Categories education

EducationIndustry Category Report: Q1-2004

Agenda

• GFR Media

• PR Advertising Market

• Retail Advertising Market

• PR Audience Market

• Retail Audience Market

• Circulation

• GFR Media and Retail

• Next Steps

Grupo Ferré Rangel

• Grupo Ferré Rangel is a family owned conglomerate in Puerto

Rico

• Companies owned by GFR include:

• GFR Media - largest and most diversified media company in PR

• Publishes: El Nuevo Dia – Puerto Rico’s Principal Newspaper, Primera

Hora – Second Largest Newspaper, and Indice – Largest Non-paid

Newspaper

• Advanced Graphic Printing – A Commercial Printing Company

• El Día Directo (EDD) – the largest direct marketing company;

offering service in PR and US

• City View Plaza – Commercial Real Estate Company

Media Properties

• Media properties account for 35% of the media expenditure in the island

• Newspapers dominate investment in media

• Puerto Rico is one of the countries with the highest levels of readership in the world

• El Nuevo Dia is the leading newspaper in the market as measured by circulation, advertising and quality of readership

• Leader in Class A, B & C Reach

• Shoppers that insert in the newspaper are the main source of information for purchasing decision in Puerto Rico

World’s ReadershipPR is one of the countries with highest levels of readership in the world

Japa

n

Puer

to R

ico

Den

mar

k

Sing

apur

Chile

Ger

man

y

Aus

tria

Chin

a

New

Zea

land

USA

Braz

il

Fran

ce

Spai

n

Uni

ted

Kind

om

Uru

guay

92%

85% 83% 80%75% 74% 73%

61%

50% 50% 52%44% 42%

33%

24%

Source: World Press Trends - 2007*Based on CMB 2007 – Last Week (Monday to Saturday) readers

85%

Countries with population between 3 and 4.5 millions

GFR Media has evolved from a Newspaper to a Content & Media Company

• We are the largest and most diversified media company in Puerto Rico

• Leader in newspaper readership: over 2.1 million weekly readers.

• Circulation: over 407k newspapers

• Leader in digital traffic: over 6 million monthly unique browsers.

• Leader in Database: over 2 million people in GFR Media DATABASE.

• Leader in Social Networks:

• over 2.4 millions fans

• over 600K followers

• over 67K followers

GFR Media Platforms

EL NUEVO DÍA• Newspaper of record in Puerto Rico• Primarily island wide home delivered• Leader in audited circulation• Over 1.4 million readers• Audited circulation 184,306 weekly & 207,659 Sunday• Proven results for advertisers

PRIMERA HORA• Leader in single copy circulation

• Primarily in stores and distribution points• Second largest paid newspaper

• Over 1.3 million readers

INDICE• Leader in non-paid circulation

• Over 120k daily copies• Over 240k regional copies on Thursday

• Promotional and commercial platform • Flexible distribution• 360 Offering

GFR Media Newspaper Products

ELNUEVODIA.COM• #1 most visited site in Puerto Rico• Over 5 Million Monthly Unique Browsers• Leader in Social Media reach

• Over 1.2 Million Facebook Likes• Over 349k Twitter Followers

PRIMERAHORA.COM• #2 news site in Puerto Rico

• Over 2.2 Million Monthly Unique Browsers• Focus on Entertainment and Sports

• Younger audience• Social Media Presence:

• Facebook 756k• Twitter 264k

INDICEPR.COM• Over 500k Monthly Unique Browsers• Responsive design platform• Focus on light news• Social Media Presence:

• Facebook: 240k• Twitter: 10k

GFR Media Digital Products

Total Mobile units GFR MEDIA reaches

3,074,96In Puerto Rico

*Source: Junta Reglamentadora de Telecomunicaciones, February 2014**Includes Mobile Web and Native Applications. Source: Comscore and Flurry Analytics. March 2014

4,550,043Monthly Mobile Users

2,910,057 Monthly unique browsers**

1,398,644 Monthly unique browsers**

241,342 Monthly unique browsers**

Mobile

13

Advertising Market Puerto Rico Overview

14

ADVERTISING MARKET IN PR 2013

Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media

Total Advertising spending in Puerto Rico at “rate card” was $2.1B but estimated at $602MM net of discounts – real investment

• $2.1 billionsRATE CARD

• $602 millionsREAL INVESTMENT

16

Newspapers have the highest investment at 39% of total “real media investment”

Market Share by Media

Newspapers21%

Local TV43%

Radio9%

Outdoor5%

Paid TV17%

Internet1%

Others1%

Magazines2%

Cinema0%

2013 - Rate Card

Newspapers Local TV Radio Outdoor Paid TVInternet Others Magazines Cinema

Newspapers39%

Local TV28%

Radio11%

Outdoor6%

Paid TV6%

Internet3% Others

2%Magazines2%

Cinema2%

2013 - Real Investment

Newspapers Local TV Radio Outdoor Paid TVInternet Others Magazines Cinema

Nielsen Adynamics – Jan – Dec. Real investment calculation by GFR Media

17

Advertising Market in Puerto Rico – Real Investment

Newspapers and local TV represent 67% of $602MM total investment.Investment in newspapers grew 3%

Newspapers Local TV Radio Outdoor Paid TV Internet Others Magazines Cinema -

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000 235,782,442

170,530,401

68,978,309

36,582,783 36,040,017

21,000,000 13,600,000 10,768,324 9,600,000

229,668,727

176,041,922

74,742,120

27,424,667 36,553,437

17,300,000 17,000,000 10,282,990 8,000,000

2013 Real investment2012 real investment


18

Business & Consumer Ser-

vices; 22%

Retail; 15%

Entertainment & Amusements;

13%

Publishing & Media; 12%

Other Cat-egories; 9%

Auto.,auto.access & Equip; 9%

Drugs & Remedies; 6%

Toiletries & Cosmetics; 4%

Tv Networks/

stations; 4% Insurance & Real Estate; 3% Foods & Food Products; 2%

2013 – REAL INVESTMENT

Top 10 Categories. Share of Investment (SOI)

Business & Consumer Services;

21%

Entertain-ment & Amuse-

ments; 15%

Retail; 12%Publishing & Media; 9%

Auto.,auto.access &

Equip; 9%

Drugs & Remedies;

7%

Tv Net-works/sta-tions; 6%

Toiletries & Cosmetics;

5%

Foods & Food

Products; 3%

Insurance & Real Estate;

3%

Others Categories ; 10%

2013 – RATE CARD


19

Education IndustryFrom the advertising

perspective.

20

Education Industry In Puerto RicoEducation Industry spends $15.3MM in advertising a year (2013)


• $50.7 millionsRATE CARD

• $15.3 millionsEDUCATION REAL INVESTMENT

Education Industry

Local TV46%

Cable TV4%

Newspaper19%

Reg. Newspaper

6%

Radio15%

Mag-azines

1%Outdoor

8%

Rate Card

Local TV28%

Cable TV1%

Newspaper32%

Reg. Newspaper11%

Radio18%

Magazine

s1% Outdoor

9%

Real Investment

National Newspapers and Regional Newspaper are the prefered media investment (43%) of the Education category.


Education IndustryReal Investment

Newspaper Local TV Radio Reg. Newspaper Outdoor Cable TV Magazines

$4,965,661

$4,306,458

$2,706,402

$1,614,899$1,402,372

$192,801 $129,118

$4,615,913

$3,001,852

$2,315,394

$1,548,487

$1,095,546

$202,399 $149,343

2013 2012

Real advertising investment of the Education category is $15.3MM a year, reflecting an increase of 18% during 2012 and 2013. Newspaper is the leader for this Industry.


Investment by SegmentThe industry is divided in 8 segments that represent the total category investment: $15.3 millions. Universities represent 35% of total category media investment

Universi

ty

College

Inst

Educa

tional Pro

gram

School

Academ

y

Scholas

tic Gro

up

School C

orresp

ondence

$5,380,496

$3,384,982$2,969,366

$1,928,731

$1,446,250

$190,309$12,941 $4,635


Education Industry: Brands

Academy1%

College21%

Educational Program18%

Inst21%

Scholastic Grou

p0%

School7%Scho

ol Cor-re-

spondence

0%

University32%

Rate CardAcademy

1%

College22%

Edu-cational

Pro-gram13%Inst

19%

Scholastic Group0%

School9%Scho

ol Cor-re-

spondence

0%

University35%

Real Investment

Education Industry is the Category that spends the most in advertising with 35% of the total real investment followed by College at 22%


Education Industry

Academy College Educational Program

Inst Scholastic Group School University

17%24%

81%

39%

2%14%

22%

30%

9%

30%

68%51%

39%

42%18%

8%1% 22%

7%

14%

14%

10%

14% 31%13%

26%

5%14%

8% 10% 10%

1%

2%

2%

0.005001634434080520.0158199936703430.0158165150932547

Local TV Cable TV Newspaper Reg. Newspaper Radio Magazine Outdoor

Newspaper is the favorite media for Education Industry Advertising


26

Puerto Rico MarketAudiences Overview

27

Media Consumption:

INTERNET WEBSITE- ANY RADIO STATION-PAST 7 DAYS

INTERNET WEBSITE- ANY BROADCAST TV- PAST 7 DAYS

MOVIE THEATER-PAST 30 DAYS

MAGAZINE( MONTHY/WEEKLY/BI-WEEKLY)-READ ANY IN THE PAST 7 DAYS

INTERNET WEBSITE-ANY NEWSPAPER- PAST 7 DAYS

WATCHED PAID TV- PAST 7 DAYS

INTERNET-ACCESSED PAST 7 DAYS

Newspaper Cume anydailyaverage sat aver sun

Outdoor Billboards seen past 7 days

RADIO- LISTENED IN THE PAST 7 DAYS

WATCHED LOCAL TV-PAST 7 DAYS

0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0%

7.4%

17.1%

17.8%

24.1%

27.1%

49.6%

59.1%

79.3%

80.8%

91.2%

96.5%

Scarborough – PR Study – 2014 - 1

Newspapers have a 79% penetration in Puerto Rico

28

61%

79%

USA Puerto Rico

ReaderShip

USA Puerto Rico

Scarborough – PR Study – 2014 – 1USA. Newspapers Association of America. Past week newspaper print

Media ConsumptionNewspaper (Print) penetration in Puerto Rico is higher than USA by 30%.

29Scarborough – PR Study – 2014 - 1

With GFR Media Newspapers, advertisers reach 2.1 million readers, which accounts for 94% of the total readers (18+) in Puerto Rico.

Newspapers Market Share

2.1 MILLIONS READERS

94%

6%

GFR Media

Others

30Scarborough – PR Study – 2014 – 1. Cume Readers

M-F audiences are reached with GFR Media Newspapers.Monday to Friday Readership

2,166,882

1,489,3541,306,634

839,676

482,508 405,074

Any daily newspaperprint edition

El Nuevo Día Primera Hora El Vocero Índice Metro

Monday to Friday

31Scarborough – PR Study – 2014 - 1

98% of weekend audiences are reached by GFR Media Newspapers.

1,011,916

994,200

Any Sunday newspaper print edition El Nuevo Día

Sunday Readership

984,038

691,836

525,896

Any Saturday newspaper print edition(Current Release Only)

El Nuevo Dia Primera Hora

Saturday Readership

Weekend Readership

Sunday Readership

Saturday Readership

32Source: Scarborough, Release 1 & 2 2013 and 1 2014

2,167

1,489

1,307

840

405

483

0

500

1,000

1,500

2,000

2,500

2013-1 2013-2 2014-1

Thou

sand

s

Cume Readership - Monday to Friday

Any daily newspaper print edition El Nuevo Día Primera Hora El Vocero Metro Índice

El Nuevo Dia leads newspapers readershipNewspapers Cume Readers Trends

1,489,35469% of the market

El Nuevo Dia (END)

Source: Scarborough 2014 -1 Cume Readers People 18+

1,489,354readers of

• 53% are women

• 53% are 25-54 years old

• 53% have a Any College Degree or more (index: 110)

• Bilingual (index: 108)

• “white-collar” (index: 110)

El Nuevo Dia Leadership


677,528Readers do not read El Nuevo Día

How to reach END Non-readers?


446,16666% of no readers of END are readers of


Primera Hora captures the most END Non-Readers

446,166PH Readers, but END Non-Readers

• 52% are women (index: 101)

• 57% are 25-54 years old (index: 105)

• They have an education level of high school or less (index: 104)

• Have difficulties with english (index: 106)

• “Blue-collar” (index: 112)

Primera Hora (PH)


reach together an impressive majority of readers*

89% Reach

&


The Most Effective Combination

39Source: Comscore

+29%

Jan-2013 Jan-2014

4.9 MM

+6.3 MM

GFR Media unique browsers are growing steadily at a 29% rate YOY

3.8 MM

25K

2.3 MM

GFR Media Digital Audience:

4.6 MM+21%

372K+1134%

+35% 3.1 MM

40

Education IndustryFrom the audience perspective.

Education Market in PR El Nuevo Día and Primera Hora are the most effective newspapers in reaching people enrolled and not enrolled in education.

Scarborough 2014 -1 Total Base 2,818,180 P18+ / Base: Base: Currently enrolled/attending classes at a college/university: 368,516

El Nuevo Día

Average Reader

Primera Hora

Average Reader

Índice Average Reader

El Vocero Average Reader

Metro Average Reader

Currently enrolled/attending a college/university

36.0% 22.1% 11.7% 13.7% 10.2%

Currently Not enrolled/attending at a college/university

32.4% 27.6% 8.0% 15.1% 6.1%

Attended special/technical/vocational school 29.9% 26.2% 9.6% 14.5% 8.0%

Plan to go back to school in next 12 months 30.3% 29.7% 10.1% 20.7% 9.1%

Adult continuing education 43.3% 32.5% 10.1% 15.8% 6.8%

42

Media used for shopping and buying decision process.

Enrolled or Attending at Collage consider Weekly Shopper Internet and Newspapers as the media used for their shopping and buying decisions process

Scarborough 2014 -1 Total Base 2,818,180 P18+ / Base: Currently enrolled/attending classes at a college/university: 368,516

Wee

kly sh

oppe

rs

Inte

rnet

Newsp

aper

Loca

l TV

Radio

Prom

otions

Cable o

r sat

ellite

TV

Mag

azines

Outdo

or

Mov

ie th

eate

r

57.4%

49.2%

28.1% 26.7%

19.3%15.8%

13.5%11.0%

7.7%4.9%

Not Enrolled or Attending at Collage consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process

Scarborough 2014 -1 Total Base 2,818,180 P18+ / Base: Currently Not enrolled/attending classes at a college/university: 2,449,664

Wee

kly sh

oppe

rs

Newsp

aper

Loca

l TV

Inte

rnet

Cable o

r sat

ellite

TV

Radio

Prom

otions

Mag

azines

Outdo

or

Mov

ie th

eate

r

59.2%

48.1%

35.8%

29.5%

21.7% 21.4% 20.4%

11.4%7.1%

2.7%

Attend to Special /Technical School consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process

Scarborough 2014 -1 Total Base 2,818,180 P18+ / Base: attended special/technical/vocational school 971,694

Wee

kly sh

oppe

rs

Newsp

aper

Loca

l TV

Inte

rnet

Radio

Prom

otions

Cable o

r sat

ellite

TV

Mag

azines

Outdo

or

Mov

ie th

eate

r

60.1%

47.9%

37.1%33.1%

23.3% 22.2% 21.5%

11.8%8.1%

3.7%

Plan to go back to school consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process

Scarborough 2014 -1 Total Base 2,818,180 P18+ / Base: Plan to go back to school in next 12 months 180,798

Wee

kly sh

oppe

rs

Inte

rnet

Newsp

aper

Loca

l TV

Cable o

r sat

ellite

TV

Radio

Prom

otions

Outdo

or

Mov

ie th

eate

r

Mag

azines

66.5%

54.0%

42.9%

35.5% 34.3%

21.8%

16.2%

10.8%8.3%

3.8%

Adult Continuing education consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process

Scarborough 2014 -1 Total Base 2,818,180 P18+ / Base: Adult continuing education: 272,136

Wee

kly sh

oppe

rs

Newsp

aper

Inte

rnet

Loca

l TV

Prom

otions

Radio

Cable o

r sat

ellite

TV

Mag

azines

Outdo

or

Mov

ie th

eate

r

69.0%

50.6%47.0%

39.8%

29.2%26.5%

21.3%16.2%

13.0%7.9%

Adult Continuing education consider Weekly Shopper and Newspapers as the media used for their shopping and buying decisions process

Scarborough 2014 -1 Total Base 2,818,180 P18+ / Base: Adult continuing education: 272,136

Wee

kly sh

oppe

rs

Newsp

aper

Inte

rnet

Loca

l TV

Prom

otions

Radio

Cable o

r sat

ellite

TV

Mag

azines

Outdo

or

Mov

ie th

eate

r

69.0%

50.6%47.0%

39.8%

29.2%26.5%

21.3%16.2%

13.0%7.9%

49

Media Usage Buying Decision - Making Process

Shoppers & Catalogs

Source: Nielsen Adynamics – Jan – Dec.

60%

25%

14%

1%

El Nuevo Día Primera Hora Vocero Índice

# OF INSERTS 2013

51

END Readers’ Profile vs Enrolled At Collage People Profile

El Nuevo Dia: High penetration in 18-24, upper and middle socioeconomic level and income more than 25K

Scarborough 2014 -1 Total Base 2,818,180 P18+ / Base: El Nuevo Día cueme readers 1,489,354 / Base: Currently enrolled/attending classes at a college/university: 368,516

EL NUEVO DIA’S READERS PROFILE El NUEVO DIA CUME READERS El NUEVO DIA CUME READERSCURRENTLY ENROLLED/ATTENDING

AT A COLLEGE/UNIVERSITY

Target % Index Target %

Men 47.0% 100 48.4%Women 53.0% 100 51.6%

Age 18-24 15.2% 112 62.4%Age 25 - 34 18.9% 113 19.9%Age 35-49 25.4% 101 14.4%Age 50-64 22.7% 92 2.3%Age 65 or More 17.8% 89 0.9%

High School Graduate or Less 45.1% 85 28.8%Some or Collage Degree 43.9% 115 63.1%Some or Post graduate degree 11.1% 125 8.1%

Arecibo Region 10.9% 101 6.7%Caguas Region 14.2% 96 13.5%Mayagüez Region 12.9% 89 15.9%Ponce Region 12.7% 97 13.0%San Juan Metro Region 30.7% 107 33.3%San Juan Sub Region 18.1% 101 17.5%

Upper class 13.8% 128 9.7%Upper/middle class 23.1% 120 32.2%Middle/lower class 31.6% 103 46.1%Lower class 31.5% 80 12.0%

Less than $10,000 17.7% 83 14.7%$10,000 - $24,999 29.7% 98 28.6%$25,000 -$34,999 19.2% 105 18.3% $35,000 - $44,999 16.0% 107 17.4% $45,000 - $74,999 11.9% 112 15.1%$75,000 - or more 5.5% 127 6.0%

52

PH Readers’ Profile vs Enrolled At Collage People ProfilePrimera Hora: High penetration in 25-34 , and middle/ lower socioeconomic level

Scarborough 2014 -1 Total Base 2,818,180 P18+ / Base: Primera Hora cume readers 1,306,634 / Base: Currently enrolled/attending classes at a college/university: 368,516

PRIMERA HORA’S READERS PROFILEPRIMERA HORA CUME

READERSPRIMERA HORA CUME

READERS

CURRENTLY ENROLLED/ATTENDING AT A

COLLEGE/UNIVERSITY

Target % Index Target %Base Total 100.0% 100 100.0%

Men 47.3% 101 48.4%Women 52.7% 99 51.6%





Less than $10,000 22.7% 106 14.7%$10,000 - $24,999 30.7% 101 28.6%$25,000 -$34,999 19.3% 106 18.3% $35,000 - $44,999 13.7% 91 17.4% $45,000 - $74,999 10.0% 94 15.1%$75,000 - or more 3.7% 85 6.0%

53

Indice Readers’ Profile vs Travelers ProfileIndice: High penetration in 18-34, Some College or College Degree and San Juan Metro and Mayaguez Region

Scarborough 2014 -1 Total Base 2,818,180 P18+ / Base: Indice cume readers 482,508 Base: Currently enrolled/attending classes at a college/university: 368,516

ÍNDICE S READERS PROFILEÍNDICE CUME

READERSÍNDICE CUME READERS

CURRENTLY ENROLLED/ATTENDING AT

A COLLEGE/UNIVERSITY

Target % Index Target %Base Total 100.0% 100 100.0%

Men 45.0% 96 48.4%Women 55.0% 104 51.6%





Less than $10,000 14.1% 66 14.7%$10,000 - $24,999 33.0% 109 28.6%$25,000 -$34,999 20.3% 111 18.3% $35,000 - $44,999 16.8% 112 17.4% $45,000 - $74,999 9.7% 91 15.1%$75,000 - or more 6.1% 142 6.0%

54

Circulation

55

Certified Circulation: Monday to FridayEL Nuevo Dia is the leader in Circulation for all PAID newspapers and Indice for NON PAID newspapers.

177,509

107,394

122,523 112,774

91,712

Paid Free

+70K SUROESTE

Sources:Alliance for audited media. Certfified Audit of Circulations

56

Certified Circulation: Saturday-Sunday

Sources:Alliance for audited media. Certfified Audit of Circulations

177,979

92,163

SATURDAY

207,659

SUNDAY

GFR Media is the leader in Circulation on Saturdays and Sundays

57

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