US publisher General Media Communications has signed a contract for publishing men's magazine Penthouse in Hungary with Sportlife Media after breaking a contract with the magazine's previous publisher, business daily Napi Gazdaság reported on Wednesday.
The magazine will be the first such lifestyle publication in Sportlife Media's portfolio. The publisher puts out such sport-related titles as Superbike, Motomix and Bascat. Although Penthouse's staff will remain unchanged, Sportlife Media plans to give the magazine a new look and make changes to its content. It aims to position the magazine higher, attracting high-earning, educated readers between 30 and 50.
Penthouse is the one of the best-selling men's lifestyle magazines in Hungary. It sold an average 29,450 copies per issue in the first quarter of 2006. Leader on the market was Playboy, which sold 42,200 copies per issue, followed by CKM, with sales of 30,900 copies, and FHM with sales of 29,900 copies.