1. Cross Border Publishing in Central and Eastern Europe György Szabó CEO Sanoma Budapest Publishing House, Hungary

2. 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

3. Dimensions of cross border publishing WHAT HOW GEOGRAPHICAL CULTURAL TIME

4. The WHAT dimension WHAT: magazine brands with minimal adaptation magazines with strong adaptation to the local market magazine brand related products magazine concepts ideas

5. The HOW dimension HOW: publishing know how organization

6. The transfer pyramid HOW WHAT organization publishing know how ideas concepts products mags with strong adaptation mags with weak adaptation

7. The GEOGRAPHICAL dimension Transfer of products and know how can be analysed in European geographical dimensions and worldwide dimensions

8. The European GEOGRAPHICAL dimension

11. The worldwide GEOGRAPHICAL dimension

12. 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

13. The CULTURAL dimension: Hungary’s case

14. 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?

15. The TIME Dimension 1970 ? 1980 ? 1990 ? present ?

16. The transfer pyramid for Sanoma Budapest HOW WHAT organization publishing know how ideas concepts products mags with strong adaptation mags with weak adaptation