Archive item

Title: Government advertising incomes in the Hungarian printed media, 2003-2012: Descriptive statistics and observations
Other/original title: Kormányzati intézmények és állami cégek médiaköltései a nyomtatott sajtóban Magyarországon, 2003-2012: Leíró statisztikák és megfigyelések
Author:
Publisher: Corvinus University
Files: Government_Advertising_Incomes_in_the_Hungarian_Printed_Media.pdf
Source: http://www.crc.uni-corvinus.hu/download/media_ah_2012_riport1_130430.pdf
Abstract: This research report from April 2013 by the Corvinus University's Corruption Research Center is written in Hungarian, but has a two-page summary in English. The report describes the role of state purchases in the advertising income of Hungary's printed media, using descriptive statistics to describe the main characteristics of state advertisement purchases and the way their role changed over time. The subject is salient because transparency of government funding of the media is weak in Hungary, even though the Hungarian media rely heavily on government advertising. The size of public advertising orders can determine the fate of a media company, and this provides the government with the opportunity to influence media content, threatening the freedom of the press. Analyzing how 39 billion Forint was spent between 2003 and 2012, the report observes that state advertising spending is highly concentrated on a small group of government institutions and firms, and that changes in the advertisement incomes of left and right wing leaning printed media closely follow the changes of governments. Advertising income of the leftist printed media has dramatically decreased from 2008 onward, and was less than a third of the 2003 level by 2012. The state advertising income of the right wing media, meanwhile, was more than twice as high in 2012 than in 2010.
Publication/ adoption date: 2013-04-30
Keywords:
Language: Hungarian
Rights: Corvinus University Budapest, Institute of Sociology and Social Policy, Corruption Research Center.