Czech advertising revenues

The three remaining titles on the Czech free dailies market – after the closure of Kuryr after the summer of 2006 – have a very uneven distribution of ads, according to the last TNS Media research on advertising in the Czech Republic. In the first quarter Metro had an ad revenue of CZK 159m (€5.6m) against CZK 18m for 24 Hodin (Ringier) and CZK 24m for Metropolitni Expres (Mafra). These ads, however, are including house ads and barter contracts (which are carried quite a lot by Czech free dailies) while also the huge discounts (up to 70% or even more) are not taken into account. Metro has a higher circulation and bigger footprint as it is also distributed outside Prague. Net income, obviously is much less, probably still very much below operating costs. Because market leader Metro is still a loss making operation according to Metro International, this means the other papers must be losing even more money.

The fourth free daily, Praha Kuryr, closed down after the summer of 2006. In July the door-to-door paper was converted to a weekly. In September the paper stopped altogether, loses were €100,000 a month or even more. The paper had an old fashioned design and problems with editorial content (no news) but most of all with distribution. Mafra, publisher of Metropolitni Expres, launched a bi-weekly in Soutern Bohemina with a circulation of 130,000: 14dní.

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