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WAN-IFRA XMA Cross Media Awards 2010 |
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Company: Kisalfold Kiadó BT |
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Project name: Cookbook series, gastronomy magazine |
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General information about the publication |
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The Lapcom Ltd, owned by the British Daily Mail & General Trust is issuing two regional daily papers in Hungary. Kisalföld is a regional daily paper with the highest sales of Hungary. Its issuing field is Győr-Moson-Sopron county; the north-west part of the country. The 70 thousand copies of Kisalföld sold daily are read by 280 thousand. While the Hungarian regional papers have lost almost ten percent of their copies on average last year, the yearly reduction at Kisalföld is 3, 5 percent. On the south border of Hungary, with Szeged in the centre, the 46 thousand copies of Délmagyarország sold daily are read by 182 thousand. The paper issued in Csongrád county is the daily paper with the longest history in Hungary. Its editing principles are similar to the principles of Kisalföld, the two editorial offices cooperate in strategic matters. |
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Entry description |
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In the previous four years, considering the readers’ contents, we reached the most specific business success in the filed of gastronomy. In 2006, we announced a readers’ recipe competition built on traditions after very successful readers’ cake-baking competitions. We received more thousands of recipes, which made it possible to publish our own cookbooks and not to deal with gastronomy only in the women-section of the daily paper. This business was so successful that till 2010 seven different Kisalföld-, and four different Délmagyarország cookbooks were published. Altogether 112 thousand issues were bought at the two publishers, which meant 800 thousand euro income. This success gave a base to be able to introduce the 32-page, colourful, quality Gastro magazine -published every two weeks- in 2010, as parts of our papers. Parallel with this we launched a gastroblog in our online publications. All this gave a full service not only to the readers, but also to our business partners, who were given new issuing forms, which are built on each other. |
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The basic idea of your cross-media local project |
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After Kisalföld announced a recipe competition for the readers, we made contracts with the master chefs of the highest quality restaurants of Győr to judge the incoming recipes and to prepare the best ones. The restaurants are in business relationship with us, they were our advertisers; therefore they were happy with the new type of publishing forms.
The meals prepared in the restaurants were snapped by our photo-reporters and together with the photos of the readers sending the recipes were put in the cookbooks, edited and issued by us. In the previous four years we issued seven different books in our cookbook series at Kisalföld.
The editing of the first five books was similar; we grouped the recipes sent in by the readers: grill meals, sweets, etc. The books were bought only in the region of Győr-Moson-Sopron county in high sales. From the first volume of the Kisalföld more than 20 thousand issues were bought, the total sale reached 78 thousand. (In our publishing field approximately hundred thousand families live.) The Délmagyarország has issued four cookbooks so far, and it sold 34 thousand issues.
The sixth volume was prepared according to a new editing principle at Kisalföld. In our print and online publications we published an invitation for our readers: they could vote and they could make suggestions regarding the best hundred restaurants of the region. We visited the restaurants with a new type of business offer: they could introduce themselves on a pair of pages with a short description of the restaurant, with some photos and with the recipes of the best meals and with their photos in our new cookbook. This new type of offer was very successful, thank to the many cooperating restaurants and it also became popular with the readers.
A similar nice business success was gained by our newest cookbook showing fish and game meals, wines and palinka. In this case we cooperated with the region’s hunting companies and fishing clubs. They could introduce themselves briefly; they could show the recipes of their special meals. Also our country’s outstanding palinka-furnaces and wine-makers could offer their drinks after meals in this cookbook, which also meant great business success.
The volumes of the cookbook–series are also available in the web-shop of Kisalföld.
Based on the success of the cookbooks and on the demands of our readers, from January 2010 our daily papers, Kisalföld and Délmagyarország are published with a colourful, quality 32-page gastro magazine, which is issued in every two weeks. The gastro magazines are laced in our papers in every two weeks, varying it with a similar quality cross-word puzzle-comics magazine.
With this project, not only we could keep our old partners, but also we were able to get new ones. |
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Used media channels |
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The implementation |
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The project has started with publishing cookbooks. In the second phase, from April 2009 until December 2009 we published gastronomy pages as parts of daily supplements in our papers. With this once a week the backbone of our 4-page daily supplement was given by gastronomy as well. Finally, from this January we launched a new, 32-page quality Gastro magazine.
From the beginning, the driver of this project is the supplement editorial, which has improved together with this project. From April 2009 common central supplement editorial is serving both dailies.
The cookbooks were promoted in our papers and online editions. The Gastro magazine is part of our papers as well. The gastro blog is one of the most successful parts of our website. All channels are used by our business partners.
The daily paper, the cookbooks, the gastro magazine and the online publication are built on each other, they complement each other and they meet the newest demands.
E.g. in our print and online publications we published an invitation for our readers: they could vote and they could make suggestions regarding the best hundred restaurants of the region.
Certain elements of the gastro magazine are also issued in our online publication. Thus for instance one of the most successful, most commented blogs is the restaurant criticism. |
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Image(s) |
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Links |
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http://www.kisalfold.hu
http://www.delmagyar.hu
http://husegprogram.kisalfold.hu/katalogus/konyv-u ...
http://www.kisalfold.hu/blog/nagy_zabalok/
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Results of the local project implementation |
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The Hungarian Gastronomy Association acknowledged the cookbook-series of the Kisalföld as the best publication popularizing the Hungarian cuisine with a prize.
In Hungary the other county daily paper publishers took the idea, almost without exception in the 18 counties they announced the readers’ recipe competition and they issued cookbooks.
From the cookbook-series from its first publication, considering the reprints 112 thousand issues were sold at our two publishers.
The Kisalföld-Délmagyarország cookbooks’ reader-keeping power is invaluable, such as the reader-keeping power of the gastro-magazine. Kisalföld reached a unique result in the number of issues: the 3.5 percent yearly issue reduction is at present the lowest on the market of the regional Hungarian daily papers. We are able to serve our readers and our business partners while we can keep our copies.
Cookbooks summary
At Kisalföld newspaper
1st. cookbook 20.000 sold copies
2nd. cookbook 17.000 sold copies
3rd. cookbook 15.000 sold copies
4th. cookbook 10.000 sold copies
5th. cookbook 7.000 sold copies
6th. cookbook 4.500 sold copies
7th. cookbook 4.500 sold copies
At Délmagyarország newspaper
1st. cookbook 10.000 sold copies
2nd. cookbook 10.000 sold copies
3rd. cookbook 8.000 sold copies
4th. cookbook 6.000 sold copies
Altogether: 112.000 copies
Income: 800.000 Euro
Partners of 6th. Book (Kisalföld)
58 restaurants
2 coffee houses
1 vintage
Partners of 7th. Book (Kisalföld)
County Hunter Chambers
9 Hunting companies
2 Fishing clubs
6 Restaurants
1 Pálnka factory
7 famuos winery of Hungary
Sold copies of Kisalföld
05. 2009. 72.500
05. 2010. 70.000
UV www.kisalfold.hu
05. 2009. 31.500
05. 2010. 43.300 |
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