Download `El Mundo`: Expanding to other markets

‘Newspapers as brand. Marketing the news’. Camaret-sur-Mer (France). August 30th 2013
Case Study
‘El Mundo’: Expanding to other markets
El Mundo is the second largest printed daily newspaper in Spain and the largest digital
newspaper (www.elmundo.es) with a daily circulation topping 206,007 copies for the
printed edition (2013) and 32 million unique web visitors per month for the digital one
(2013). With El País, ABC and La Vanguardia (in Catalonia) it is one of the country’s
most influential newspapers.
It first appeared on October 23, 1989, founded by Alfonso de Salas, Pedro J. Ramírez
(who still serves as publisher and editor), Balbino Fraga and Juan González. Editorially,
it often expresses the mainstream views of the Spanish right.
Today, El Mundo, with Marca (Sports newspaper) and Expansión (specialized on
economy) is controlled by the Italian publishing company RCS MediaGroup, through
its Spanish subsidiary company Unidad Editorial S.L. (www.unidadeditorial.com/).
At the bottom of this page you will find the available information about the printed and
online edition of El Mundo, El País and La Vanguardia.
In a competitive and changing environment, El Mundo wants to expand the business to
your country. The company asks for your advice. Following the marketing main steps,
please try to define:
1)
2)
3)
4)
The market situation.
Competitors and technological environment.
Brand analysis. Which are the main values of your brand and products?
Strategic analysis (SWOT).
Strengths
Weaknesses
Opportunities
Threats
Class materials of Professor David Caminada (UPF) for Erasmus Intensive Program (IP) 2013
‘Newspapers as brand. Marketing the news’. Camaret-sur-Mer (France). August 30th 2013
5)
6)
7)
8)
Market length: how would you segment the market?
Segment profitability. How would you make money?
Define a marketing strategy.
Reinforce the value of your product. What would you offer your readers?
Clearly define your product. What about pricing and channel distribution?
9) Finance: Main incomes and expenditures.
10) Work on a communication strategy.
11) In a mid-term strategy, try to be prepared for the reaction of competitors or
unexpected changes in the market.
El Mundo printed daily newspaper
Newspaper name
Year
‘El Mundo’
2000
‘El Mundo’
2005
‘El Mundo’
2010
‘El Mundo’
2012
Year/Month
1998 / May
Month
Total circulation
January
June
December
January
June
December
January
June
December
January
June
December
Source: OJD
258,823
298,890
269,969
321,182
302,662
302,724
311,434
303,892
261,181
234,508
210,366
183,673
www.elmundo.es (On-line newspaper)
Unique web
Total
Average
Visits
visitors
Visits
daily visits
(weekend)
608,250
19,621
69,598 (*)
2000/ May
Pages
4,011,929
2,262,519
72,984
45,917 (**)
25,961,063
2005 / May
6,109,576
31,885,457
1,028,563
598,118
222,817,854
2010 / May
27,879,336
78,523,192
2,533,006
1,876,018
415,578,118
2013 / May
31,997,949
98,215,821
3,168,252
2,638,319
393,526,011
Source: OJDInteractiva
(*) The figure is refered to Sunday
(**) The figure is refered to Saturday and Sunday
Class materials of Professor David Caminada (UPF) for Erasmus Intensive Program (IP) 2013
‘Newspapers as brand. Marketing the news’. Camaret-sur-Mer (France). August 30th 2013
Newspaper name
Year
‘El País’
2000
‘El País’
2005
‘El País’
2010
‘El País’
2012
Newspaper name
Year
‘La Vanguardia’
2000
‘La Vanguardia’
2005
‘La Vanguardia’
2010
‘La Vanguardia’
2012
Month
January
June
December
January
June
December
January
June
December
January
June
December
Source: OJD
Month
January
June
December
January
June
December
January
June
December
January
June
December
Source: OJD
Total circulation
464,910
397,022
424,891
447,879
445,102
381,284
378,763
370,121
362,142
351,332
310,024
290,366
Total circulation
197,108
187,183
181,646
194,841
215,966
201,958
202,730
197,712
185,997
177,727
171,241
163,113
Note:
OJD, the institution that monitors the circulation of Spanish newspapers, has no
available data for www.elpais.es or www.lavanguardia.es. Neither El País nor La
Vanguardia have published official figures about their online editions.
Class materials of Professor David Caminada (UPF) for Erasmus Intensive Program (IP) 2013