GFR Media , Categoria de Educacion

1. Education
Industry Category Report: Q1-2004

2. Agenda
• GFR Media
• PR Advertising Market
• Retail Advertising Market
• PR Audience Market
• Retail Audience Market
• Circulation
• GFR Media and Retail
• Next Steps

3. 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
• CityView Plaza – Commercial Real Estate Company

4. 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

5. World’s Readership
PR is one of the countries with highest levels of readership in the world
92%
85% 83%
80%
75% 74%
73%
61%
50% 50% 52%
44%
42%
33%
24%
Japan
PuertoRico
Denmark
Singapur
Chile
Germany
Austria
China
NewZealand
USA
Brazil
France
Spain
UnitedKindom
Uruguay
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

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

8. • 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

9. GFR Media Platforms

10. 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

11. 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

12. Total Mobile units GFR MEDIA reaches
3,074,96
In Puerto Rico
*Source: Junta Reglamentadora de Telecomunicaciones, February 2014
**Includes Mobile Web and Native Applications. Source: Comscore and Flurry Analytics. March 2014
4,550,043
Monthly 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
13

14. ADVERTISING MARKET IN PR 2013
14
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
millions
REAL
INVESTMENT

15. Newspapers have the highest investment at 39% of total “real media investment”
Market Share by Media
16
Newspapers
21%
Local TV
43%
Radio
9%
Outdoor
5%
Paid TV
18%
Internet
1%
Others
1%
Magazines
2%
Cinema
0%
2013 - Rate Card
Newspapers Local TV Radio Outdoor Paid TV
Internet Others Magazines Cinema
Newspapers
39%
Local TV
28%
Radio
11%
Outdoor
6%
Paid TV
6%
Internet
4% Others
2%Magazines
2%
Cinema
2%
2013 - Real Investment
Newspapers Local TV Radio Outdoor Paid TV
Internet Others Magazines Cinema
Nielsen Adynamics – Jan – Dec. Real investment calculation by GFR Media

16. Advertising Market in Puerto Rico – Real Investment
17
Newspapers and local TV represent 67% of $602MM total investment.
Investment in newspapers grew 3%
236
171
69
37 36
21
14 11 10
230
176
75
27
37
17 17
10 8
-
50
100
150
200
250
Newspapers Local TV Radio Outdoor Paid TV Internet Others Magazines Cinema
Millions
2013 Real investment
2012 real investment
Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media

17. Business &
Consumer
Services, 22%
Retail, 15%
Entertainment &
Amusements,
13%
Publishing &
Media, 12%
Other Categories,
9%
Auto.,auto.access
& Equip, 9%
Drugs &
Remedies, 6%
Toiletries &
Cosmetics, 4%
Tv
Networks/station
s, 4%
Insurance & Real
Estate, 3%
Foods & Food
Products, 2%
2013 – REAL INVESTMENT
Top 10 Categories. Share of Investment (SOI)
18
Business &
Consumer
Services, 21%
Entertainment &
Amusements,
15%
Retail, 12%
Publishing &
Media, 9%
Auto.,auto.acces
s & Equip, 9%
Drugs &
Remedies, 7%
Tv
Networks/statio
ns, 6%
Toiletries &
Cosmetics, 5%
Foods & Food
Products, 3%
Insurance & Real
Estate, 3%
Others
Categories , 10%
2013 – RATE CARD
Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media

18. Education Industry
From the advertising perspective.
19

19. Education Industry In Puerto Rico
20
Education Industry spends $15.3MM in advertising a year (2013)
Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media
• $50.7 millionsRATE CARD
• $15.3 millions
EDUCATION
REAL
INVESTMENT

20. Education Industry
Local TV
46%
Cable TV
4%
Newspaper
20%
Reg.
Newspaper
6%
Radio
15%
Magazines
1%
Outdoor
8%
Rate Card
Local TV
28%
Cable
TV
1%
Newspaper
32%
Reg.
Newspaper
11%
Radio
18%
Magazines
1%
Outdoor
9%
Real Investment
National Newspapers and Regional Newspaper are the prefered media investment
(43%) of the Education category.
Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media

21. Education Industry
Real Investment
$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
Newspaper Local TV Radio Reg. Newspaper Outdoor Cable TV Magazines
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.
Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media

22. Investment by Segment
The industry is divided in 8 segments that represent the total category investment:
$15.3 millions. Universities represent 35% of total category media investment
$5,380,496
$3,384,982
$2,969,366
$1,928,731
$1,446,250
$190,309
$12,941 $4,635
University College Inst Educational
Program
School Academy Scholastic Group School
Correspondence
Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media

23. Education Industry: Brands
Academy
1%
College
21%
Educational
Program
18%
Inst
21%
Scholastic
Group
0%
School
7%
School
Correspond
ence
0%
University
32%
Rate Card
Academy
1%
College
22%
Educational
Program
13%
Inst
19%
Scholastic
Group
0%
School
10%
School
Correspond
ence
0%
University
35%
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%
Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media

24. Education Industry
17%
24%
81%
39%
2%
14%
1%
2%
2%
22%
30%
9%
30%
68%
51%
39%
42%
18%
8%
1% 22%
7%
14%
14%
10%
14% 31%
13%
26%
1%
2% 2%
5%
14%
8% 10% 10%
Academy College Educational Program Inst Scholastic Group School University
Local TV Cable TV Newspaper Reg. Newspaper Radio Magazine Outdoor
Newspaper is the favorite media for Education Industry Advertising
Nielsen Adynamics – Jan – Dec. Real investment calculations by GFR Media

25. Puerto Rico Market
Audiences Overview
26

26. Media Consumption:
7.4%
17.1%
17.8%
24.1%
27.1%
49.6%
59.1%
79.3%
80.8%
91.2%
96.5%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0% 120.0%
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
27Scarborough – PR Study – 2014 - 1
Newspapers have a 79% penetration in Puerto Rico

27. 61%
79%
USA Puerto Rico
ReaderShip
USA Puerto Rico
Scarborough – PR Study – 2014 – 1
USA. Newspapers Association of America. Past week newspaper print
Media Consumption
28
Newspaper (Print) penetration in Puerto Rico is higher than USA by 30%.

28. Scarborough – 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
29
2.1 MILLIONS READERS
94%
6%
GFR Media
Others

29. Scarborough – PR Study – 2014 – 1. Cume Readers
M-F audiences are reached with GFR Media Newspapers.
Monday to Friday Readership
30
2,166,882
1,489,354
1,306,634
839,676
482,508
405,074
Any daily newspaper
print edition
El Nuevo Día Primera Hora El Vocero Índice Metro
Monday to Friday

30. Scarborough – 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
31
Sunday Readership
Saturday Readership

31. Source: 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
Thousands
Cume Readership - Monday to Friday
Any daily newspaper print edition El Nuevo Día Primera Hora El Vocero Metro Índice
El Nuevo Dia leads newspapers readership
Newspapers Cume Readers Trends
32

32. 1,489,354
69% of the market
El Nuevo Dia (END)
Source: Scarborough 2014 -1 Cume Readers People 18+

33. 1,489,354
readers 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
Source: Scarborough 2014 -1 Cume Readers People 18+

34. 677,528
Readers do not read El Nuevo Día
How to reach END Non-readers?
Source: Scarborough 2014 -1 Cume Readers People 18+

35. 446,166
66% of no readers of
END are readers of
Source: Scarborough 2014 -1 Cume Readers People 18+
Primera Hora captures the most
END Non-Readers

36. 446,166
PH 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)
Source: Scarborough 2014 -1 Cume Readers People 18+

37. reach together an impressive
majority of readers*
89%
Reach
&
Source: Scarborough 2014 -1 Cume Readers People 18+
The Most Effective Combination

38. Source: 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:
39
4.6 MM+21%
372K+1134%
+35% 3.1 MM

39. Education Industry
From the audience perspective.
40

40. 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%

41. Media used for shopping and buying
decision process.
42

42. 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
57.4%
49.2%
28.1%
26.7%
19.3%
15.8%
13.5%
11.0%
7.7%
4.9%
Weekly
shoppers
Internet Newspaper Local TV Radio Promotions Cable or
satellite TV
Magazines Outdoor Movie
theater

43. 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
59.2%
48.1%
35.8%
29.5%
21.7% 21.4% 20.4%
11.4%
7.1%
2.7%
Weekly
shoppers
Newspaper Local TV Internet Cable or
satellite TV
Radio Promotions Magazines Outdoor Movie
theater

44. 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
60.1%
47.9%
37.1%
33.1%
23.3% 22.2% 21.5%
11.8%
8.1%
3.7%
Weekly
shoppers
Newspaper Local TV Internet Radio Promotions Cable or
satellite TV
Magazines Outdoor Movie
theater

45. 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
66.5%
54.0%
42.9%
35.5% 34.3%
21.8%
16.2%
10.8%
8.3%
3.8%
Weekly
shoppers
Internet Newspaper Local TV Cable or
satellite TV
Radio Promotions Outdoor Movie
theater
Magazines

46. 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
69.0%
50.6%
47.0%
39.8%
29.2%
26.5%
21.3%
16.2%
13.0%
7.9%
Weekly
shoppers
Newspaper Internet Local TV Promotions Radio Cable or
satellite TV
Magazines Outdoor Movie
theater

47. 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
69.0%
50.6%
47.0%
39.8%
29.2%
26.5%
21.3%
16.2%
13.0%
7.9%
Weekly
shoppers
Newspaper Internet Local TV Promotions Radio Cable or
satellite TV
Magazines Outdoor Movie
theater

48. Media Usage
Buying Decision - Making Process
49

49. Shoppers & Catalogs
Source: Nielsen Adynamics – Jan – Dec.
60%
25%
14%
1%
El Nuevo Día Primera Hora Vocero Índice
# OF INSERTS 2013

50. END Readers’ Profile vs Enrolled At Collage People Profile
51
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 READERS
CURRENTLY 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%

51. PH Readers’ Profile vs Enrolled At Collage People
Profile
52
Primera 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 PROFILE PRIMERA HORA CUME READERS PRIMERA 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%
Age 18-24 13.4% 99 62.4%
Age 25 - 34 20.5% 123 19.9%
Age 35-49 29.1% 116 14.4%
Age 50-64 23.1% 93 2.3%
Age 65 or More 13.9% 70 0.9%
High School Graduate or Less 52.5% 99 28.8%
Some or Collage Degree 39.8% 105 63.1%
Some or Post graduate degree 7.7% 87 8.1%
Arecibo Region 10.1% 93 6.7%
Caguas Region 17.2% 117 13.5%
Mayagüez Region 15.1% 104 15.9%
Ponce Region 15.5% 118 13.0%
San Juan Metro Region 23.7% 83 33.3%
San Juan Sub Region 18.0% 101 17.5%
Upper class 10.4% 96 9.7%
Upper/middle class 18.3% 95 32.2%
Middle/lower class 31.6% 103 46.1%
Lower class 39.7% 101 12.0%
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%

52. 53
Indice Readers’ Profile vs Travelers Profile
Indice: 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 PROFILE ÍNDICE CUME READERS ÍNDICE 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%
Age 18-24 17.1% 126 62.4%
Age 25 - 34 19.9% 119 19.9%
Age 35-49 29.7% 118 14.4%
Age 50-64 21.7% 88 2.3%
Age 65 or More 11.6% 58 0.9%
High School Graduate or Less 41.7% 79 28.8%
Some or Collage Degree 45.1% 118 63.1%
Some or Post graduate degree 13.2% 149 8.1%
Arecibo Region 6.3% 58 6.7%
Caguas Region 13.0% 88 13.5%
Mayagüez Region 12.5% 85 15.9%
Ponce Region 8.0% 61 13.0%
San Juan Metro Region 48.0% 168 33.3%
San Juan Sub Region 12.3% 69 17.5%
Upper class 15.8% 146 9.7%
Upper/middle class 21.9% 113 32.2%
Middle/lower class 33.4% 109 46.1%
Lower class 28.9% 74 12.0%
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%

53. Circulation
54

54. Certified Circulation: Monday to Friday
55
EL 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

55. Certified Circulation: Saturday-Sunday
56
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

56. Thank You
57