Spain: Público aims for the younger market
Posted by Erica Mutschler on October 22, 2007 at 3:58 PM
At a time of decreased newspaper sales and increased freesheets, Público has entered the Spanish market with the aim of younger readers in Spain.
Since its start on September 26 of this year Público has been printing 250,000 copies daily.
The newspapers editor, Ignacio Escolar, said Público hopes to draw audiences within the age range of 25-45. In Spain there is a tendency for heavily partisan newspapers. They tend to be written by middle-age intellectuals for middle-age intellectuals. Público has a 120 editorial staff, most of whom are in their 30’s.
As a change from most newspapers in Spain, Público has no editorials, no coverage of bullfights, no death notices and no advertisements for prostitutes. It consists of 64 pages, compared to newspapers’ 90 pages and freesheets’ average 20. At €0.50 Público is half the price of the traditional price for paid newspapers. The president of the Association for Mass Media Investigation (AIMC), Carlos Lozano has called this newspaper “a sort of hybrid” between paid-for dailies and freesheets.
Público has entered the market at a time when newspaper sales are slightly decreasing. From 1996 to 2005 newspaper sales have increased in Spain. However over the past two years sales have fallen by 2 percent, according to the Association of Spanish Newspaper Editors.
In contrast freesheets have drastically increased. Within the past five years circulation of freesheets has increased from one million to about five million copies, according to the World Association of Newspapers. The start of freesheets in Spain hasn’t been stealing readers from the main newspapers; instead it has converted non-readers to readers. It is this audience Público hopes to attract.
Source: www.iht.com
Related articles: www.editorsweblog.org
www.editorsweblog.org
The newspapers editor, Ignacio Escolar, said Público hopes to draw audiences within the age range of 25-45. In Spain there is a tendency for heavily partisan newspapers. They tend to be written by middle-age intellectuals for middle-age intellectuals. Público has a 120 editorial staff, most of whom are in their 30’s.
As a change from most newspapers in Spain, Público has no editorials, no coverage of bullfights, no death notices and no advertisements for prostitutes. It consists of 64 pages, compared to newspapers’ 90 pages and freesheets’ average 20. At €0.50 Público is half the price of the traditional price for paid newspapers. The president of the Association for Mass Media Investigation (AIMC), Carlos Lozano has called this newspaper “a sort of hybrid” between paid-for dailies and freesheets.
Público has entered the market at a time when newspaper sales are slightly decreasing. From 1996 to 2005 newspaper sales have increased in Spain. However over the past two years sales have fallen by 2 percent, according to the Association of Spanish Newspaper Editors.
In contrast freesheets have drastically increased. Within the past five years circulation of freesheets has increased from one million to about five million copies, according to the World Association of Newspapers. The start of freesheets in Spain hasn’t been stealing readers from the main newspapers; instead it has converted non-readers to readers. It is this audience Público hopes to attract.
Source: www.iht.com
Related articles: www.editorsweblog.org
www.editorsweblog.org
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