Krémmánia, one of Hungary’s leading online beauty platforms, is expanding internationally. As part of this, it is launching a localised version in the Czech Republic and Slovakia, which will debut as Glow and Know. Those interested in the latest beauty trends, products and reviews will be enriched with a new platform.
Central Media Group’s aim is to provide beauty enthusiasts in the Czech Republic and Slovakia with a reliable, up-to-date and authoritative source of information on cosmetics products, just as it does in Hungary. In both markets, Refresher SK will be a strategic partner of Krémmánia and will play a key role in the operation and day-to-day management of the site. Refresher SK’s experience and knowledge of the local market will ensure that the site is tailored to the needs of local users. It will also provide visitors with up-to-date information.
"We have fifteen years of experience in the beauty industry and have helped countless readers. It is important for us to continue this and to bring the knowledge we have gained at Cremmania to a new area abroad".
Daniella Pácsonyi
creative and communications director
"With our combined expertise and complementary strengths, we have launched Glow & Know in Slovakia and the Czech Republic together with Central Media Group. Our experience in creating beauty content and organising successful events has shown that audiences in these markets have a strong interest and engagement in the beauty segment. This is further strengthened by an extensive network of advertisers, brands and partners. Central brings to the table a rich database of beauty products and a robust digital platform, making this collaboration a seamless blend of our combined capabilities".
Gábor Boros
Refresher S.A.
The target audience and strategy of the international platform is the same as that of the Hungarian Krémmánia: to provide users with product information, reviews and current trends in the cosmetics market, all in a localised way. The cooperation between Krémmánia and Refresher will include a continuous exchange of experiences. This will ensure that visitors in all countries receive the highest level of service.
The official launch of the site is expected in the first quarter of 2025. Preparations are underway, including setting up the operating system and building the infrastructure.
Daniella Pácsonyi is responsible for the business side of the new international projects. Under her leadership, Central Media Group set up a new business unit in November, which is also responsible for the development of products based on new distribution models and brands on the international market, such as Refresher, Krémmánia and Central Content, the publisher’s production agency.
In an interview given to Marketing&Media magazine, the digital and business development director of Central Médiacsoport talks about the differences between the Czech and Hungarian markets, the publisher’s major reorganisation and the most pleasant surprise he experienced at the company.
You joined Central Médiacsoport at the beginning of July, in the almost five months since then, what has been your most defining experience, what do you think about the company?
Well, the biggest positive surprise for me was how easily the company on the mid and top management level switched to English because of me. The presentations, reports, meetings are held in English, even most of internal communication is held bi-language, the emails written in both Hungarian and English. This is important because we want to bring in more and more international knowledge. Definitely Central is becoming an international company. I did not expect this to be so fast and smooth.
When Central announced your arrival, they emphasized that your experience in the Czech market, which is well ahead in the digitalization, will be useful in Hungary. In your opinion, what are the most important differences between the Czech and Hungarian digital markets, and on what areas is the Czech Republic much more advanced than Hungary?
I do not want to say that the Hungarian market is less developed. It has just developed in different way. One of the main differences is, that in Hungary there is much bigger dependance on Facebook than the Czech internet market has. Which became a problem at the moment Facebook reduced the traffic to publishing sites. On the other hand, the Czech market is distorted by a huge role of Seznam.cz, which acts as a media house, sales network and traffic provider to the whole market at the same time. Significantly bigger share of the digital advertising market based on traditional sales relationships with direct clients and media agencies, which gives the Hungarian market stability. On the Czech market, on the other hand, the programmatic advertising market is significantly more developed. In that environment, the traffic and advertising technologies become more important. This is the know-how we are implementing in Central now. Overall, the Czech market is more traffic oriented than the Hungarian one, both technology and content wise.
You oversee all print and online content production as well as product development at Central. What do you see as your strengths and where do you still have a lot of room for improvement?
Central Mediacsoport’s dominant domestic market position provides the economic stability on which the publisher can build a platform for growth. Central media has great print business, very profitable, with bright future for years to come. We have strong brands, loyal readers and good sales relationship. There is not much to improve on it. In the digital field, we have significant footprint in the news and women segments. We started to improve three main areas: 1) traffic growth, 2) advertising monetization, 3) subscription business model. In the future, we will also expand our digital reach, building on our print brands and continuing to focus on producing quality and authentic content.
At the beginning of November Central announced a major reorganisation, with three new divisions. Why was this move important and what do you expect from it?
First, it is important to highlight that all the organizational changes we did were based on cooperation with Financial Times Strategies team. We are following the best practices from publishers around the world, while adjusting them to the local needs. The long-term goal is to introduce new business models that are not just based on traditional advertising revenues. This strategic thinking has led to a greater focus on our production agency, Central Content, knowledge sharing abroad, or the launch of 24 Extra. Thanks to the publisher’s efforts, the company is now present in several V4 countries. The Central Médiacsoport has acquired a stake in the Polish Gremi Media and has an ownership stake in the Slovak Refresher magazine, which it has successfully launched in the Hungarian market, while the regional debut of several well-known Hungarian brands is also under negotiation. What we expect from the new structure is more direct exchange of knowledge and information, and more effective support of the products by the analytical, product, AI and SEO teams.
What opportunities does this restructuring offer from a business perspective? Will the introduction of new services and products be faster or more efficient?
The current phase of organisational development is eliminating siloed units, facilitating more flexible and efficient operation between divisions. We do not plan to launch new products right now, with the exception of 24Extra we launched a month ago. We are focusing on improving the technologies and content, leading to growth of traffic. While we already cracked the issue how to monetize the growing traffic, these steps lead to improved business.
The global players are taking an increasing slice from the Hungarian online advertising market, how can you compete with them?
Do not fight them, use what you can. Be more relevant to the local users and clients, that is something the global players are not good at.
In the current media situation in Hungary, what do you think Central Médiacsoport should focus on?
To grow our traffic, revenues and profitability to keep our independence. In the long run, we plan to be player number 1 on the Hungarian digital market. We will also continue our expansion to other markets, to become a significant player on the regional level.
If we talk in a year from now, what results would you be satisfied with?
I will be satisfied if I hear from the great team we have here in Central “it was hard, but we managed to learn new things, we improved, we succeeded”.
On 6 November, the Online Video Audio Awards (OVA), the professional competition of Kreatív magazine, were held in the Mixát Udvar, where 24.hu won two awards and our in-house creative agency Central Content one.
Commercial video promoting a programme, channel or online content – 24.hu
What a performance! Yellow card! Video promoting the 24.hu Football World Cup Prediction Game – SILVER AWARD
Sponsored by Hisense Hungary
Corporate Social Responsibility video category – 24.hu
Two out of six people we managed to extract important banking data from as a reporter for a non-existent newspaper – BRONZE AWARD
Collaborating partner: OTP Bank
Sports video category – Central Content
Top Fishing Video Series – BRONZE AWARD
Collaborating Partner: Porsche Hungaria
The 10-part video series TOP Angler, filmed for Volkswagen Amarok, ran on the branded sub-site and social platforms of 24.hu Sokszínű Vidék, and was also posted by the fishing influencers featured in the film on their channels.
The first Story Gala was held 25 years ago, on 11 December 1999, on Margaret Island, and over time it made press history: it has become the biggest social event of the year in Hungary. After a gap of several years, the legendary awards ceremony returned last night with an exclusive party, broadcast live, to thank the Hungarian star world.
Claudia Liptai, the host of the evening, welcomed the celebrities in the impressive exhibition hall of Madame Tussauds Budapest, where winners were announced in five categories:
Green Star Award – Dorottya Udvaros
Young Star Award – Rozi Lovas
True Star Award – Szabina Tápai and Gábor Kucsera
Eternal Star Award – Szinetár family
Cover Star Award – Béla Ernyey and Dr. Dóra Balaton
As the highlight of the evening, Tamás Vitray received the Lifetime Achievement Award from the Story editorial board, presented by Zoltán Varga, CEO and owner of Central Media Group.
The level of interest in the legendary awards ceremony is demonstrated by that story.hu’s traffic broke all previous records with the multimedia content leading up to the event: the nominees’ short films nailed nearly 300,000 unique visitors to the screens, generating 600,000 page views.
The growing influence of Central Médiacsoport and 24.hu is demonstrated by the fact that Péter Pető, the editor-in-chief has been ranked 4th in the TOP50 ranking of the Marketing&Media magazine, which was compiled for the 15th time this year.
This autumn, 24.hu launched its subscription-based premium product 24 Extra, and the organisational development of Central Media Group continued, with Péter Pető becoming the head of content for the newly created News division.
Congratulations to Péter and all the professionals on the list!
In addition to the best contemporary Hungarian and foreign novel, the best children’s book and the best youth and young adult book were awarded, the audience prize was presented and, for the first time this year, a first-time female author was also recognised as a special winner of the Nők Lapja Prize.
The House of Traditions hosted the Nők Lapja Literary Award Gala on Wednesday evening, hosted by Kata Jaksity, with surprise performances by Petra Gubik, Miklós Vecsei H. and Krisztián Grecsó, and a discussion on the joy of reading with Dóra Szinetár and Anna Juhász. In addition to representatives of the book industry and cultural life, this year for the first time readers were also able to participate in the event, celebrating the 75th birthday of the Nők Lapja brand.
The Best Contemporary Hungarian Novel award went to János Háy’s novel Boldog boldogtalan and Európa Publishing House. The best contemporary foreign novel was awarded to Jón Kalman Stefánsson’s Your Loneliness is Darkness and Jelenkor Publishing House, with Veronika Egyed as translator. The best children’s book was Anna T. Szabó’s Dudorászó published by Magvető, while the best youth and young adult book was awarded to Fanni Balássy and her book Bocs, hogy élek published by Tilos az Á Könyvek. The readers of Nők Lapja voted Judit Szlavicsek and Libri Kiadó the Audience Award for their novel Halál Tihanyban while the magazine’s special prize for the best first female author went to Helga Bereczki-Csák for Utolsó utca, utolsó ház.
The books were judged in two rounds by a panel of judges from a broad list of categories drawn up by the magazine’s editorial team: first by a larger panel of publishing industry representatives, and then by a smaller panel of well-known literary figures and other professionals, who selected the book of the year in each category. In the Hungarian contemporary fiction category, the jury consisted of Éva Akovács, editor-in-chief of Nők Lapja, Anna Juhász, literary critic and Dr László Mérő, mathematician, psychologist and teacher; in the foreign contemporary fiction category, the jury consisted of Ágota Ribánszky, editor-in-chief of NőkLapja.hu, Dóra Szinetár, actor and Péter Szűcs, writer and journalist. The children’s books were judged by journalist Juli Lami, clinical child and youth psychologist Andrea Bojti and Gábor Buda, musician of the Alma Együttes while the finalists in the youth and young adult books category were journalist Rita Jónap, vlogger Edmond Bognár, founder of Edmond Könyvkuckója and Luca Nyáry, journalist, writer and model.
The fourth edition of the Nők Lapja bookazine, The 100 Best Books, was also presented at the awards ceremony. The list is a selection of first editions published in the year following the June 2023 Book Week.
"It's a fantastic feeling to be able to choose from a new selection of wonderful books every year. This year, Nők Lapja is celebrating its 75th birthday, so we've added a new category to the existing ones: we want to help a first-time author by raising awareness of their work. As literary prizes are scarce, this is an important occasion for authors and publishers, and readers will be happy to use our latest publication, which features the 100 best books, as a guide. The jury was again in a difficult position this year, as it was not always easy to decide on such a strong field."
Éva Akovács
Editor-in-Chief, Nők Lapja
As part of its organizational transformation, Central Media Group is implementing a new model developed in collaboration with Financial Times Strategies. This process introduces substantial changes in the company’s operations and business structure, underscoring its commitment to quality content production and technological advancements.
Central Media Group began working with Financial Times Strategies in June to modernize its operations. Now, in the completed second phase of the project, isolated units are being consolidated, paving the way for more flexible and efficient cross-divisional collaboration.
One of Hungary’s largest independent media companies, Central Media Group is taking the next step in its organizational development by restructuring its existing content divisions and establishing three new business units: News, Women and Lifestyle, and New Business.
The Newsdivision’s business operations will now directly report to Petr Bednar, who joined the company in August as Chief Digital and Business Development Officer. Content oversight for the division will be led by Péter Pető, the editor-in-chief of 24.hu, who will assume these new responsibilities while retaining his current role. This division will encompass 24.hu, 24 Extra, Startlap, Hírstart, Vezess, and First Class, continuing to deliver high-quality, independent news content to its audience.
As part of the reorganization, Attila Virág will remain responsible for Startlap.hu’s business operations and will also take on a new role as Senior Manager of AI and Product Technology Innovation, further emphasizing Central Media Group’s commitment to technological development and innovation.
The Women and Lifestyledivision will continue to be led by Tímea Lipták, who will proceed as Director of Women’s Digital and Magazine Business, integrating the company’s online and print products while advancing content and platforms relevant to women. Both Tímea Lipták and Péter Pető will report directly to Petr Bednar.
The New Business division will be led by Daniella Pácsonyi, the company’s Creative and Communications Director, who, alongside her existing duties, will focus on products built on new and distinctive sales models, including Central Content, Refresher, and Krémmánia.
From a technological and business standpoint, Petr Bednar, Chief Digital and Business Development Officer, will lead the News, Women and Lifestyle, and New Business divisions, alongside the Refresher and Krémmánia products. Both Daniella Pácsonyi and Petr Bednar will report to Deputy CEO Róbert Vági.
As part of the restructuring, Editor-in-Chief Péter Szigeti will depart the company. Szigeti has over 20 years of experience in media, having begun his journalism career. He joined 24.hu as Editor-in-Chief in October 2017, coming from Kreatív, and continued as Digital Editor-in-Chief from August 2019, overseeing the content and business strategies for 24.hu, Vezess, and Autómagazin. Under his leadership, 24.hu grew to become one of Hungary’s largest independent news portals, and he was also instrumental in the recent launch of 24 Extra.
Central Media Group is proud of its dedication to quality content production, exemplified by the recently launched 24 Extra. With the creation of the new organizational structure, the company aims to place greater emphasis on technological developments and new business models alongside quality content production. In the coming months, Central Media Group will focus on meticulously designing this new model, with a planned implementation scheduled for the first half of 2025.
Zoltan Varga, the prominent Hungarian investor and media portfolio owner, has been unanimously selected as the recipient of the esteemed GLOBSEC European Business Award. This distinguished recognition was / will be presented during the Tatra Summit 2024 Gala Dinner on October 4th.
Hungarian investor and media owner Zoltan Varga is given the GLOBSEC European Business Award. The recognition acknowledges significant contributions by European figures in promoting unity and strength across the continent, particularly during challenging times. Mr. Varga joins an illustrious group of past recipients, further cementing the award’s prestige and his own impact on the European business landscape.
In its laudatory announcement Globsec said: “Zoltan Varga’s leadership has been significantly shaping independent media and business innovation across Central and Eastern Europe. The Award is a recognition of his remarkable achievements as an inspirational and visionary entrepreneur and media owner.”
As the CEO and Chairman of Central Media Group, one of Hungary’s largest independent media companies, Mr. Varga is seen to have demonstrated an unwavering commitment to building a regional media holding that champions freedom of speech and democratic values. During the last years he became a shareholder in Polish media house Gremi Media Plc. and outlets in Czechia and Slovakia too.
“I am deeply honored to receive this recognition from GLOBSEC,” said Zoltan Varga. “I do believe in the power of independent media to inform, inspire, and hold power accountable. In Central and Eastern Europe, where the media landscape can sometimes be challenging, I remain committed to defending press freedom and promoting innovation, because I believe a strong, free media is essential to thriving democracies” – added Varga, who dedicated his award to his team at Central Médiacsoport and Central Group.
Zoltan Varga acquired Central Media in 2014 becoming the owner of one of Hungary’s largest independent media companies. In 2023 he made a significant move into the Polish media market by acquiring a large stake in Gremi Media, owner of the prominent Polish newspaper Rzeczpospolita and business daily Parkiet. Central Media is also a major investor in gen-Z focused medium Refresher in Hungary, Czechia and Slovakia.
In addition to exclusive articles, 24 Extra will offer three different packages of subscriber newsletters, podcasts, events and discounts in addition to the newspaper’s previous offerings.
"We've been preparing for this for a long time, and it's an exciting next chapter in the construction of one of Hungary's leading public sites. It's a logical next step in a media environment that is difficult for both domestic and global reasons, and it also brings us closer to the traditional mixed-revenue newspaper business model of the past, so that we can ensure 24.hu's future is sustainable in the long term,"
Péter Szigeti
The newspaper’s usual news offer, its trademark content offer will remain mostly free of charge: in keeping with its name, 24 Extra will expand the newspaper’s offer beyond these.
"On 24.hu, people will continue to have free access to all the news for free. Everyone can find out the latest results of the Fidesz-Tisza match as well as the outcome of the Bayern Munich-Barcelona football match. This is because it is the fundamental responsibility and purpose of this newspaper to guarantee as many Hungarians as possible access to information, while at the same time providing them with entertainment and relaxation. Our flagship podcasts Della, Háromharmad and Ziccer will remain widely available. Behind the paywall, our typically longer pieces of writing, favoured by our more engaged readers, will be dedicated to the everyday injustices, uncommon injustices or unexplored colours of the world and our country, to scientific, sporting or cultural phenomena, or to conversations that we believe Hungarian readers may not encounter elsewhere, or not from this approach. In other words, the cream of everything that has made 24.hu 24.hu and will continue to make it 24.hu"
Péter Pető
Editor-in-Chief, 24.hu
The editor-in-chief stressed that they chose this model because they believe that if newspapers have customers, it helps to maintain the professional and commercial independence of the publications.
"As long as a public newspaper is profitable, there is no possibility of the emergence of outside interests. And if a newspaper has customers, it has resistance to a supporter culture, which is important because it is worth knowing that the truth that journalists work for sometimes hurts,"
Péter Pető
Editor-in-Chief, 24.hu
In addition to articles, exclusive video and audio content and newsletters will be added. In Törökülés, political scientist Gábor Török will be interviewed monthly by deputy editor-in-chief Dániel Bita and Péter Pető. In Gegenpressing, János Kele analyses the world of football, while in Nincs tanulság, Sándor Jászberényi recalls his memories of his travels and comments on current hot topics. In Kapufa, the newsletter of Péter Pető, the editor-in-chief, a varied range of topics are covered, with football, books and politics being the focus, and of course the dilemmas of newspaper production. Subscribers can also hear about the latter in closed Q&A sessions with the authors of the paper, who are among the first to sign up for the paper’s events, including live recordings of popular podcasts.
24 Extra offers three subscription packages. The Basic package offers access to articles at the most affordable introductory price of HUF 1,200 per month (full price of HUF 1,590 from the second month), while the Peak package offers the most extras for the most insistent readers who want to express their support by subscribing, with a monthly price of HUF 4,990 (with an introductory price of HUF 3,700 for the first month). The Central package, which includes exclusive newsletters for subscribers in addition to articles, is available for HUF 2990 (HUF 2200 for the first month).
On its 10th anniversary, Central Media Group underwent a comprehensive rebranding. The redesign process was launched through a competition, which was ultimately won by an internal colleague, Péter Kovács, who leads the UX/UI team at Central. The designer was responsible for the company’s branding, logo, and the development of the brand guide. The finished work is intended to reflect Central’s diversity, as well as its innovative and modern approach. The new branding is accompanied by a new slogan, whose main message is: “Content at the Center.”
Central Media Group remains committed to producing content that informs, entertains, builds trust, and is dedicated to democracy, human dignity, and freedom.
“We have had a solid ten years behind us, and we have become one of Hungary’s most prominent media companies. Our goal remains unchanged: to serve our readers and partners – who, along with us, value authenticity and independence – primarily with entertainment and public interest content. Our new brand identity reflects our thoughtful and modern approach, ensuring that Central remains a sustainable and reliable content creator in the long term,” emphasized Daniella Pácsonyi, Creative and Communications Director at Central Media Group.
As it marks its 10th anniversary, Central Media Group defines professional excellence as a core principle. As part of this, the company expects all activities supporting or related to its operations to be carried out by the highest relevant standards. This ensures top quality in all its activities, promoting continuous development and forward-looking individual and group performance that reflects market trends.
On its 10th anniversary, Central Media Group underwent a comprehensive rebranding. The redesign process was launched through a competition, which was ultimately won by an internal colleague, Péter Kovács, who leads the UX/UI team at Central. The designer was responsible for the company’s branding, logo, and the development of the brand guide. The finished work is intended to reflect Central’s diversity, as well as its innovative and modern approach. The new branding is accompanied by a new slogan, whose main message is: “Content at the Center.”
Central Media Group remains committed to producing content that informs, entertains, builds trust, and is dedicated to democracy, human dignity, and freedom.
“We have had a solid ten years behind us, and we have become one of Hungary’s most prominent media companies. Our goal remains unchanged: to serve our readers and partners – who, along with us, value authenticity and independence – primarily with entertainment and public interest content. Our new brand identity reflects our thoughtful and modern approach, ensuring that Central remains a sustainable and reliable content creator in the long term,” emphasized Daniella Pácsonyi, Creative and Communications Director at Central Media Group.
As it marks its 10th anniversary, Central Media Group defines professional excellence as a core principle. As part of this, the company expects all activities supporting or related to its operations to be carried out by the highest relevant standards. This ensures top quality in all its activities, promoting continuous development and forward-looking individual and group performance that reflects market trends.
