PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
Media-Marketing.com
  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
No Result
View All Result
Home Diary

Diary of a Methuselah #85: More blood, more wars, more killing, more political and economic crime, kidnaps, rapes, fights, traffic accidents, family violence, adultery, divorces, hunger strikes…

It’s the only thing people loves to read. Well if they love it – let’s give it to them. Newspapers have to sell. The better the circulation, the better the ad sales, and at a better price

20/09/2017
in Diary
4 min read
Diary of a Methuselah #84: Has advertising turned into elite prostitution?

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Ekrem Dupanović

After the breaking news article “Who swindled Sarajevo Brewery with this?”, which we published on Thursday, 7 September, I now fully understand the daily papers (and the other media who followed their example), why they govern their editorial concept with the notion “the worse the better”! On 7 September, our portal was visited by 15,600 people. A record we will not break for a long time. And we don’t want to raise the readership with this kind of news. We don’t sell clicks like the newspaper publishers who sell the circulation of their daily newspaper and weekly magazines to advertisers. Still, there was an effect. Of these 15,600 people, most of whom visited the portal for the first time, some of them subscribed to the newsletter so our visits have recently tripled in size and stabilized there.

More blood, more wars, more killing, more political and economic crime, kidnaps, rapes, fights, traffic accidents, family violence, adultery, divorces, hunger strikes… it doesn’t matter – even fake news are in the mix. That’s the only thing people like to read. So, if they love it, let’s give it to them. Newspapers have to sell. The better the circulation, the better the ad sales, and at a better price. Journalists have drowned into the “blackness”. That’s why the negative mentality has formed in the minds of the readers. The fear of everything and anything has creeped up into their brains. And when a person is afraid, they spend less – saving the money for rainy days. And so the advertisers are cutting the branch on which they sit. By advertising in newspapers they actually support the spread of fear and thus directly affect the reduction in sales of their own products.

But this isn’t the invention of current times. That’s how newspapers were born in the first place.

In the thirties of the nineteenth-century, publishers still didn’t know about the source of revenue we now call advertising. In the then New York – a city with just over a hundred thousand inhabitants – the total circulation of daily papers barely reached several thousand copies. Newspapers were issued by political parties, interest associations, wealthy industrialists, and some enthusiasts whom we could describe as print bloggers. They didn’t make money from these magazines. They were primarily interested in political influence and social prestige.

Ordinary citizens didn’t care much for the daily papers. For them, they were too expensive, they didn’t have time for reading, they couldn’t see themselves in the political and literary discussions of the higher social layers. In addition, print enthusiasts Benjamin Day was convinced that great market opportunities lie in magazines. He wasn’t interested in politics, certain groups of merchants and businessmen. He wanted to sell magazines to ordinary people of New York, and to earn as much money as possible doing so. The first issue of the New York Sun was dedicated to suicides. Every day, he published new stories of crime, murder, divorce and fates of ordinary citizens. To cover the black chronicle, he employed first professional journalists who spent the entire day speaking to the police, sitting in courts and recording rumors at locals and restaurants. He boosted circulation with fictional stories, among which the most famous was the 1835 article about the life of the Moon, which was falsely attributed to the most famous astronomer of that time, John Herschel. The readership of his magazine grew larger and larger, and soon the first advertisers started to advertise with Day, who smelled profits in his daily newspaper. Among the first came a pharmacist who began to advertise his mouthwash … And so it began.

We recently watched the direct broadcast of the boxing match of the century from Las Vegas. One retired boxer and one debutant fought in a match that turned around $1 billion from sponsors, television rights, and ticket sales. Again – sponsors who funded the opportunity for viewers to see a fight with a lot of blood. And not just sponsors, but local advertisers as well. Television stations purchased expensive broadcasting rights and sold advertising inventory to their local advertisers. Everything goes in circles.

One of the greatest thinkers of today, Dr. Edward de Bono, spent two years trying to convince United Nations Secretary General Kofi Annan to convene a Security Council session that would adopt a resolution that will compel all daily newspapers to publish at least one page of positive news. That persuasion lasted until UN ambassadors said they were not the right address for it, but their foreign ministries from which they receive instructions to vote at Security Council sessions. De Bono gave up when he realized that politicians would never support his proposal. It also suits them to keep their peoples in constant fear because it makes it much easier to manipulate and control them.

My freedom and the freedom of my associates has no price. We do what we love and we try to do it the best we know. The excitement I feel when I open a blank folder for Media Marketing at 5 o’clock in the morning, and I know it needs to be filled in during the day, is invaluable. Today again I have one piece of news from the advertising industry that would attract 15,000 more visitors, but we will not post it. If we get hooked on that, we’ll soon become an AD tabloid, and that’s not our goal. The advertising industry cannot grow on scandals, but on examples of good practice, successful creatives and brilliant creative ideas.

We won’t do it, even if no one ever buys a banner from us.

Tags: Diary
ShareTweetShare

Related Posts

Dukat and agency Švicarska create a digital ad that changes depending on the time of the day
News

Statistics: Dukat and Švicarska; column by Ivan Stanković; Bruketa&Žinić&Grey – Višnja Pevec’s great comeback; Mercator; and column by Andrea Štimac round up the Top 5

03/08/2018
Diary of a Methuselah #104: I don’t want to trade influence. I believe that would be the shortest path to destroying all that I’ve built, and many friendships that I nourished for years
Diary

Diary of a Methuselah #104: I don’t want to trade influence. I believe that would be the shortest path to destroying all that I’ve built, and many friendships that I nourished for years

20/03/2018
Diary of a Methuselah #95: How to sell yourself?
Diary

Diary of a Methuselah #103: A million dollar question for Ilija Brajković – do you know what Facebook and Google are?

19/03/2018
Diary of a Methuselah # 100: The diary of a Methuselah has become a cantilever by which the importance of some information and their confidentiality is weighted
Diary

Diary of a Methuselah # 100: The diary of a Methuselah has become a cantilever by which the importance of some information and their confidentiality is weighted

20/02/2018
Statistics: January 2018 saw second biggest readership on Media Marketing in its history, with Mikser House and Sarajevska pivara dominating attention
News

Statistics: January 2018 saw second biggest readership on Media Marketing in its history, with Mikser House and Sarajevska pivara dominating attention

02/02/2018
Diary of a Methuselah #95: How to sell yourself?
Diary

Diary of a Methuselah #99: Australian Open finale – HTV marketing department, media agencies and advertisers all failed this test of maturity

29/01/2018
Next Post

Young Leaders – Miloš Opačić: I think that we live in the best age of advertising!

Media-Marketing.com

2011-2020 © All rights reserved.

Portal Media-Marketing.com

  • About us
  • Marketing
  • Impressum
  • Contact
  • Terms and Conditions
  • Privacy Policy

Social Media

  • News
  • Topic of the day
  • Interview
  • Opinion
  • Diary
  • Young Leaders
  • Three questions
  • Media Marketing
    • About us
    • Marketing
    • Impressum
    • Contact
    • Terms and Conditions
    • Privacy Policy
  • Advanced search
  • en English
  • bs Bosnian

2011-2020 © All rights reserved.