THE STRATEGY OF ATTRACTING ADVERTISERS IN THE PRINT MEDIA

Abstract

The paper presents a case study of a strategies to attract advertisers in the print media on example of the daily newspaper "Vecernje Novosti" and public information within marketing department the “Novosti" company. Emphasis is placed on strategic planning, ways of attracting advertisers and results on annual level, as well as on the possible ways of placing ads in daily and on-line edition. Information necessary for the needs of analysis were obtained from the annual market research report and relevant literature in the field of media management. This daily newspaper was took as an example because of clearly defined target audience for print and online publications, but also because of various strategies for attracting advertisers that are in line with the clear target group of consumers. On that way the interests and readership of daily newspapers and advertisers is being meet, who can thus follow and the investment results in marketing company "Novosti". At the end of the article, after the conducted analyses, conclusions on work of the advertising units of the daily newspaper "Večernje novosti", are presented.