El Pais expands into Latin America to build global brand
By Leah McBride Mensching, Wednesday 17 October 2007 at 22:40 :: Competition :: #719 :: rss
Top Spanish newspaper El Pais already prints a Latin American edition in Buenos Aires and Mexico City, but will expand distribution in the region to further its place in the market, ultimately using the print version's reach as a vehicle to establish a global brand on the Internet, the head of media group Prisa told Reuters in a report Wednesday.
Prisa is not aiming for El Pais to compete with local dailies already established in Spanish-speaking markets, but to “capture an educated elite of the sort won over by The Economist in that magazine's transformation from a British to a world-wide publication,” the Reuters article stated.
“What this is about is having a global editorial point of view, about not feeling ourselves to be a Spanish newspaper but an Ibero-American newspaper,” Juan Luis Cebrian, chief executive of Prisa, which publishes El Pais, told Reuters.
Cebrian said El Pais is already distributed in Brazil on a daily basis, and is beginning to be distributes daily in Columbia and Miami. The paper's expansion is set to coincide with a major redesign, making the paper more colourful, and with a clearer reporting style, to begin next Sunday.
“El Pais is a peculiar case, as it already has a lot of influence among Latin America's political and economic elites,” Cebrian is quoted by Reuters as saying. “What we want is to broaden out to other sectors of society, and use our print edition to build our global brand on the Internet.”
El Pais in Spain has a weekday circulation of about 400,000 – the largest of any daily in the country, not including free titles. In total, the print version is read by about two million readers worldwide. The newspaper's Web site is read by about 700,000 to 800,000 people each day, Reuters reported.
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