It’s hard to fully grasp how much we need readers to be with us in 2024 Hungary when we are making a newspaper. While it might not be fully explainable, one thing is clear: we will do our best to offer premium content that serves our passions—those of the journalist, the reader, and the cause of our country.
That’s what I wrote earlier when I reported on the transformations at 24.hu. And I write this now as well, with the launch of 24 Extra, the subscription edition of 24.hu. Those who join our readers’ community will have access to at least 120 premium articles per month, including articles previously published on Sport24. Depending on the chosen package, they will also receive newsletters from Sándor Jászberényi or János Kele, and even watch exclusive monthly video conversations with Gábor Török. I’ll detail the offerings shortly, but first, let me answer the question many have asked repeatedly:
Because producing premium content is expensive. The volume of such material cannot be maintained or increased solely through advertising revenue. But we want to create more and better content. Can you imagine how much work and money go into a single interview by József Nagy? How long does it take to prepare for a multi-hour conversation by researching the subject’s life? A top-tier photographer attends the interview, who then spends hours selecting the best images. The author writes and edits the interview for days to ensure the text meets their perfectionist standards. Then, two editors carefully comb through the text, followed by an image editor who adds illustrations. Another colleague working as the front page editor places the piece in the newspaper and sends out notifications. Meanwhile, a colleague handles the Facebook promotion, and another takes care of Instagram.
Creating top-notch interviews in our language involves significant financial and time investment.
The same applies to our investigative journalists, some of whom have received the prestigious Soma Award. They spend considerable time verifying the information they receive. These kinds of articles wouldn’t exist in a purely ad-driven model, as it would be more profitable not to spend weeks on a single topic. However, we believe that in the context of our country, it is worth delving deeply into these topics. It’s also worth paying for essential documents, such as property ownership records, which were once 1,000 HUF but have since been raised by the government to 4,800 HUF—sometimes dozens of such documents are needed for a single article.
Then there are our reports, feature articles about the countryside, which cover the forgotten and abandoned. Sometimes it takes days to gather the necessary material. I won’t go on listing all the reasons, but I hope it helps explain why we are returning to the traditional newspaper model for some of our content—where readers purchase a newspaper that also contains ads.
So, does this mean that the news on 24.hu will no longer be free?
All news on 24.hu will remain free and accessible. Everyone will still be able to find out the latest scores from the Fidesz-Tisza match or the outcome of the Bayern Munich-Barcelona football game. This newspaper’s fundamental responsibility is to ensure that as many Hungarians as possible have access to information while also providing entertainment. Most of our articles and popular podcasts, such as Della, Háromharmad, and Ziccer, will remain free.
Registered readers will continue to have access to the 24/7 newsletter and features like article saving or author following. We can’t thank them enough for registering and helping us shape our content to better meet their interests.
But why now, and why don’t we seek funding from other sources?
The time for change has come because businesses producing premium content in digital media can no longer grow sufficiently from ad revenue alone, especially as costs continue to rise. Whether it’s coffee or software, everything is getting more expensive. I could go on about the invisible alliance between Mark Zuckerberg, the founder of Facebook, and Prime Minister Viktor Orbán, as big tech companies are rapidly siphoning ad money out of national media markets without ever producing any Hungarian-language content, while the Hungarian government distorts the media market through its so-called logic of distributing state ads.
That’s why we had to change our system, and why we’ve chosen a model where the newspaper has paying customers. This guarantees the long-term independence of the newspaper. As long as a public affairs newspaper is profitable, there’s no risk of external influences.
We are convinced that maintaining professional independence requires financial independence. In the long run, reader revenue will guarantee the creation of the most labor-intensive and resource-demanding articles, images, and videos.
And what do subscribers get?
24 Extra is our premium offering, providing numerous extras to its subscribers. Those who choose the basic package can read at least 120 premium articles per month. The mid-tier subscribers can also sign up for Sándor Jászberényi’s Nincs tanulság (No Lessons) and János Kele’s well-known Gegenpressing newsletters, as well as my weekly piece, Kapufa (Goalpost). Additionally, they will see fewer ads on article pages, as automatic ads won’t be shown to them.
The top-tier subscribers will have access to even more exclusive content, including all our podcasts. In the revamped Első kézből (First Hand), Zsombor Pál will discuss the dilemmas of making newspapers and the unseen aspects of journalism with his guests. The extra segment of Háromharmad, Napirend után, answering listener questions, will also be included. Additionally, Törökülés, a monthly exclusive political discussion with Gábor Török, will be launched, with Dániel Bita and myself as his partners.
And why is all of this good for us?
We believe that the launch of 24 Extra is great news for those who deeply believe in the necessity of free public discourse, democratic debate, and discussions about the fate of our country. According to Amartya Sen’s famous theory, there has never been a famine in a functioning democracy. This is because free speech ensures that problems reach the public, and decision-makers must respond. Similarly,
Even in the age of TikTok, when attention is captured in a blink, it’s essential to publish thoughtful, deep, and beautifully written texts, images, and videos. And—even if the logic of the universe increasingly pushes us to shout everything in a more superficial, faster, and easier way—we will always be convinced that the truth is often nuanced, complex, and difficult. In fact, in a time when emotions reign supreme in fan culture, it’s more important than ever: sometimes it even hurts.
We aim to live up to the best traditions of Hungarian journalism. Following this tradition uncompromisingly is the offer we make to our readers. We can talk about this in person, as Extra will be introduced at our 24 Live podcast festival on October 15. Tickets are still available—we will definitely be there.