copies and will be hand delivered Monday and Friday. Regular distribution points will be complimented by distribution at stadiums and gyms.
Récord Semanario de Fútbol is a daily sports newspaper in Mexico and is committed to entertaining and delighting the fans of this exciting sport with the best stories, interviews and latest news about the soccer world, as well as the lifestyles of the most famous players, all brought with ample photographic in magazine format. It was launched in May 2002 in Mexico City by Notmusa, (whose U.S. unit is Maya Publishing Group). It later developed two regional editions for the Guadalajara and Monterrey markets. In 2008 it launched a weekly edition targeting the U.S. Hispanic market.
Metro said it expects Publisport readers to be 18- to 49-year-old male sports amateurs. Meanwhile, the Publimetro free daily will continue with its regular sports sections.
"Given the size of the market for sports advertising in Mexico, launching a sports publication under the Metro umbrella is a logical step," Metro International President and CEO Per Mikael Jensen said in a statement, calling it an example of Metro's "strategy to grow in present markets by brand extensions."
Metro International publishes in more than 100 cities in 19 countries across Europe, North and South America and Asia.