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.
Metro claims Mexico's annual sports advertising market is worth $28.4 million, of which the newspaper Récord has a 70% share. Calling Publisport "the first free newspaper in this market," Metro said its 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.
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.
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