Hungary evening press: Az Est’s special role

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Abstract


The article is devoted to the flagship of the evening Hungarian press - the newspaper Az Est . The publication is considered in the context of the situation in the press in the first third of the twentieth century. The article provides a comprehensive analysis of the innovations applied by the publishers of Az Est . Attention was drawn to the placement of serious news information along with the publication of sensations, a special layout, including, in particular, large headlines, one-column articles and a large amount of illustrative material addressed by artists, the rejection of templates familiar to other Hungarian publications of that time. It is noted that the political diary, as the newspaper described itself, lacked a political position and attachment to any political party. The circulation of the newspaper significantly exceeded the circulation of other publications and in some years reached almost half a million copies. The first major Hungarian press tycoon Andor Miklos is featured as the founder, owner and editor-inchief of the newspaper. The formation of his media empire was fully facilitated by the success of Az Est , a newspaper that was initially considered by its creator as a business project that created a competitive situation in the Hungarian newspaper business and, subsequently, in the publishing business. It also analyzes the PR and advertising campaigns that preceded the launch of the newspaper and aroused public interest. The novelty of this article is that there is no research by the Az Est newspaper in the domestic scientific literature, as well as any materials in Russian related to the Hungarian evening press.


About the authors

Tatiana Yu. Pynina

Peoples’ Friendship University of Russia (RUDN University)

Author for correspondence.
Email: tanyi@inbox.ru
10 Miklukho-Maklaya St, bldg. 2, Moscow, 117198, Russian Federation

Ph.D. of Philology, Associate Professor of Mass Communications Department of Faculty of Philology

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