Evaluation of the magazine Magyar Konyha

Magyar Konyha is a Hungarian gastronomical magazine that is published monthly, by the Magyar Konyha Kiadó. In this evaluation, several features, such as the arrangement, content on the front page and in the inside of the magazine, advertisements and style of the issue of September, 2011 will be discussed in detail.

On the top of the front page is the title “Magyar Konyha”, which suggests that this is a magazine which is about Hungarian dishes. It could also suggest that the magazine addresses Hungarian people, especially chefs. Besides the title, most of the front page is occupied by an image of a perfectly arranged piece of steak on a plate, which gives the reader a little hint about the main theme of the magazine. It is clarified with the help of a text on the right side of the page: “We will teach you how to prepare steak”. Otherwise, there are only a few other titles with smaller font size which gives an idea about the contents of the magazine. Above the title there is a list of words also (top 10 meat shop, dessert plate, apple cocktail, black soup), that is outlined with red, and which could trigger one’s curiosity. The overall arrangement, font type and colours (different shades of grey and white) are delicate and clear, giving a message that this is a high-quality magazine.

Inside, the magazine begins with an editorial letter section, which opens with a little story connected to beef, and then gradually proceeds towards introducing the different topics covered in the magazine. The letter rarely addresses the reader directly (“Dear Reader”) or indirectly (“those who…”), making its style more formal and professional. Also, it contains several citations from famous Hungarian and foreign writers such as Mikszáth or Chekov. This tone is not only characteristic of the editorial letter but of the whole magazine. The next two pages of the publication is occupied by the list of article titles which gives their exact location within the 82 pages of the magazine. Some of them are illustrated with small images and short quotes highlighted from them. Those articles that are similar in content are divided into different sections. The biggest section is dedicated to the main theme of the magazine, thus it examines beef and the preparation of steak through several receipts and interviews with chefs. In addition, there are portraits and interviews about other famous and successful chefs or entrepreneurs, and there are articles dealing with seasonal dishes as well. The prepared dishes and photographs about the chefs usually cover a large part of the pages. In these pictures, the food always looks delicious, which gives the reader the feeling that he or she can also prepare delicious food, using the receipts of this magazine. In this way, the photographs play an important role in the process of building a myth about the magazine and its reader.

Advertisements do not take much space in the magazine, as they rather appear embedded in the articles. For example, the hotels or restaurants (where the chefs work), or the products of entrepreneurs are advertised this way. Different food festivals are advertised as well: there is a whole section called Gastro-calendar dedicated to this. Moreover, there are advertisements about department stores common in Hungary, such as Metro or CBA. Of course, all of them are connected with food or drink.

Taking the advertisements, content and style into consideration, Magyar Konyha targets different layers of society. For example, highly educated people are more likely to appreciate the formal style. Furthermore, there are some rare, exotic ingredients mentioned in the magazine which only those can afford who are in a good financial situation. Magyar Konyha may not target a specific age, but it could be more popular amongst adults who have their own kitchen and budget. Furthermore, the magazine clearly targets chefs, as there are topics, special terms and techniques that only they can fully understand.

In conclusion, Magyar Konyha includes different kinds of articles about food and chefs, arranged in several sections. Amongst the characteristics of the magazine are the image-heavy design, the formal style and hidden advertisements, as well as the audience of wealthy, educated, independent adults and chefs.