Community of Interest

Leveraging our Audience Data and our Media Ecosystem
to incubate Targeted Business Solutions
Community of Interest

Product Centric
Print, Digital, OOH, Classifieds,
ODD, Events & Promotions, Sal!,
Audience Profile & Brandshare
Audience Centric Business Model
From To
Audience Centric
Customized solutions & experiences
for like-minded audiences based on
insights
Shift
GFR Media is transitioning from a company focused on products to an
audience centric organization driven by intelligence & data.

Leverage our Audience Data and Media Ecosystem to Incubate Targeted Business Solutions
Grow Digital Media & Data to Diversify Revenue Streams
Extend Core Legacy Business Runway
Invest in Tech, Talent, Culture and Content Foundation
Transformation Big Bets

Elements of a
Sense of
Belonging
Integration
&
Fulfillment
of Needs
Influence
Shared
Emotional
Connection
& Support
Members can influence
and be influenced by
each other.
Members feel rewarded
for their participation in
the community.
Shared history,
interests and
participation.
Provides emotional
safety, membership and
identification.
Community

Benefits of our
Offer clients multi-platform, integrated, local, contextually -
relevant solutions, powered by our massive reach and
audience intelligence to provide our clients with higher levels of
contactabililty, targeting and conversion which lead to a
higher ROI.

WOMEN
Launched June 4th
HEALTH &
WELLNESS
Launched June 28th
ENTERTAINMENT &
GASTRONOMY
Launches in November
DEAL
SEEKERS
Launches in January
COMMUNITIES
OF INTEREST

CONTENT
INFLUENCERS
+ FOLLOWERS
INSIGHTS EVENTS
+ ATTENDEES
DATA
SOLUTIONS
STRATEGIC
PARTNERSHIP
APPS & B2C
SOLUTIONS
I N T E G R A T E D S O L U T I O N S

What Does Success Look Like?
REVENUES
INFLUENCE
THOUGHT LEADERSHIP &
REPUTATION
DATA
TRAFFIC
$
$

Measurable
Scalable
Sustainable
Replicable
Multi-Functional Strategy
Data
Intelligence
Finance Technology
COI
Content Sales
Marketing

Communities of Interest
GFRM Developing Future

Pain Points/ JTBD Online Research PanelData Sources
Audience Intelligence
Digital Content Social ContentPrint Content
Videos NewslettersInfluencers / Bloggers
Experiences / Events Audience ProfileMedia
Targeted Content
Media Touchpoints
B2C Solutions
Buildinga
CommunityofInterest
E-Commerce APPsE-Ticketing

Analyzing Puerto Rico’s population behaviors & outlook towards well-being
Main concerns or issues
that are important
Prevalent illnesses,
medications,
specialists
Activities & Nutrition

Cost of living Criminality
Employment
Educational access
and costs
Environmental
issues
83.5% 81.1%
71.8%
66.0% 58.7%
Other important issues:
Health care cost and availability is the #1 issue
84.1%
consider it
very important

Millennials & Xers Boomers Golden Oldies
1. Anxiety
2. Depression
3. Hypertension
4. Migraines
5. Asthma
6. Diabetes 1
1. Incontinence
2. Osteoporosis
3. Cancer
4. Arthritis
5. Diabetes
6. Hypertension
7. Sleep Apnea
1. Hypertension
2. Arthritis
3. Diabetes 2
4. Anxiety
5. Depression
6. Asthma
7. Alzheimer
Top ailments and illness

Boomers & 70+
Gardening
Casino
View Soccer
Travel outside PR
Travel within PR
Attend Cultural Events
Activities during past 12 months
Millennials & Xers
Weights/Circuit
CrossFit
Attend gym
Golf
Tennis
Soccer
Softball
Swimming
Bicycling
Basketball
Jogging/
Running
Zumba

4 key audience segments to connect with
2 defined Communities of Interest
Health
Boomers
50-69
930K Golden
Oldies
70+
370K
Millennials
& Xers
18-49
1.5
MM
Wellness
Crowd
(active, good nutrition,
H&W reader/ informed)
563K
Wellness

Media Touchpoints
B2C Solutions
Buildinga
CommunityofInterest
Targeted Content

Blogs Influencers
Digital
Print
Video
Targeted Segment
Content
Marketing
Daily Offers Platforms

Targeted towards people
interested in recurring
conditions in PR, specially those
that Boomers and Golden
Oldies experience constantly.
Friday Circulation: 179,548
135,246 Print / 44,302 Digital Replica
102,887 Home Delivery
Por Dento Salud Por Dento Bienestar
Targeted towards the wellness
crowd with emphasis in aging
Millennials and Xers, covers
content focused on mind, body
and spirit.
Sunday Circulation: 203,393
158,706 Print / 44,687 Digital Replica
PH Saludable
Targeted towards the wellness
crowd, content aimed to
educate and entertain.
Monday Circulation: 64,406
Targeted Content - Print

Targeted Content - Digital
Source: Google Analytics ( May 2017)
Launched June 4th, this new vertical publishes content
that educates users about health related topics and also
serves as inspiration towards having a healthy lifestyle.
 Salud
 Bienestar
 Dietas y
nutrición
 En forma
 Cuerpo y mente
 Familia y crianza
 Entrevistas
 Videos
 Fotos
 Blogs

Targeted Content - Blogs
Pregúntale al médico Dr. Carlos López answers frequent
questions made by El Nuevo Día’s readers.
Ven, vive más – Lucía Lozada, reporter with over 20 years of
experience, advise readers on how to be fit: physically, mentally,
emotionally.
Conquistando Millas – Reporter and amateur runner, Shakira
Vargas shares her experiences about her passion for running and
staying active.
Bienestar Infinito – Dra. Veroshk Williams, educate readers
through psychology and astrology on how to improve life and get
closer to real happiness.
Entre sábanas – Sexologist Carmita Laboy explores and talk
about themes related to relationships.

Targeted Content - Video
Simple and effective exercises to do at
home and stay fit.
- Weekly videos (1:30mins)
First documental series that tackles real
scenarios of people living together.
Ejercítate en casa (July)
Sana Sabrosura (Launched)
Quick videos educating about healthy
nutrition.
Convivencia (Nov / Dec)

Targeted Content
B2C Solutions
Buildinga
CommunityofInterest
Media Touchpoints

SMS+EMAIL
MARKETING
BRANDED
CONTENT
PRINT PROPERTIES
LOCATION
BASED
MARKETING
BILLBOARDS
SOCIAL MEDIA
MARKETING
DIGITAL & MOBILE
MARKETING
DAILY DEALS
PLATFORM
EVENTS &
PROMOTIONS
GFR Media Touchpoints
Health & Wellness
MOBILE-BASED
NOTIFICATIONS

SMS+EMAIL
MARKETING
PRINT PROPERTIES
LOCATION
BASED
MARKETING
BILLBOARDS
SOCIAL MEDIA
MARKETING
DIGITAL & MOBILE
MARKETING
DAILY DEALS
PLATFORM
EVENTS &
PROMOTIONS
MOBILE-BASED
NOTIFICATIONS
BRANDED
CONTENT

Brandshare – Branded Content
Pieces of content
360+

BrandShare - Digital
BrandShare content will now be
distributed alongside editorial
content in the main stage of
elnuevodia.com.
Clients will soon be able to
publish their in-house created
content via our new Publishing
Partner Program.
Clients will also be able to buy
individual articles for print or
web. You won’t be tied down
to packages if your strategy
requires a one-shot deal.

Branded Content – Print
Ad next to contextual content

Branded Content – Print ONLY

Branded Content – Print + Digital
PRINT
SOCIAL MEDIA
HANDSHAKE
DIGITAL
CLIENT ADVERTISING
CLIENT
ADVERTISING
Opportunity

PRINT PROPERTIES
BILLBOARDS
SOCIAL MEDIA
MARKETING
DIGITAL & MOBILE
MARKETING
DAILY DEALS
PLATFORM
EVENTS &
PROMOTIONS
MOBILE-BASED
NOTIFICATIONS
BRANDED
CONTENT
SMS+EMAIL
MARKETING
LOCATION
BASED
MARKETING

While some Millennials may be
called lazy or narcissistic, and others
see them as open-minded and full of
life, they want flexible work
schedules and wish to see the world.
On the other hand, Xers tend to be
workaholics, sharp and have the
highest education out of any
generation.
242k Unique
Browser
175k Emails
41k Direct Mail
70k Unique Browser
7k Emails
10k Direct Mail
The survivor generation; they’ve seen
it all. There’s nothing that can keep
them down. Known for their hard-
nosed approach to work and their
great management of money, this
generation is wise and pretty set in
their ways. It’s a challenge to reach
them on a digital front, be clever in
approaching these deep pockets.
The eternal hippies that were born out of
love and a desire to leave behind the
wars and the Great Depression. These
guys have seen it all – from a president’s
assassination, to a man walking on the
moon. The biggest generation on the
Island; brands would be smart to cater to
them.
Baby Boomers
123k Unique
Browser
60k Emails
25k Direct Mail
40k Emails
5k Direct Mail
For them, health and beauty are
interchangeable. One can’t exist
without the other. If you help them
take care of themselves with great
content and products, you’ve got
their attention and probably their
business too.
724k Mobile UBs
57k Tablet UBs
181k Desktop UBs
9k Call Center
Audience Profile – Targeted Segment
Millennials & Xers Golden OldiesThe Wellness Crowd

LBM Services GFR Media reaches over
a month in the Metro Area
59k hospital visitors
*Source: GIMBAL, May, 2017

E-Commerce – Daily Deals Platform
375K+monthly users
Services
Massages
Plastic Surgery
Laser Depilation
Weight Loss Programs
Lenses
Most Looked at
67%
Millennials & Xers
Massages
Weight Loss Programs
Gym
Dental Whitening
Barber Shops
Plastic Surgery
Laser Depilation
Mani/Pedi
Hair
Facials
Tanning Salons
Source: Google Analytics (Mayo 2017)

Alzheimer Event & Activation
Primera Hora’s
newspaper with Victor
Manuel’s Single25K8
Microsite of short videos
of Alzheimer patients
Downloads of the
Single at
primerahora.com14K
From targeted initiatives to exclusive events, GFR Media creates and develops VIP experiences
that enrich and delight the needs and lifestyles of all health and wellness segments.

COI HEALTH & WELLNESS
Go-Forward Strategy

Monetization of Print Properties

Go Forward Strategy
NEXT 90 DAYS
Content Monetization
CategoriesAudience
Intelligence
Pharma
Hospitals
Health
Insurance
Content Tagging
Audience
Insights
Influencers
1.3MFOLLOWERS
5KFOLLOWERS
13.3KFOLLOWERS
Audience Sub-
Segment Focus
CPG

Community of Interest

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Community of Interest

Similar to Community of Interest (20)

More from LEAP Media Solutions, a division of BlueVenn

More from LEAP Media Solutions, a division of BlueVenn (20)

Recently uploaded

Recently uploaded (20)

Community of Interest