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Metro stakes claim on the U.S. Hispanic market

By Sebastian Morales

Metro World News

Mexico City, Mexico

During the last 20 years, Metro International has become the market leader in all 11 Latin American countries where it has operations. With print editions and a varied digital portfolio, Metro International has become one of the most relevant media companies in the region.

Based on constant innovation that includes finding new audiences and always looking to deliver the best quality news and information to users, we recently launched www.metroworldnews.com, a dedicated platform for the large Hispanic population living in the United States.

Finding a new audience

The rollout follows the same strategy Metro used in 1995 when we moved into Stockholm, Sweden. Then, as now, we disrupted the media industry by finding an untapped audience. Using a free newspaper they could read on the subway on their way to work, Metro found a huge reach.

Today, facing the challenges of the COVID-19 pandemic, Metro identified a new opportunity in the strong growth of traffic in the United States. A new audience of more than five million Hispanics was looking for content in Spanish — searching for articles written by Hispanics and for Hispanics, allowing them to actively engage with the content.

Metro, with disruptive strategies deeply in our DNA, took the challenge and is reaching and boosting that audience with the new platform. We are connecting with Latinas and Latinos all over the United States, based on their values, symbols, motivations, and information needs. This helps readers keep their connection with their roots and origins, which is the main objective of the new product. Metro strives to make this platform the bridge between Latinos living in the United States and their traditions and heritage.

Focus on Latinos’ information needs

All content on this platform is 100% created by Latin Americans. This allows Metro World News to take advantage of our expertise gained through more than 20 years of gathering data about Latinos’ tastes, preferences, and interests. We understand their culture, traditions, and roots, which are the same as those shared by more than 60 million Latinos living in the United States. This is the main advantage our new platform has, and it will help us establish ourselves as market leaders.

With text, image, and video content distributed on our Web site and social media, we are looking to attract established Latin communities in six states: California, Texas, Arizona, Florida, Illinois, and New York. The content is providing readers with the most relevant information every day, providing a service to our audience they can’t find anywhere else, and also going deep on subjects that are relevant to U.S. Hispanics — like family relationships, food, and lifestyle.

The goal of Metro is to establish itself, in a short period of time, as one of the most relevant players in the U.S. Spanish media market, based on our audience knowledge and data-based content creation.

About Sebastian Morales

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