Czech edition of Hustler magazine launches

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PRAGUE -- A Czech-language edition of the soft porn magazine Hustler will launch in the Czech Republic on September 15. Licensed under an agreement between the original American magazine and Fool Moon publishing company, Hustler Czech is planning an initial print run of 20,000, will retail for about $2.40.

Editor-in-Chief Andrea Tischerova says the Czech edition of the title will differ sig- nificantly from its American counterpart. "The American edition is really hardcore and appeals mostly to advertisers of telephone sex services. Our market is already totally saturated with such titles, but we will definitely be just as controversial as the American edition," she says. The first issue, which will debut at 116 pages, will include articles about sex in art, drugs, alternative music, and erotic stories in addition to the same photographic spreads that appear in other worldwide editions of the magazine.

Tischerova says the magazine will not compete with Playboy. The difference is the content, she says. "Everything we do will be about sex. We will refuse to print anything about golf, cars or which guns are better than others. Hustler is not about lifestyle, it's about sex, sex, sex."

An outdoor advertising campaign leading up to the magazine's newsstand debut will begin on September 2 and cover the two Czech urban centers, Prague and Brno. The campaign, created by magazine staff formerly copywriters at Euro RSCG Prague, piggybacks on the popularity of The People vs. Larry Flint, the 1997 movie that made the magazine famous internationally. The ads are similar to the playbill for that movie and show a nearly naked girl barely covered with a Czech flag breaking out from handcuffs under the slogan "115 Pages of Freedom of Expression Starting on September 15."

The magazine does not yet have any paid advertising confirmed for its first issue, but representatives say its market lies primarily with cigarette, alcohol and electronics producers.

Copyright August 1998, Crain Communications Inc.

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