BPA to Verify Costa Rica's Growing Periodicals Market

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BPA International struck a deal with Costa Rica's Instituto Nacional de la Publicidad, or INPUB, via its Camara de Control de Mediciones arm to offer circulation-auditing services to that country's newspapers and consumer and business-to-business magazines.


The exclusive cooperative venture entitles INPUB to act as the sole agent offering sales and marketing services as well as attracting circulation-auditing contracts for servicing by BPA, Shelton, CT.


"Costa Rica's INPUB is looking to help its members better serve local advertisers through standardized circulation auditing and also attract more international advertising, as well as cross-country advertising within Central America," said Karlene Lukovitz, vice president of communications at BPA.


Launched in 2000, INPUB comprises ad agencies, advertisers, publishers and firms in printing, production, public relations, outdoor media and direct marketing.


Costa Rica has more than 100 newspapers, consumer magazines and BTB titles in an annual advertising market valued around $42 million. The data is for 2002, the latest available year.


Leading international advertisers in publications available in Costa Rica include United Airlines, Citibank, FedEx, DHL, Suzuki and Chevrolet.


Among the largest Central American periodicals sold in Costa Rica are women's magazine Perfil and two cooking titles, Sabores and Fem Cocina. Business titles include Summa and Estrategia Y Negocios, the first title being audited in Costa Rica by BPA. Key newspapers in that market include La Nacion, La Republica and Extra.


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