'Metro' to Launch in Rio de Janeiro

Metro International S.A., Stockholm, Sweden, publisher of free commuter dailies in more than 100 cities in 19 countries on four continents, said it will expand in Brazil by launching an edition in Rio de Janeiro, where it will initially distribute 100,000 weekday copies, "hand delivered by distributors at strategic locations to reach the target audience."

With broadcaster Bandeirantes as its local partner, Metro began its Brazilian expansion in the Sao Paulo area last year. Rio de Janeiro is the second-largest market after Sao Paulo. Total Metro circulation in Brazil after the launch will amount to 330,000 copies.

Home to 11 million people, greater Rio de Janeiro is known for tourism and many national and international industries. Rio's local newspaper market is 23% of the country's total. Brazil's total advertising market is forecasted to grow by 9% this year in real (July 2010) terms, with growth further driven by the 2014 World Cup soccer and the 2016 Olympic Games.

Calling Brazil "one of the most attractive markets in Latin America," Metro International President and CEO Per Mikael Jensen said Metro's expansion in line with its growth strategy in emerging markets, and that "the Sao Paolo operation has achieved great results from the beginning."