While we continue to believe that print media is on its way out, there are always fresh surprises lying in wait, such as flagship daily Népszabadság‘s recent decision to launch a Sunday edition. And while the most successful print publications on the foreign-language market are increasingly those that are free, low cost and happy to pander to advertisers and their paid “advertorials,” the latest entry to the market refuses to be any of those things. The new glossy quarterly is known as “Coach,” probably an allusion to the Hungarian word “kocsi” from which the English mode of transport is derived, and retails at an eye-watering Ft 3,900 (€14.12 even at today’s exchange rate). And to date, there is not even a trace of it on the Net, so you will have to make do with the rather sketchy details on media portal Kreatív Online until you stumble across a copy.
The mag, currently distributed via direct sales, aimed at rich foreigners visiting the country, pledges to highlight Hungarian culture by introducing influential Hungarian personalities, director Gábor Bakati told . He added that the target audience included foreigners living in Hungary and Hungarians living abroad who would like to learn more about the country than is currently offered by English-language print media. The first issue does not include any advertising, but Bakati said a limited number of top-quality ads fitting both the content and the spirit of the magazine or individual issues will be accepted in later issues.
The resources for publishing the magazine are offered by an unnamed investor dedicated to Hungarian culture. A return on the investment is expected within four years.