The Hungarian Edition Of Cosmopolitan Essays - Cosmopolitan

The Hungarian Edition Of Cosmopolitan Essays - Cosmopolitan The Hungarian Edition Of Cosmopolitan TABLE OF CONTENTS ABSTRACT 3 OVERVIEW OF THE HUNGARIAN MARKET 3 BACKGROUND 4 DESCRIPTION OF THE PRODUCT 4 THE CONCEPT OF THE PRODUCT 4 PROFILE OF THE TARGET CONSUMERS 5 CURRENT MARKET SITUATION 5 SWOT ANALYSIS 5 PEST ANALYSIS 6 STRUCTURE OF THE MAGAZINE 6 PRICING STRATEGY 7 PROMOTION MIX 7 ADVERTISING 7 SALES PROMOTION 8 PUBLIC RELATIONS 9 CONCLUSIONS 9 APPENDIX 10 LIST OF SOURCES 17 ABSTRACT Primarily based on an interview with Ms. Eniko Horvath, marketing manager of Cosmopolitan Hungary, this case study outlines the historical background of Cosmopolitan international editions and the peculiarities of the Hungarian version. The first issue brought about a revolution in the general approach of womens magazines in Hungary; Cosmopolitan immediately reached a leading market position that it still holds today. The paper discusses the layout and content of the magazine in an attempt to thoroughly describe this product. It illustrates some patterns of the magazine in terms of sales, number of subscribers and number of copies given out freely for promotional purposes. The pricing policy and the promotion mix adopted by Cosmopolitan as parts of its overall marketing strategy, are presented as well. We conclude that Cosmopolitan is a successful business in todays glossy magazines market in Hungary, since each upcoming issue is impatiently awaited by thousands of readers each month . OVERVIEW OF THE HUNGARIAN MARKET In Hungary the first magazines for women were published in the middle of the 19th Century. In the name of emancipation, Hungarian women demanded more womens magazines, fashion and beauty-care products. At that moment there were around 1,500 magazines on the market and their advertisements were mainly done through first-class fashion salons. After World War I, the so-called feminine press started to fade away and cultural magazines slowly took over. During the socialist era, a new type of magazines appeared on the Hungarian market and remained dominant for 40 years. One of them is still among the leading Hungarian magazines for women and is called Nok Lapja. After it's very first issue in 1949, it was declared to be a good, useful and essential magazine for honest, hard-working Hungarian women and remained so until the 1960's, when it also incorporated some elements of the Western culture. The economical and political changes which occurred in the past 10 years deeply affected the magazines market. The feminine press made a tremendous comeback, giving birth to newcomers and forcing old magazines to change. At present one can find more than 50 magazines dedicated to women readers. Some of them deal with so-called women issues in general, whereas some specialize in fashion, cooking, needlework and home decorating. In a market economy, magazines are like any other product, says Andrea Eszes, editor of Cosmopolitan. And products targeting women can make big profits in Hungary. If we just compare how much is spent on advertising each year in Hungary with the budget of the Ministry of Culture or that of the Ministry of National Defense, there is no wonder that this market is a primary business target for investors. The future holds fine prospects to these international glossy magazines that are published all over the world and combine some common characteristics with specific cultural elements of the host countries. But as they emerge and leave cultural magazines behind, they will bear the increasing responsibility of correcting the language usage and promoting visual culture to the public. BACKGROUND Cosmopolitan was founded in 1886 as a magazine for first-class families in the U.S. William Randolph Hearst acquired the magazine in 1905. In the middle of the century sales dropped and the management decided to change the concept of the magazine. Ever since, the Cosmopolitan concept - the magazine is for young women interested in fashion, beauty, career and sex has been alive. Helen Gurley Brown, who was appointed Editor in Chief in 1965, approached the idea of Cosmopolitan as a magazine for ambitious, career-conscious young women and even wrote a feminist best-seller. Today there are 37 international editions, making Cosmopolitan the largest selling young womens magazine in the whole world. It has an average of nearly 7 million buyers universally and more than 33 million readers per month. This gives Cosmopolitan the status of the first international first-class magazine. The Hungarian edition of Cosmopolitan was launched in November 1997, in accordance with the agreement between Hearst Corporation/VNU and

Future Tense Definition and Examples in English Grammar

Future Tense Definition and Examples in English Grammar In English grammar, the future is a verb tense (or form) indicating action that has not yet begun. There is no separate inflection (or ending) for the future in English. The simple future is usually expressed by placing the auxiliary will or shall in front of the base form of a verb (I will leave tonight). Other ways to express the future include (but are not limited to) the use of: a present form of ​be plus going to: We are going to leave.the present progressive: They are leaving tomorrow.the simple present: The children leave on Wednesday. Examples and Observations Never believe any war will be smooth and easy.(Winston Churchill)Nothing will work unless you do.(Maya Angelou)I will not charge admission to the bathroom.(Bart Simpson, The Simpsons)Ill be back.(Arnold Schwarzenegger, The Terminator)Scully: Homer, were going to ask you a few simple yes or no questions. Do you understand?Homer: Yes. (Lie detector blows up.)(The Simpsons)You will find happiness, he told her. They were at lunch. The winter held days of sunshine, noons of infinite calm. He broke a piece of bread to cover his confusion, dismayed at the tense of his verb.(James Salter, Light Years. Random House, 1975)And from the sun we are going to find more and more uses for that energy whose power we are so conscious of today.(President John Kennedy, remarks at the Hanford Electric Generating Plant in Hanford, Washington, September 26, 1963)I am about to- or I am going to- die: either expression is used.(Last words of Dominique Bouhours, a 17-century French grammarian) The Status of the Future Tense in English Some languages have three tenses: past, present, and future... English does not have a future tense, at least not as an inflectional category.(Barry J. Blake, All About Language. Oxford University Press, 2008)[T]he future tense has a different status from the other tenses. Rather than being a form of the verb, it is expressed by the modal auxiliary will. Its no accident that the future shares its syntax with words for necessity (must), possibility (can, may, might), and moral obligation (should, ought to), because what will happen is conceptually related to what must happen, what can happen, what should happen, and what we intend to happen. The word will itself is ambiguous between future tense and an expression of determination (as in Sharks or no sharks, I will swim to Alcatraz), and its homonyms show up in free will, strong-willed, and to will something to happen. The same ambiguity between the future and the intended can be found in another marker for the future tense, going to o r gonna. Its as if the language is affirming the ethos that people have the power to make their own futures.(Steven Pinker, The Stuff of Thought. Viking, 2007) Many recent grammarians do not accept future as a tense because it is expressed periphrastically with auxiliaries and because its meaning is partly modal.(Matti Rissanen, Syntax, Cambridge History of the English Language, Vol. 3, ed. by Roger Lass. Cambridge University Press, 2000) The Difference Between Shall and Will The difference between the two verbs is that shall is rather formal-sounding, and a little old-fashioned. Whats more, it is mostly used in British English, and normally only with first-person singular or plural subjects. Recent research has shown that the use of shall is declining rapidly both in the UK and in the US.(Bas Aarts, Oxford Modern English Grammar. Oxford University Press, 2011) Evolving Future Constructions [T]he original job description of these two verbs [shall and will] was not to mark future either- shall meant to owe... and will meant to desire, want... Both verbs were pressed into grammatical service just as (be) going to is currently. Shall is the oldest future marker. It has become rather rare in Australian English, having been pushed out by will. Now gonna is ousting will in exactly the same way. Just as ordinary words wear out over time, so too do grammatical ones. We are always in the business of seeking new future constructions and there are plenty of fresh recruits on the market. Wanna and halfta are both potential future auxiliaries. But their take-over will never happen in our lifetime- youll be relieved about this, Im sure.(Kate Burridge, Gift of the Gob: Morsels of English Language History. HarperCollins Australia, 2011)