Many people from
around the world visit the Czech Republic and then fall in love with this small
country and wish to stay longer. But not everybody is capable of overcoming the
cultural differences and starting a new business in a new country is a
different story alltogether. Benke Aikell had some ideas that came at the right
time. After several years in the real estate business Benke decided to start an
upscale magazine, which would focus on high profile events, art,and culture of
the Czech Republic and also cover EU related issues. Prague Leaders Magazine has
become popular especially among politicians and businessmen. With a circulation
of fifteen thousand prints every other month and distribution to all top
officials in Brussels, Benke’s idea turned into a successful business.
Was it a a coencidence
or a well-thought-out plan that made you stay in the Czech Republic and start a
business here?
I visited the Czech Republic for the first time in the
spring of 1990 and honestly, it was just out of curiosity. But I felt in love
with Prague right away. I do not have to stress that it was very different back
then. After a week I went back to Sweden and spoke to my business partner about
some business ideas I had in mind. I was working in real estate at that time in
Sweden and thought that at that time there were some good oportunities to invest
in the real estate in Czechoslovakia.
What was it that
made you fall in love with Prague?
The atmosphere was absolutely thrilling in the nineties,
something new was being born. I liked the people, they were open-minded and
nice. Women were beautiful. There were many opportunities for everybody after
the Velvet Revolution. Very exciting times.
So as a businessman
you saw the opportunity and decided to make most of it…
Of course. After about a year of traveling between Sweden
and Prague we started a real estate company and bought several properties in
Prague, of which one was also in Parizska
street. We ran into some problems with tenants, but usually it was ok. We were
rather a small company, because it was very difficult to borrow money from
banks in Sweden. Nobody knew how things were going to turn out in Czechoslovakia
and getting money from banks in Prague was impossible.
When did you come
up with the idea of starting a business magazine and what
did you see as its purpose or mission?
Apart from the real estate business I was involved in the
golfing society. I have been playing golf for years. We were running a golf
club and were hosting many golf tournaments. I decided to start a small club magazine,
in English, of course. I took photos myself and wrote most of the articles. I remember
that the very first issue had only twelve pages and after a couple of years we
expended to forty eight pages. Unfortunately, soon larger companies started to
host their own tournaments and we realized that we needed to find another concept
for the magazine. That was when I launched Prague Leaders Magazine in 2001.
You were coming
out of a sport background, but your magazine does not cover sport events. Why?
There have been enough magazines and publications
covering sport. Our concept with the magazine has been to cover politics,
business, culture and important events in these fields. Sometimes we cover
education or history issues, but this is not our main focus.
What is your
target group?
Politicians, business people and culture
personalities. Anybody who can read in English and is interested or involved in
politics, culture and business in the Czech Republic.
What is your
circulation?
We put around ten to fifteen thousand prints every
other month. Leaders magazine is not that kind of magazine, which you would
throw away when you finish reading it. People usually keep it on the coffee
table for some time.
Was is difficult
to find employees with good language skills? What does your team look like?
We try to be efficient. Our team has only four people,
but of course we are outsourcing printing, photographers and others. It is
easier nowadays to find English speaking employees than it used to be, for
example when I was working in real estate business fifteen years ago. It was a real
challenge then.
Do you still take
pictures and write articles yourself?
Laugh. No, I definitely do not take pictures myself
anymore and except for my Publisher‘s note in each issue I rarely write
articles in the magazine myself.
What has been the biggest
challenge in the publishing business?
The biggest challenge has been to survive. We believe
that quality pays off. We have a niche where we are quite alone and this is
very important for us. We are also expanding to Brussels, every issue we cover
six pages from Brussels and doing some PR for the Czech Republic.
Can one actually buy
the magazine? Where?
Prague Leaders Magazine is sold at the Luxor book
store in Wenceslas Square in Prague. People can obviously also subscribe.
Usually, the magazine is handed out at special events or seminars free of
charge. We also have a very popular online version.
How many readers does
the magazine have today?
At the moment, we have online around five hundred
thousand page views a month, sixty five thousand visitors and unique visitors close
to thirty five thousand readers every month. In terms of the printed version, it
is obviously difficult to say.
The magazine is
printed on a high quality paper. It is pretty much given to people. How do you
finance it all?
Quality is very important to us. We call it an upscale
magazine, because it is mostly for upscale people. As most magazines, we
finance it through advertising.
Is it difficult to
find clients for advertising in your magazine?
Yes, it is, especially when the country is going through
difficult economic times. Companies and individuals do not have the financial
support for advertising. Also, lots of advertising is in hands of advertising
agencies and they follow their own rules.
Has the magazine
changed over the years and how?
For example, we used to publish it quarterly for
several years. We realized that we need to be more in time with the events we
are covering. Today the magazine comes out every other month.
Prague Leaders Magazine
is published only in English. Do you believe that people in the Czech Republic speak
well enough English to be able to comfortably read it?
From time to time we publish an article or two in the Czech
language as well, but not very often. Top managers usually speak very good
English. Unfortunately I cannot say that about politicians.
Do you see this as
a problem? Do you think this harms our relations with other countries?
I see it as a big problem for the country. Politicians
have to go the Brussels and to other countries and with no English they cannot
represent the country well. I hope that younger generation will do better.
Do you think that
dubbing of movies and series on TV further deepens the problem?
Dubbing is very bad. The government should do what is
best for the people and not for the dubbing business. In Sweden, most of the
movies and films are played in TV in original sound with subtitles.
You
have been living in the Czech Republic for over twenty years. What is your opinion about the
political scene?
It’s a very tough question. To make
it short…the politicians could do so much better. Everybody involved in
politics should think of the country and well being of its people first and
then about themselves. Unfortunately it is happening exactly the other way
around.
Do you still
follow the Swedish political scene? What are the main differences?
In Sweden, everything is more regulated by the government.
It is not possible to get away with things that you can get away here. We have
our own political scandals, of course, but the laws are very tough if you make
a mistake as a politician, even in a small matter.
Many politicians
made it to the cover page of your magazine. Have you become friends with some
of them?
Well, friends is a strong word. I
have become acquaintance with some of them. I regularly meet with politicians
and entrepreneurs at conferences, various business events or seminars.
Not long
time ago, we had the first direct presidential elections. What do you think of
our new president?
I have met with president Zeman a few times before. He
is straight forward, quite well spoken and he is the choice of the people. Let’s
not forget this fact. I believe that he is one of the few politicians who
actually care for the country and the people.
What has been your
biggest reward for you over the years?
The fact, that Prague Leaders Magazine is well received
and respected by most people and the promotion of excellent PR for the Czech
Republic via our web page to many countries around the world.
Is there anything
you would have done differently?
Not really.
Are there other
publishing or related projects in your future?
Yes, franchise opportunities of the concept are on our
agenda.
What keys to
success can you leave for upcoming publishers and leaders?
Hard work, never give up, be positive and optimistic
even in bad times. But mainly, do not expect to get rich. Laugh.
Thank you for the interview.
Interview:
Hana Robinson
Photo:
Lenka Hatašová www.lenkahatasova.com
Location:
Hotel Radisson Blu Alcron www.alcron.cz
Publisher:
magazine Best of www.ibestof.cz
