Cross Border Publishing in Central and Eastern Europe

György Szabó

CEO

Sanoma Budapest Publishing House, Hungary

Thesis

The developed CEE countries’ media markets are dominated by foreign players

This is the main reason why cross border publishing is relevant in the region

Potential of cross border publishing is not fully utilised

The presentation aims to open new approaches regarding cross border publishing

Dimensions of cross border publishing

WHAT HOW GEOGRAPHICAL CULTURAL TIME

The WHAT dimension

WHAT: magazine brands with minimal adaptation magazines with strong adaptation to the local

market magazine brand related products magazine concepts ideas

The HOW dimension

HOW: publishing know how organization

The transfer pyramid

HOW

WHAT

organization

publishing know how

ideas

concepts

products

mags with strong adaptation

mags with weak adaptation

The GEOGRAPHICAL dimension

Transfer of products and know how can be analysed in

European geographical dimensions and worldwide dimensions

The European GEOGRAPHICAL dimension

The European GEOGRAPHICAL dimension

The European GEOGRAPHICAL dimension

The worldwide GEOGRAPHICAL dimension

The CULTURAL dimension

Different CEE consumers have different media consumption habits

Experiences could be gained from markets which show certain cultural similarities or consumer habits

Not only within CEE but all over Europe

The CULTURAL dimension: Hungary’s case

The TIME Dimension

We think in present time only But the CEE countries’ present

development level is more close to that of Western European countries some decades ago

Experiences from the pást?

The TIME Dimension

1970 ?1980 ?1990 ?present ?

The transfer pyramid for Sanoma Budapest

HOW

WHAT

organization

publishing know how

ideas

concepts

products

mags with strong adaptation

mags with weak adaptation