fipp.com December 2007 | Magazine World | 39
Association Profile
Czech Rebublic
CZECH MATE
Unie vydavatelu – the Czech Publishers Association
(CPA) – was on hand to help cultivate the wild
development of the media domain after the Velvet
Revolution in 1989 and remains a key support now
that Czechs are living in a stable but competitive
democracy, writes Tomas Böhm
F
ounded in 1990, CPA is the on magazines.
only representative body CPA also takes an active role in The CPA has the following aims:
for Czech print and internet the advertising arena, participating
publishers. It unites all in the international EFFIE awards
• To create conditions for free publishing
of the national and regional daily for most effi cient advertising activities either for print or online
newspaper publishers, as well as the campaigns, which focuses on the
majority of magazine publishers. whole media world, not just print.
• To support and guard free speech
CPA has 42 members – 34 The internationally renowned
• To guard the professional and
print publishers and eight digital. competiton, organised by the
commercial interests of publishers
Together, they publish more than Association of Communication
200 periodical titles and 110 Agencies and Union of Publishers,
• To support and further increase the
online products. has highlighted some extremely
development of print advertising
But although CPA is the national effective domestic campaigns.
• To create equal conditions for
linchpin of the Czech publishing In 2006, the Proximity Prague print distribution
industry, it is its advances in the campaign (promoting a fund for
global arena and its increasing children in need), scooped up the
• To support copyright principles
adoption of international standards EFFIE for Social, Ecological and
• To actively participate in readership
that is driving the market. Culture Marketing.
surveys and circulation audits
CPA has forged strong In the wider, political arena, CPA
international connections and is has been involved in contributing to
• To initialise and actively promote print
either a member of all the major several European Union Directives
advertising efficiency surveys
international publisher associations and, by actively lobbying the Czech
• To provide relevant information to
or cooperates closely with them. For Parliament and Senate, it has gained members through its website and
example, CPA is a member of the widespread respect.
e-newsletter
World Association of Newspapers, As far as events are concerned,
FIPP, the European Newspaper each year the magazine division
Publishers Association and the organises the Magazine of the Year
CPA Structure
European Federation of Magazine competition which is highly rated in
CPA is structured as a federal
Publishers. Furthermore, CPA the Czech magazine industry.
association with three divisions:
CPA has 42 members which,
dailies; magazines; and online
is also an active member of the The pace is not expected to
between them, publish 200 titles and
publishers. Each has its own
International Federation of Audit
110 online products
abate and several new initiatives
executive committee, which runs the
Bureaux of Circulation (IFABC) are planned and in preparation.
divisions on independent budgets.
through its majority shareholding stringent international standards The magazine division, for
Providing invaluable support is the
in ABC CR. and methodology. example, is planning to carry out
CPA’s non-executive Research and
Like its international peers, CPA Polling 30,000 Czechs each year an imminent survey on magazine
Market Analysis Committee, which
recognises the importance of audits – 7,500 per quarter – the survey advertising effectiveness. serves the CPA Management Board
and general accountability. To this has come up with some interesting CPA is clearly taking the initiative
and the Boards of each division with
end, the association launched fi ndings. For example, it has and providing much-needed support
market studies and opinions on
proposed changes in readership and
Mediaprojekt, alongside the Czech revealed an increase in readership and guidance for an evolving industry
circulation surveys.
Association of Communication per copy, with the ratio rising from now very much part of the competitive,
Agencies (AKA), to further develop 2.77 readers/copy in 2005 to 3.22 international magazine arena.
In addition, CPA hosts a variety
readership surveys. Mediaprojekt readers/copy in 2006.
of ad-hoc working groups
entered its second consecutive The fi ndings have played an Tomas Böhm is president of
and committees, which tackle a
diverse range of publishing and
year in 2007 and provides important part in persuading CPA and can be reached at
development issues.
quarterly surveys adhering to advertisers to spend more tomas.bohm@yahoo.com
pp38-39 Czech_v1r.indd Sec1:39 20/11/07 14:10:00
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