Dětský časopis Punťa – cesta k úspěchu
Punťa: The Story of a Successful Children’s Magazine

Summary/Abstract: In this article the two authors focus on the magazine Punťa, which was published from 1935 to 1942 (as a monthly, beginning in 1936, and then twice monthly beginning in 1939). Punťa has been largely neglected by scholars, yet in its days it was a highly popular and inluential magazine, comparable in its success to the later far more researched magazine Mladý hlasatel (Young Herald). In this article the authors propose answers to the questions of why and how Punťa achieved this success amongst magazines for readers between 6 and 12 years of age. They examine in particular the marketing strategies of the Rodina publishing house, which produced the magazine. They look primarily at phenomena that may relate to contemporary trends – namely, a fascination for the medium of ilm, the cult of celebrity, and the beginnings of merchandising, in recognizing children as an important market to whom they could ofer goods and entertainment. They also consider international contexts and analogies in the area of entertainment and magazines for children.

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