Sunday, May 28, 2006

Metro launches free daily in Mexico City

Metro International, burned by its other launches in North America, is hoping for better luck in Mexico City where it has started Publimetro with an initial circulation of 130,000. Metro has a 35 percent stake in the operation. Another 35 percent is held by a group of investors from the securities firm Grupo Bursatil Mexicano S.A. de C.V. and 30 percent is owned by Antonio Torrado, whose family owns franchise license in Mexico for brands including Burger King, Domino's Pizza and Starbucks.

E&P writes, "Metro President and CEO Pelle Tornberg said Publimetro launches as the biggest paper in Mexico City, a claim that is likely true but impossible to confirm, given the secrecy with which Mexico City newspapers guard their true circulation. Publimetro is the first free daily in a city with more than a dozen active dailies priced anywhere from 10 cents to $1.50 on weekdays."