Metro Launches Free Paper In Mexico City

By: Mark Fitzgerald Metro International S.A., the international publisher of free commuter dailies, launched a Metro edition in Mexico City Thursday.

Metro said 130,000 copies of the new paper, called Publimetro, were distributed in the launch.

In March, Metro formed Publicaciones Metropolitanas S.A. de C.V. as the franchisee for the Mexico City paper. The company is owned 35% by Metro; 35% by MXSHARES S.A. de C.V., a group of investors from the big Mexican securities brokerage Grupo Bursatil Mexicano S.A. de C.V.; and 30% by Immobilaria Torraco S.A. de C.V., a private company managed by Antonio Torrado of the family that holds many franchise licenses for Mexico for such brands as Burger King, Starbuck's, and Domino's Pizza.

Metro President and CEO Pelle Tornberg said Publimetro launches as the biggest paper in Mexico City, a claim that is likely true but impossible to confirm, given the secrecy with which Mexico City newspapers guard their true circulation. Publimetro is the first free daily in a city with more than a dozen active dailies priced anywhere from 10 cents to $1.50 on weekdays.

"Mexico City is one of the most populated metropolitan areas in the world and we are confident that the Metro format will appeal to its young, active inhabitants," Tornberg said in a statement.

Metro publishes 61 separate dailies for 88 cities in 19 countries in Europe, North and South America, and Asia.