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‘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