A Hungarian Publisher Takes Home Some Tips   

Miklos Breitner declined frozen yogurt as he relaxed around a table in the cafeteria at Cleveland's Plain Dealer with three editors. He was stuffed with the dumplings, schnitzel and strudel from his earlier meal with Publisher Alex Machaskee.

"He's conference-roomed out," said Christine Jindra, assistant managing editor for features.

Breitner, 47, publisher and CEO of Nepszabadsag, Hungary's leading newspaper, spent several days observing U.S. dailies last summer with the support of the Arlington, Virginia-based Freedom Forum. An economist, Breitner also visited USA Today and the Freedom Forum Media Studies Center in New York.

In Cleveland, Breitner said he was most impressed by Jerry Hoegner, the Plain Dealer's director of promotions, who introduced him to the idea of marketing the paper through circulation contests and the sponsorship of bridal shows, fashion events and ethnic festivals. "Over and above what it is as a product, a newspaper can express itself as a personality in the community," Hoegner said.

Breitner said Machaskee offered tips on organizing a newsroom, carving out market niches and using printing presses more efficiently. The Hungarian publisher later met with Margaret Bernstein, editor of the paper's "Everywoman" section, and Fashion Editor Janet McCue to learn how to attract women readers. "You can never separate yourself from your reader," McCue advised. "The most important thing is to involve them."

In his homeland, Breitner pointed out, mail carriers deliver the papers and collect subscription fees. Though men are the primary readers, women make most of the subscription decisions.

Breitner said he also had other changes in mind, particularly with graphics. Explained Nancy Woodhull, a newspaper consultant who accompanied Breitner on his visit, "Hungarians are used to long, boring stories with no pictures, no charts."

Other things have changed since Nepszabadsag was a voice of the Communist Party. "Journalists were fed up with the old system," Breitner said. "Never again can anybody appoint an editor in chief without the consent of the editorial staff. The shareholders had to accept this or else the editorial staff would revolt again." A German media company and a North American investment fund control two-thirds of the newspaper's parent firm. Breitner said it is "strictly forbidden for shareholders to influence the editorial content."

Nepszabadsag, meanwhile, is still honing its politics. "Monday this is a liberal paper, Tuesday it is socialist and Wednesday it is liberal," said Breitner with a smile, using "liberal" in the sense of "freedom from government."