Regional Publishing International 46
HUNGARY
Slow but significant changes
(PLT, owned by the Westdeutsche Allge-
meine Zeitung), launched Budapesti 7 Nap
(B7N), a free tabloid-format weekly magazine
in the capital and the suburbs. PLT publishes
the most popular economic weekly in Hun-
gary, Hvg (circulation: 88,100), in addition
to some regional daily papers in the western
counties of the country. B7N is positioned
as a ‘family magazine,’ and has different edi-
tions in the various districts of Budapest. The
paper − with a circulation of 750,000 copies
− has to compete with the long-time leader
The magazine sector’s small success could of the sector, a slightly more politically fo-
help the overall print industry to keep its cused Helyi Téma, which also offers regional
reputation, after years of pessimism. versions for all districts and was totally re-
designed just after the B7N launch. Budapesti
Piac (circulation: 851,430), the biggest free
Aside from the massive decline in readership for a reported HUF 1.2 billion (€ 4.8 mil- classified ad magazine, is also competing in
of the various national dailies − thanks to the lion). This transaction might pump some this arena, as are a number of small titles pub-
slow but steady increase in Internet penetra- new energy into the one-time market leader lished by various local authorities and media
tion − the Hungarian print sector in general that has lately been performing poorly. As a entrepreneurs.
is doing okay. It seems that magazines may first step, Pesti Est got a new design: Both the Budapesti Piac also launched a free in-maga-
have a brighter future, as celebrity weeklies layout and the content have been redesigned zine TV guide in September, and according
and women’s magazines showed a significant according to an orthodox magazine format. to some sources,
Econet.hu is planning to
increase in readership last year. The redesign might inspire Pesti Est’s biggest step into the market shortly.
The magazine sector’s small success could competitor, the Sanoma-owned and rather All of these market movements will probably
help the overall print industry keep its repu- content-focused Exit (circulation: 101,498) stir up not only the free magazine market but
tation, after years of pessimism. Although to boost its appearance as well. It will be a also that of paid TV guides, which has tra-
print media have long been the second biggest big challenge for the third player in the free ditionally been ruled by two multinational
advertising sector, after television, in a mar- program guide market, Flyerz (owned by Free publishing giants, Sanoma and Axel Springer,
ket that is worth HUF 176.3 billion (€ 705.2 Impressum), to appeal more effectively to a both of which are represented with strong
million) altogether, well ahead of outdoor, younger audience. titles on the area.
Internet and radio advertising (estimated by Peter Szigeti
the Hungarian Advertising Association), the In a new development, a struggle between
future doesn’t look so bright. the free weeklies of Budapest escalated at the Sources: Hungarian Association of Audit of Circulation,
In 2007, there has been a healthy number of end of this summer. Pannon Lapok Társasága Print Flash Report, 2007. Q2.
new magazine launches in Hungary. Sanoma
Publishing introduced the international title
Marie Claire to Hungarian readers in May, Ad Spend by Hungarian Media Sectors, 2006
while Marquard Media launched its local Share* Value in HUF** Value in ¤***
challenger, Éva, in March. Furthermore, in Television 40.8 72 288
July Axel Springer released Terefere, a weekly Print 36.6 64.6 258.4
paper with a rather interesting celebrity con- Outdoor 10.8 19 76
tent and crossword puzzles. Radio 5.7 10.1 40.4
Additionally, in March 2007, the iconic Internet 5.5 9.7 38.8
15-year-old free TV program guide, Pesti Est Cinema 0.5 0.9 3.6
(circulation: 129,468)* was bought by Econet. 100 176.3 705.2
hu, a fast-growing, online-focused company, *%, **billion HUF, ***million ¤
AAU07_2722_Inhalt.indd 46U07_2722_Inhalt.indd 46 008.11.2007 13:51:33 Uhr8.11.2007 13:51:33 Uhr
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