This document analyzes women as a target audience in Puerto Rico using data from a Scarborough study. It provides insights into women's demographics, media consumption habits, shopping preferences, and opinions. It also reviews GFR Media's current offerings targeted towards women and proposes different multi-package advertising options across GFR Media's print, digital, and social media platforms tailored for different budget levels.

1. 2015
Reaching out
to Women

2. Our Women’s Market
18+ Population Women in Puerto Rico
Scarborough PR Study R1-2015 | Base: 2,821,402 18+
{ 2,821,402 } { 1,493,528 } = 52.9%

3. (Cume/Women)
Newspaper Readership
{ 789,120 }
70.1%
{ 619,200 }
55%
{ 2,142,926 } { 1,125,618 } = 52.5%
TOTAL
Newspaper
Market
Women
Reading
Newspapers
Monday to Friday
Scarborough PR Study R1-2015 | Base: 1,125,618
Women 18+ Reading Any Daily Newspaper Edition
{ 287,968 }
25.6%

4. (Cume/Women)Weekends
Newspaper Readership
424,054
302,262
El Nuevo Día Primera Hora
Saturday
705,310
20,214 15,966 6,438
El Nuevo Día San Juan Star New York Times Puerto Rico Daily
Sun
Sunday
Scarborough PR Study R1-2015 | Base: 591,228
Women 18+ Reading Any Saturday Newspaper Edition Base: 709,066 Women 18+ Reading Any Sunday Newspaper Edition

5. Internet Media Consumption
Internet Reach in women
in Puerto Rico
64.7% 54.2%
Internet Reach
in Puerto Rico
{ 1,825,496 }
= Internet Audience
{ 989,032 }
Scarborough PR Study R1-2015 | Base: 2,821,402 Adults 18+ years
Accessed Internet in the past 30 days

6. Digital Audience
48%
53%
Gender
31%
24%
20%
15%
10%
Age - Women
15-24 25-34
35-44 45-54
55+
{ 893,806 }{ F }
{ M }
Comscore Media Metrix (L3M to Feb-15)
Internet Audience

7. Digital Audience
51%
49%
Gender
28%
18%
22%
19%
13%
Age - Women
15-24 25-34
35-44 45-54
55+
GFR Media has greater
penetration in women
35+ to the general
Internet audience
{ F }
{ M }
Comscore Media Metrix (L3M to Feb-15)
GFR Medial Total Audience

8. Internet Consumption Behavior
Women’s Preferences and Habits
50% of
ONLINE
SHOPPERS
are Women.
{ 566,100 }
spend an
average of $100.1
Items / services most bought in the last 12 months2:
BooksClothing &
Accessories
Health &
Beauty Items
Concert Tickets
Airline Tickets /
Hotels / Car Rentals
Music DownloadsMobile device
Apps
Scarborough PR Study R1-2015 | Base: 1= Adults 18+ years 2=Women 18+ years who buy online.
Airlines Tickets

9. Women’s Media Preferences
Media used for shopping and buying decisions
1,027,628
605,460
498,814
447,772
268,376
226,710
198,676
176,168
81,302 77,532
35,632
Weekly shoppers Newspaper Local TV InternetPromotions or visual displaysRadio Cable or
satellite TV
Magazines Outdoor media Mobile Movie theater
Scarborough PR Study R1-2015 | Base: Women 18+ years

10. Scarborough PR Study R1-2015 | Base: Women 18+ years
Women’s Consumer Habits
What do women buy? Articles purchased by women in the last 12 months.
?
5%
4%
8%
14%
12%
17%
20%
21%
31%
24%
24%
29%
54%
51%
57%
Men's business clothing
Sports equipment
Fine jewelry
Other athletic clothing
Women's business clothing
Men's shoes
Infants' clothing
Costume jewelry
Athletic shoes
Men's casual clothing
Toys
Children's clothing
Cosmetics, perfumes, or skin care…
Women's shoes
Women's casual clothing

11. OPINION %
I always look for offers and discounts 86.3%
Buy products produced in my own country 83.9%
Buy from companies committed to society 71.9%
If I find a brand I like, I stay with it 71.8%
Worthwhile to pay more for quality product 71.2%
Ask others opinions before I buy a new item 60.9%
I enjoy any kind of purchase 60.1%
Buy products from ethical companies 59.6%
Buy favorite brand over lower priced brand 51.6%
People ask my opinion before buying items 50.0%
Refuse to buy a product from company I dislike 49.0%
Often buy a new brand to find out how it is 38.9%
Women’s Consumer Habits
What is her opinion on issues related to the purchasing process?
Scarborough PR Study R1-2015 | Base: Women 18+ years

12. We set out to understand
how our product offering /
reach connects with our
women audience.

13. GFR Media’s Current Offering for Women
Scarborough PR Study R1-2015 | Comscore Media Metrix (L3M to Feb-15)
Age
Population
A
18-24 25-34 35-49 50-59 60+ TOTAL
(270,000) (130,200) (253,900) (385,000) (368,400) (305,400) (1,940,600)
AB
B
BC
Magacín
12-17
Mujeres Lideres
íN Style
Johnny, Mara,
Karla y Busquets
Blog
Miércoles de
Mujer* / Lola
El Nuevo Día
Primera Hora
Índice
Video
ODD
Shop.pr
Mujeres Lideres
íN Style
Johnny, Mara,
Karla y Busquets
Blog
Bienestar
Por Dentro Vida+
Novias Blog Truquitos Caseros
New Mom Fair
Soraida Asad Blog
ODD
C Video Burbu
Shop.pr

14. This means 821,978 women are 45+.
1.5 million
women in
Puerto Rico
33.6%
ages 45–64
(501,104 women)
21.5%
ages 65+
(320,874 women)
{ 13 Facts }
About Women in Puerto Rico
(And the opportunities these
represent for Primera Hora)
1 2 3
Scarborough PR Study R1-2015 | Base: Women 18+ years

15. 40.7%
are in a lower
social economic level
(608,496 women)
{ 13 Facts }
About Women in Puerto Rico
61%
Unemployed
(913,000 women)
93%
saw local TV last week
(1.4m women)
Scarborough PR Study R1-2015 | Base: Women 18+ years
(And the opportunities these
represent for Primera Hora)
4 5 6

16. 7
Of the 1.2m that read print:
reach
789,120
reach
619,200
reach
287,968*
Of women that use Internet in P.R.:
reach
480,554
reach
392,988
reach
112,298
{ 13 Facts }
About Women in Puerto Rico
Scarborough PR Study R1-2015 | Base: Women 18+ years
8
(And the opportunities these
represent for Primera Hora)
*does not include Regionals

17. { 13 Facts }
About Women in Puerto Rico
69%
use shoppers
when buying.
Only 11% use coupons
for groceries at least
once a week.
Go to the movies.
Do local tourism.
Go to concerts
and events.
87%
have prayer as
part of her daily life
76%
Wished to have more
time with their family
79%
would like to
travel abroad
9 10 11
1312
(And the opportunities these
represent for Primera Hora)
Scarborough PR Study R1-2015 | Base: Women 18+ years

18. GFR Media’s Current Offering for Women
Age
Population
Scarborough PR Study R1-2015 | Comscore Media Metrix (L3M to Feb-15)
A
18-24 25-34 35-49 50-59 60+ TOTAL
(270,000) (130,200) (253,900) (385,000) (368,400) (305,400) (1,940,600)
AB
B
BC
Magacín
12-17
Mujeres Lideres
íN Style
Johnny, Mara,
Karla y Busquets
Blog
Miércoles de
Mujer* / Lola
El Nuevo Día
Primera Hora
Índice
Video
ODD
Shop.pr
Mujeres Lideres
íN Style
Johnny, Mara,
Karla y Busquets
Blog
Bienestar
Por Dentro Vida+
Novias Blog Truquitos Caseros
New Mom Fair
Soraida Asad Blog
ODD
C Video Burbu
Shop.pr

19. Magacín
(weekly)
Frances
Dot-Com Comm.
Client Relations Mngr
$65,000
45 years
Guaynabo
Married
Two kids
Fashion
BCBG, Gabani Boutique
AT&T
Wine, Perrier
Web, mobile, magazines
“Quality, Luxury, exclusive”
Events, VIP experience
Bienestar 24/7
(quartely)
Nellie
Popular Auto
Executive Assistant
$30,000
49 years
Bayamón
Divorced
Three young adults
Family
Marshalls, Macy’s
Claro
Absolut Vodka, HH Beer
Print, billboards, mags
“Affordable luxury”
Trails, shopping centers
Novias
(twice a year)
Diana
SGA
Account Executive
$34,000
28 years
Caguas
Engaged
No kids
Wedding
Zara, West Elm
AT&T
Beer cocktails
Web, SM, magazines
“It’s all about me”
Print ads, events
Vida +
(7 editions)
Silvia
Retired
Dog lover
Social Security + 401K
65 years
Santurce
Married
Two adults
Wellness
Macy’s Banana Republic
AT&T
Wine
Print, magazine, radio
“Qualities of life”
Trail, prints ads, flyers
GFRMedia
WomenMarketingPersonas

20. Por Dentro
(weekly)
Zoraida
PR Realty
Real Estate Broker
$38,000
46 years
Ponce
Married
Three teenagers
Family
Marshalls, Sears
Claro
Sangría, white wine
Paper, mobile, magazines
“Affordable luxury”
TV, shopping centers
Blog Truquitos Caseros
(weekly)
Olga
Freelance
Designer/Buyer
$35,000
39 years
Santurce
Single
No kids
Health & ecofriendly
Mecados, Freshmart
AT&T
Craft beer, rum, wine
SM, web, magazine
“Good for you, good for the
planet”
Events, content mktg
Lola
(weekly)
Jennifer
Humana
Executive Assistant
$30,000
31 years
Caguas
Married
Two kids
Happiness & family
TJ Max, Marianne, 579
AT&T
Sangría, HH beer
Print, SM, magazines
“Affordable Fashion”
Trails, shopping centers
Feria para la Nueva Mamá
(annual)
Marien
CB Hair Studio
Stylist
$26,000
27 years
Manatí
Married
Pregnant
New baby
Baby Gap, BabyRUs
Claro
Water, Juice
Print, mags, web
“All you need for your baby”
Events, shopping centers
GFRMedia
WomenMarketingPersonas

21. Women Leaders
(weekly)
Naíma
Freelance
Producer
$45,000
35 years
Santurce
Single
No kids
Social contribution
Valija Gitana, AE
AT&T
Wine, rum, beer
Web, mobile, SM
“Do it”
Events, OOH, content mkgt
íN Style
(daily)
Mayra
Puerto Rico Supplies
Senior Accountant
$51,000
40 years
Toa Baja
Divorced
No kids
Happiness & success
Marshall, Zara
AT&T
Cocktails, wine, craft beer
Print, billboard, mag
“Because I deserve it”
Events, shopping center
OOD & Shop.pr
(daily & weekly)
Liliane
Dpto de Educación
Clerk
$24,000
47 years
Levittown
Divorced
Two young adults
Family and friends
TJ Max, Marianne
Claro
Sangría, HHBeer
Web, SM, print
“Enjoy on a budget”
Prints ads, flyers, e-mail
Video Burbu
(daily)
Vanessa
Acrílicas by Vanessa
Nail Technician
$19,000
25 años
Vega Baja
Married
One kid
Family
579, Kress
T-Mobile
Gasolina, HHBeer
Radio, web, SM
“Enjoy on a budget”
Trails, OOH, events
GFRMedia
WomenMarketingPersonas

22. { Magacín }
—10 FP/FC—
—1 Promo Mag—
{ El Nuevo Día }
—2 Por Dentro | FP/FC—
{ Primera Hora }
—2 Miércoles de Mujer | Small T Ad—
—2 Lola | FP/FC—
{ Índice }
—2 Women Leaders | FP/FC—
Print
{ magacin.com }
—970x90 Display Ad, 100k impressions—
{ Facebook Magacín }
—4 Sponsored Posts—
{ Magacín }
—1 e-mail blast—
{ GFR Media Network }
—300 x 250 RON, 1m impressions—
(Targeted towards Lavish Spenders or Soccer Moms)
—Overlay RON, 100k impressions—
(Targeted towards Lavish Spenders or Soccer Moms)
{ endi.com }
—320 x 50 mobile Ad | Estilos de Vida,
500k impressions—
Digital
Investment: $50K Multipack
Rate card: $144,414.64 / 65.4%

23. { Magacín }
—5 FP/FC—
— ½ Promo Mag—
{ El Nuevo Día }
—1 Por Dentro | FP/FC—
{ Primera Hora }
—1 Miércoles de Mujer | Small T Ad—
—1 Lola | FP/FC—
{ Índice }
—1 Women Leaders | FP/FC—
(Monday)
Print
{ magacin.com }
—970x90 Display Ad, 50k impressions—
{ Facebook Magacín }
—3 Sponsored Posts—
{ Magacín }
—1 e-mail blast—
{ GFR Media Network }
—300 x 250 RON, 500k impressions—
(Targeted towards Lavish Spenders or Soccer Moms)
—Overlay RON, 50k impressions—
(Targeted towards Lavish Spenders or Soccer Moms)
{ endi.com }
—320 x 50 mobile Ad | Estilos de Vida,
250k impressions—
Digital
Investment: $30K Multipack
Rate card: $72,707.32 / 58.7%

24. { Magacín }
—2 FP/FC—
{ El Nuevo Día }
— ½ Por Dentro | HP/FC—
{ Primera Hora }
—1 Miércoles de Mujer | Small T Ad—
—1 Lola | FP/FC—
{ Índice }
—1 Women Leaders | FP/FC—
(Monday)
Print
{ magacin.com }
—970x90 Display Ad, 25k impressions—
{ Facebook Magacín }
—2 Sponsored Posts—
{ Magacín }
—1 e-mail blast—
{ GFR Media Network }
—300 x 250 RON, 250k impressions—
(Targeted towards Lavish Spenders or Soccer Moms)
—Overlay RON, 25k impressions—
(Targeted towards Lavish Spenders or Soccer Moms)
{ endi.com }
—320 x 50 mobile Ad | Estilos de Vida,
100k impressions—
Digital
Investment: $15K Multipack
Rate card: $33,927.48 / 55.8%

25. { Magacín }
—1 FP/FC—
{ El Nuevo Día }
— ½ Por Dentro | HP/FC—
{ Primera Hora }
—1 Miércoles de Mujer | Small T Ad—
— ½ Lola | HP/FC—
{ Índice }
— ½ Women Leaders | HP/FC—
(Monday)
Print
{ magacin.com }
—970x90 Display Ad, 25k impressions—
{ Facebook Magacín }
—1 Sponsored Posts—
{ Magacín }
—1 e-mail blast—
{ GFR Media Network }
—300 x 250 RON, 100k impressions—
(Targeted towards Lavish Spenders or Soccer Moms)
—Overlay RON, 10k impressions—
(Targeted towards Lavish Spenders or Soccer Moms)
{ endi.com }
—320 x 50 mobile Ad | Estilos de Vida,
50k impressions—
Digital
Investment: $10K Multipack
Rate card: $19,829.74 / 49.6%