El decano de los periódicos.
Author | Sagaris, Lake |
Position | 'El Mercurio', peri |
SANTIAGO--Aunque el influyente periodico chileno El Mercurio no está a la
cabeza en circulación, gana más dólares por concepto de publicidad que
cualquier otro medio del país. Entro los periódicos, la participación de
mercado de El Mercurio es del 61,8%, según Megatime, compañía de Investigación
del mercado, frente al 14,28% de su competidor más cercano, La Tercera.
Megatime calcula que los ingresos por concepto de publicidad de enero a
noviembre de 1996 fueron de unos US$270 millones; su rival más cercano, el
Canal 13, ingresó US$181 millones. Pero estos cálculos no incluyen descuentos
y otras reducciones. En todo caso, estas cifras indican que los ingresos de
publicidad de El Mercurio subieron el 15% en 19% con respecto a 1995.
La circulación de El Mercurio se calcula en 70.000 ejemplares los días
laborables, y en 220.000 los domingos. Para el éxito de El Mercurio no es
vital cuántos son sus lectores, sino quiénes son: las élites empresariales y
políticas de Chile. Según un estudio de Search, otra firma de investigación
del mercado, el 61% de los lectores del grupo socioeconómico superior prefiero
leer El Mercurio los días laborables, mientras el 82% lee el periódico
dominical, que tiene reportajes especiales sobre asuntos nacionales.
Entre los principales anunciantes de El Mercurio están tiendas de lujo como
Falabella, Ripley y Almacenes París, al igual que los supermercados de
informática Tecnópolis y PC Point, y las tiendas de artículos suntuosos Easy y
...To continue reading
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