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1 NY

An ING Special Advertising Section for

PUERTO RICO Investment News Group

NY NY

Special Advertising Section for

The Proposal

PR PR

Explore BeyondExplore theBeyond Shore the Shore Investment News Group


2 NY

An ING Special Advertising Section for

PUERTO RICO

NY

PR Why Puerto Rico? Because Puerto Rico needs to send a clear and strong message on what has to offer and let the potential US visitor know that there is plenty more to this island than fantastic beaches and sun.

Why Now? Because the US tourism market is in a moment of change now that is coming out of the crisis and Puerto Rico needs to take advantage of its unique characteristics, localization and relationship to the US to make the most of it and attract visitors that are otherwise spoilt with choice.

Why The New Yorker? Because the Tri-State area and New York are the most important single market for Puerto Rico and The New Yorker is the best possible media to target this market.

Explore Beyond the Shore Investment News Group


3 NY

An ING Special Advertising Section for

PUERTO RICO

INTRODUCTION Puerto Rico offers much more than beautiful beaches and all year round sun. The un-spoilt islands of Vieques and Culebra, the opulence of a rich Spanish colonial past, amazing nature, first class convention and business facilities, and a diverse gastronomy -not to mention some of the world’s best rums- have seduced New Yorkers for decades. All of these factors, together with the warmth of its people, help to make Puerto Rico, La Isla del Encanto, one of the top destinations for the American traveler and the Tri-State holidaymaker, who keep coming back for more. The Tri-State area (New York, New Jersey, and Connecticut) has, for a considerable time, been Puerto Rico’s “bread-and-butter” tourism market. Recently, the global recession, and its impact on the Tri-State area, has been a source of concern to many in the Puerto Rican tourism sector, as the number of those taking holidays in the Caribbean has declined. That said, Puerto Rico remains uniquely positioned to take advantage of a rebound; extraordinarily well connected by numerous daily flights, the islands are just a short plane trip from any of New York’s airports, and with no need for a passport or currency exchange, Puerto Rico is easily the best option for a Caribbean break. Each week, The New Yorker sets the agenda for what everyone will be talking about - from news-breaking global business and political stories to reporting on international destinations. The New Yorker delivers information and analysis that make it a must-read for decision makers throughout the country and affluent New Yorkers and residents in the Tri-State area. With 58% of millionaire readers, more than a third of The New Yorker readers are frequent travelers and over 41% have traveled abroad recently. “NY Puerto Rico” is a special edition travel feature –not a pull out insert- on one of the world’s most enchanting and vibrant destinations. This unique feature will highlight why Puerto Rico, already occupying a place in the heart of so many New Yorkers, deserves the attention of the high-profile readership of the New Yorker. Read by 4.5 million affluent New Yorker readers, the feature will discuss what Puerto Rico can offer to the discerning traveler and why Puerto Rico should be the destination of choice for our exclusive readership.

Explore Beyond the Shore Investment News Group


4 NY

An ING Special Advertising Section for

PUERTO RICO

THE PREMIERE MAGAZINE FROM THE PUBLISHER OF THE MOST EXCLUSIVE TITLES

“The amazing thing about The New Yorker is that you can go around the world and among a certain group of people, they all read it.” Michael Bloomberg, Mayor of New York City, Business Leader

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5 NY

An ING Special Advertising Section for

PUERTO RICO

Currently published by Condé Nast Publications, one of the most exclusive publishing houses with titles such as Vogue, Vanity Fair or Condé Nast Traveler, The New Yorker is one of the most influential weekly publications in the US and is widely distributed throughout the country although especially read in New York and the Tri-State area. Reputed for its independence –well established after more than 80 years of publication- and own style, is the indispensable reference for New Yorkers and Americans in general in all matters ranging from international affairs to theatre or film critics.

With well over 1 million copies per issue (95% subscriptions), almost half of them are distributed within the New York metropolitan area and out of its 4.5 million readers, almost 60% millionaires, a fifth are C-level executives. The New Yorker reader counts amongst the most frequent international travellers both for business and leisure (a third are frequent travellers and more than 40% have travelled abroad recently). Approximately, half of The New Yorker’s readership concentrates in the Tri-State region, the area in which more than a million Puerto Ricans of first, second or third generation reside, and where Puerto Rican culture occupies a very relevant position. This area is also the origin of more than 50% of North American visitors to Puerto Rico, and although hit by the crisis as every other part of the country, is the one showing fastest signs of recovery. In addition to the printed edition, the digital edition of The New Yorker is one of the most popular and widely visited in the US, registering over 36 million visitors per year. The average reader of The New Yorker is one of the most loyal in the weekly market, highly educated and with an average income well over the American average. Frequent traveller, chic, interested in culture, gastronomy and open to new experiences, our readers –particularly in the North East of the US- are already familiar with and keen on Puerto Rican culture.

Explore Beyond the Shore Investment News Group


6 NY

An ING Special Advertising Section for

PUERTO RICO

FACTS AND FIGURES IN SHORT According to the Audit Bureau of Circulation, The New Yorker has 1,011,821 subscribers in 2009. Subscribers have been increasing at about 6% over the last several years. In contrast to its title. The New Yorker is read nationwide with 53% of its circulation in the top ten U.S. metropolitan areas. According to Mediamark Research Inc., the average age of the New Yorker reader in 2009 is 47 (compared to 48 for news magazine subscribers, and 46 for the nation). The average household income of New Yorker readers in 2009 is $109,877 (the average income for a U.S. household with a subscription to a news magazine is $92,788 and the U.S. average household income is $74,656). Also according the Audit Bureau of Circulation, The New Yorker’s renewal rate (the percentage of subscribers who renew their subscription each year) is 85%--one of the highest reported rates in the industry. Mediamark Research Inc. reports that readers spend, on average, 81 minutes each week reading The New Yorker.

MORE AWARDS THAN ANY OTHER MAGAZINE IN THE WORLD

50 70 65 18 14 5

National Magazine Awards Pulitzer Prizes National Book Awards Overseas Press Club Awards Nobel Prizes Web Awards

2009 WINNER 3 National Magazine Awards “In a changing news environment, The New Yorker is essential reading. The New Yorker proves that journalistic ambition married to literary style makes a powerful case for the written word.” AMERICAN SOCIETY OF MAGAZINE EDITORS MAY 1, 2009

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7 NY

An ING Special Advertising Section for

PUERTO RICO

POWER, WEALTH, INFLUENCE LIKE NO ONE ELSE

4.5 58% 20% 36

million readership of readers are millionaires are in Top Management million Internet visitors per year

Sources: MRI Fall 2008, MMR 2008. Visual Sciences October 2008

AN OBSESSED READERSHIP Circulation Vitality • Highest Renewal Rate in the Industry: 85% • Average Subscription Price: +7% in 5 years to $40.89 • Time Spent Reading: 81 minutes • 5 Rate Base increases in 5 years • Single Copy Sales: +12% Growth Fueled by a New Generation of Readers • Age 18-34 Readership: +47% • Age 35-44 Readership: +99% • Median Age: 46 Source: December 31, 2008 ABC; MRI Fall 2008, 2007

Rate Base

Total Audience reach in top 10 markets: 2,428,000 Percent of Total Circulation: 53.2% New York City, Los Angeles, San Francisco, Chicago, Philadelphia, Dallas-Fort Worth, Houston Boston, Washington DC, Atlanta.

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8 NY

An ING Special Advertising Section for

PUERTO RICO

INTERNATIONAL LEISURE TRAVELERS % COMP.

INDEX

Conde Nast Traveler

48.8

250

Travel + Leisure

45.6

234

The New Yorker

41.6

214

Architectural Digest

39.0

201

Bon Appetit

36.6

188

Gourmet

34.7

178

Forbes

30.3

156

Fortune

29.5

151

Source: MRI Fall 2008; Frequent Business Traveler = 3+domestic business trips in past year or 3+international business trips in past 3 years

FREQUENT HOTEL GUESTS % COMP.

INDEX

Conde Nast Traveler

36.6

254

Travel + Leisure

31.5

219

The New Yorker

25.5

177

Architectural Digest

24.8

172

Bon Appetit

23.3

161

Gourmet

23.2

161

Forbes

22.2

154

Fortune

20.6

143

Source: MRI Fall 2008; in past year

Explore Beyond the Shore Investment News Group


9 NY

An ING Special Advertising Section for

PUERTO RICO

Investment News Group

Investment News Group is the business media division of SML Strategic Media www.smlstrategicmedia.com, a cutting edge communications group specialized in producing investment surveys and high-end economic supplements published in the world’s most influential and prestigious broadsheets and business publications. Through our relationship with the Condé Nast Group, ING counts with a dedicated team of tourism experts devoted to contribute decisively to country branding and marketing efforts in the competitive tourism industry. We firmly believe that communications used strategically have the power to change perceptions, alter behaviour and create value. By managing our client’s reputation, we nurture relationships with their stakeholders. We craft tailor-made powerful solutions to help governments and corporations around the world meet their goals. In a world where audiences are increasingly sceptical of commercial messages, media coverage uniquely provides a level of credibility that others cannot match. At Investment News Group, we excel at matching the right message with the right audience. Our people have access to diverse resources and manage a database of media contacts and editorial calendars. Our proactive monitoring allows us to track media trends, cut through the clutter and deliver our client’s messages to targeted audiences effectively. We have over 30 years experience advising on branding and marketing campaigns for regional and national governments and Fortune 500 companies.

Explore Beyond the Shore Investment News Group


10 NY

An ING Special Advertising Section for

PUERTO RICO

PROPOSAL Junior Page Ad

Price $105,000 USD

Full Page Ad

Price $125,000 USD

Double Page Ad

Price $209,000 USD

4 Pages

Price $225,000 USD

Price $280,000 USD

8 Pages

Price $340,000 USD

6 Pages

The prices offered cover production costs and the payment of the editorial team both on site and at headquarters to write up the report in line with the style of The New Yorker. It also ensures that “NY PR” will reach the hands of the visitors, investors and decision makers that Puerto Rico is looking to attract not only in New York but also in all the most important decision-making centers in the world including Washington, London, Brussels and Tokyo.

ADDITIONAL SERVICES Tailored mailing list We will send a set number of soft copies of the report to stakeholders, introduced by a letter from The New Yorker’s publisher. Global Electronic Distribution Investment News Group will also provide extensive electronic distribution of the report available through targeted mailing. Through these channels, “NY PR”, will reach journalists from around the world. Our promotional features also reach the financial community via Bloomberg, Reuters, Thompson First Call Terminals, and Publishing to on-line databases like Factiva & Lexis Nexis. “NY PR” will be also distributed to political, diplomatic, and business leaders in the European Union.

Explore Beyond the Shore Investment News Group


11 NY

An ING Special Advertising Section for

PUERTO RICO

ADDITIONAL SERVICES Specifically, this report will have access to the desktops of: Multiple tie-ins with American City Business Journals, their 1.1 million subscribers, and their Top 10 Business web site, bizjournals.com. 50,000 European Union business and political leaders 50,000 Middle East business and political leaders Approximately 50,000 terminal recipients of Bloomberg & First Call Thompson Financial PDF File of “NY PR” Investment News Group will provide the PDF file and a number of hard copies of “NY PR” for use in industry fairs, international meetings and conferences communication campaigns, website and to forward to partners, counterparts, stakeholders and potential clients. Online Presence in www.newyorker.com “NY PR” will have an online presence on the The New Yorker website which has a massive 3 million internet visitors per month. newyorker.com is a business website designed for thought leaders seeking new ideas and fresh perspectives from the top journalists in the industry. newyorker.com is the reference website for news, reportage and analysis with video, photography and special interactive features. Possible additional initiatives to further increase impact and drive traffic to website Email blast campaigns can be run through verified email addresses of B2B publications worldwide, building micro sites on the actual websites of these publications and driving traffic towards them.

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NY-PR Proposal