Final Word from Thursday, May 21, 2009

Publisher Mort Zuckerman told the Financial Times that the "print publishing business" is an oxymoron, because it's no longer a business. It's advertiser-driven, he said, and advertisers have driven elsewhere. The CR's leading business paper, HN, has reacted to the new environment by launching a new format. It's full of color and big headlines. Karel Hvížďala of Z1 is bewildered: Why go down-market, when HN's readership is rising? Top Czech businesspeople read only in English and online, he said, so HN should be targeting middle and upper managers who need tight information and analysis. But do they really, HN seems to be asking? Its new format is similar to that of USA Today, which is quite successful in targeting business travelers. HN is betting that most Czech businesspeople are actually quite casual in their reading habits. It's not very flattering, but it's probably right on the money.[Czech Republic television Hospodářské noviny Economia]

Glossary of difficult words

CR Today - a play on "USA Today"; (yes, we know that MFD newspaper is MF Today);

oxymoron - a figure of speech in which apparently contradictory terms appear in conjunction;

HN - Hospodářské noviny; 

Z1 - see the program "Z titulní strany" from May 19; 

bewildered - perplexed or confused; 

down-market - toward or relating to the cheaper or less prestigious sector of the market; 

casual - relaxed and unconcerned; 

on the money - accurate, correct.


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