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  • 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

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  • 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

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    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

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Diary of a Methuselah #98: I’m done with Mikser and Pivara

Every day we receive news which could increase our readership five-fold with the right title, but that wouldn’t be us then

17/01/2018
in Diary
4 min read
Diary of a Methuselah #95: How to sell yourself?

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Ekrem Dupanović

Recently we have had record-breaking numbers of visits to the portal thanks to the texts on Mikser Sarajevo and Sarajevska Pivara brewery. If we were to emulate the practice of other media that, when they get their hands on topics that stir so much interest, we would stretch this soap opera like a chewing gum, for days. But we don’t want that. We don’t care about attracting readers with such articles.

We don’t sell clicks to our advertisers, but the integrity of the most relevant portal in the regional advertising industry. At the PR DAYS MOSTARIENSIS conference, which was held less than two months ago in Mostar, Professor Božo Skoko had an excellent lecture on this topic. His advice to advertisers is not to advertise on the most visited portals, but on the portals that are relevant to their target group, no matter what their visit ratings are. In his presentation, Skoko has listed several examples of how to achieve huge amounts of clicks on texts, and to say nothing in those articles along the way. First and foremost, he noted the headlines that have nothing to do with the content of the text. We do not need this.

Our mission is to contribute to the development of the advertising industry in the Adriatic region, to promote creativity, successful campaigns and successful advertising people. Slowly but surely, we have built our position of the most relevant media in the advertising industry over the past six years, and we do not want to ruin that.

Every day we receive news which could increase our readership five-fold with the right title, but that wouldn’t be us then. Nor would we keep about five thousand readers who regularly follow content on our portal and whose number is slowly but surely growing. They are not interested in sensational hearsays.

While writing this text, I received a call from Almir Kurt Kugla, Art Director of the now closed Mikser House in Sarajevo, and asked if I would do an interview with Ivan Lalić, director of the former Mikser House. I said I would do it very gladly, to clarify everything that happened to Mikser in Sarajevo, and find out who was guilty of what happened. Our goal is the truth and only the truth, nothing else. If Sarajevo and Sarajevans are to blame, let’s see how we can fix it. So the title of this Diary may not be correct. We might write some more about Mikser. As for the Sarajevska Pivara, it also may not be a closed story, if the Sarajevo Cantonal Prosecutor’s Office still makes the decision to press criminal proceedings against me and bring me to court.

Over the last few days, I’ve received dozens of messages of support and readiness of people to help me if it comes to trial. Robert Petković offered to do the analytics and everything else I need in that sense. Kamilo Antolović offered to appear in court as an authorized court expert for advertising in Croatia, to prove to the court that in this case there were acts that warrant punishing, but not on my side. My friend Edvin Jurin also offered help … I received most messages of support from people I don’t even know. Thanks everyone. But I have to say that all this seems like a bad prank to me, but still, it’s nice to know you have friends. Friends in need are friends indeed.

In addition to Mikser and Pivara, these days we had very well read articles about the most successful campaigns in the past year, Croatia je Hrvatska as the most successful event of 2017, and the texts about the ranking of the most successful agencies and advertisers. That is what we are particularly pleased about. For the first time we dared to make the rankings of campaigns, agencies, and advertisers based on their performance at festivals. We were aware that these are very serious matters, and that we are taking on enormous responsibility. Still, the risk was reduced to a minimum because we had all the results from the national, regional and international festivals. We ranked the festivals by value, and then we ranked awards that festivals, and finally assigned ranking points. In some cases we also included a bit of common sense, because maths doesn’t always produce accurate results. I was expecting there would be reactions and resentments that we made a mistake somewhere, but we didn’t receive any remarks – none. The fact that there were no objections tells us we did a good job and that 15 days of intense work was not in vain. At the Slovenian Advertising Festival, to be held in Portorož on April 12th and 13th, Slovenian Marketing Magazine will announce its B-Report, its list of most successful campaigns, agencies and advertisers in the Adriatic region for 2017. I’m impatiently looking forward to see their ranking list and whether we agree or disagree in some things.

And again, as I was writing this text, I received news that Brigada has won yet another international award for their exhibition Croatia je Hrvatska, which will be handed to them on Saturday in Paris. I can’t say anything else on that matter at this time, but on Saturday or Sunday you can expect some breaking news.

17 January 2018

Tags: DiaryEkrem DupanovićMikser HouseSARAJEVO BREWERYSARAJEVSKA PIVARA
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