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Key Media Players

The widest media segment

• 6 main nationwide dailies

• MF Dnes, Lidové noviny, Blesk, Sport, Hospodářské noviny, Právo

• Other dailies (tabloids, free distribution)

• Aha!, Metro, E15

• 73 regional dailies

• Vltava Labe Press – Deník ČR

• Approximately 203 magazines (monitored – Media Project)

• 31 weeklies, 18 biweeklies, 22 supplements, 96 monthlies and 36 others

• Approximately 4.712 more unmonitored titles

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Source: MDS, MP 2011

Publishing Houses

MaFra Ringier Axel Springer Bauer Media Sanoma mags

Stratosféra Hubert Burda Media VLP Economia

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Key Media Players – Total Advertising Revenue

2011

1 399 1 388

1 157

500 404

330 324 316 305 278

0

200

400

600

800

1 000

1 200

1 400

1 600

Mil

. C

ZK

Source: Admosphere

Based on the total advertising income, three publishing houses have dominant position on the Czech

market – Ringier Axel Springer, Mafra and VLP.

Hubert Burda Media group has two publishing houses in the top 10 – Burda Praha and Burda Media 2000

(former Hachette Filipacchi 2000), they are controlled by the same management.

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Players on the Ground

1-6/2012

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Amount Spent in CZK mio

Source: Admosphere

Advertiser Spend

Mountfield 213,6

SAZKA 109,6

Hyundai Motor Czech 93,3

E.M.A. Europe 89,4

FORTUNA sázková kancelář

79,7

Lidl Česká republika 78,9

Kaufland Česká republika 77,3

TV PRODUCTS CZ 65,2

ŠKODA AUTO 64,6

Peugeot Česká republika 64,3

Category Spend

Cross-section categories 868,1

Motor-powered vehicles (except of motorcycles), caravans and trailers

763,8

Chemical materials and products

427,5

Pharmaceutical products 420,1

Sport, entertainment and recreational activities

419,4

Financial agencies, except insurance and retirement financing

264,2

Game rooms, casinos and betting agencies

217,0

Computers, electronic and optical instruments and devices

205,3

Nonmetallic mineral products 185,7

Clothes 181,6

Hlavní trendy na tiskovém trhu

• dlouhodobý pokles prodaného nákladu

Zdroj: ABC ČR

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Hlavní trendy na tiskovém trhu

Změny na trhu časopisů

• konsolidace tiskových vydavatelství

Formáty

• nárůst poptávky po menších inzertních formátech,

atypech

Tablets & smart phones

• elektronické verze titulů, aplikace

Populárně-naučné tituly

• Extra Publishing/Tajemství vesmíru, Bauer Media/Svět

objevů, RF Hobby/Svět na dlani …

Snaha o zvyšování atraktivity titulů

• slevové kupóny, speciální nákupní akce (Dny Marianne, kupóny v Ona DNES,

Stratosféra VIP nákupy)

• vznik nových příloh, speciálů… (MaFra, Reflex, Instinkt, Týden…)

Hlavní trendy na tiskovém trhu

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Trading Conditions

Cost benchmark: official price list (modified about 2 times per year)

Key negotiation tool: Agency & advertiser volume, share of budget per

publishing house, seasonality, formats of advertisement, last minute offers

Commitment deadline: 1- 4 weeks in advance (differences among magazines

and dailies)

Planning of the campaigns: Print campaigns are booked for fixed placement

(advertising or editorial space), plus a pre-arranged number of free

advertisements or PR articles

Clients contract: Ad hoc deals (usually non-written forms)

Trends: Improvement in client conditions due to economic crisis (increased

discounts, number of free pages, PR articles and other benefits)

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Print Advertising & the Law

Products that may not advertise

• Tobacco products

• Prescription pharmaceuticals (B2B allowed only)

• Guns (B2B allowed only)

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Special Executions

Atypical advertising

• Inserts, tufting, sampling, special colours (e.g. „5th colour“), contents strip,

advertorials, unfolding V-gate covers, special section sponsorship, product

placement, front-page advertising, and so on…

Media relations

• PR, press conferences/press releases, sponsorship, direct mail, etc…

Partnerships

• Commercial, social, sports, cultural

• Editorial section or issue partnership

• Position: exclusive partner, general, title, ordinary

Competitions and Promotions

• Consumer´s, publisher´s

Barter

• Ad space on products

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Newspaper

Insights

Players on the Ground

1-6/2012

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Amount Spent in CZK mio

Source: Admosphere

Advertiser Spend

Mountfield 185,7

SAZKA 108,1

Kaufland Česká republika

77,2

FORTUNA sázková kancelář

76,5

Lidl Česká republika 74,5

E.M.A. Europe 66,0

Hyundai Motor Czech 53,6

CORFIX DISTRIBUTION 53,3

Penny Market 48,9

Tipsport 38,7

Category Spend

Cross-section categories 598,7

Motor-powered vehicles (except of motorcycles), caravans and trailers

347,2

Sport, entertainment and recreational activities

244,8

Game rooms, casinos and betting agencies

212,5

Organizations associating persons for purpose of enforcing common interests

112,2

Travel agencies, offices and other booking and related activities

93,5

Financial agencies, except insurance and retirement financing

87,9

Pharmaceutical products 85,1

Projects and project activities 80,9

Television and radio programs and broadcasting

78,2

Top 5 Dailies by Readership

0%2%4%6%8%

10%12%14%16% AA 15+

15

0%2%4%6%8%

10%12%14%16% M 15+

0%

2%

4%

6%

8%

10%

12%

14%

16% W 15+

Source: Median, Media Projekt Q1-Q2 2012

Magazines

Insights

Players on the Ground 1-6/2012

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Category Category Spend

Chemical materials and products

416,7

Motor-powered vehicles (except of motorcycles), caravans and trailers

416,6

Pharmaceutical products

335,1

Cross-section categories 269,4

Financial agencies, except insurance and retirement financing

176,4

Sport, entertainment and recreational activities

174,6

Computers, electronic and optical instruments and devices

161,5

Clothes 157,0

Food products 142,1

Electrical devices 129,9

Advertiser Spend

TV PRODUCTS CZ 65,2

L'oréal Česká republika 57,6

Simply You Pharmaceuticals

47,4

FORD MOTOR COMPANY

44,2

Československá obchodní banka

41,4

Komerční banka 40,1

Hyundai Motor Czech 39,6

UNILEVER ČR 37,4

Studio Moderna 33,6

Import Volkswagen Group

33,0

Source: Admosphere

Amount Spent in CZK mio

Top 5 Weeklies by Readership

0%

5%

10%

15% AA 15+

18

0%

5%

10%

15% W 15+

0%

5%

10%

15% M 15+

Source: Median, Media Projekt Q1-Q2 2012

Top 5 Supplements by Readership

19

0%

4%

8%

12%

16%

20% M 15+

0%

4%

8%

12%

16%

20% W 15+

0%

4%

8%

12%

16%

20% AA 15+

Source: Median, Media Projekt Q1-Q2 2012

Top 5 Bi-weeklies by Readership

0%

2%

4%

6%

8%

10% AA 15+

20

0%

2%

4%

6%

8%

10% M 15+

0%

2%

4%

6%

8%

10%W 15+

Source: Median, Media Projekt Q1-Q2 2012

Top 5 Monthlies by Readership

21

0%

2%

4%

6%

8%

10%

12% M 15+

0%

2%

4%

6%

8%

10%

12% W 15+

0%

2%

4%

6%

8%

10%

12% AA 15+

Source: Median, Media Projekt Q1-Q2 2012