In the first episode of this year’s SoMoCast, moderator Nikola Vrdoljak hosted Marko Matijević, the owner, director, and editor-in-chief of Pametna Kuća, a media group behind popular niche portals such as Srednja.hr, Mirovina.hr, and Bauštela.hr. During the conversation, Matijević shared his experiences in developing these specialized media outlets, the challenges he faces, and the innovations shaping the future of media in Croatia.
Beginning in the Media World – From Student Project to Professional Journalism
Marko Matijević began his journalism career with the project Drugačije.hr, which he started during college as a reaction to the lack of support for student media. “Drugačije.hr was my first attempt at creating media. Although it didn’t last long, it was extremely important as it marked my first entry into the media world and gave me a firsthand look at how the process works,” says Matijević.
After a few years, he realized the need for quality content aimed at young people in Croatia, but in a way that was accessible and relevant to them. This led to the creation of Srednja.hr, a portal focused on topics related to education and youth life, but over time, it expanded its scope to include a broader readership, including parents and professionals in the education sector.
“In the beginning, I thought Srednja.hr would attract only students, but we quickly realized that a wider audience was following our content,” emphasizes Matijević. This was the moment when Srednja.hr began its path to professionalization and expansion, moving from a volunteer project to a serious media outlet that today attracts hundreds of thousands of visitors each month.
Understanding the Audience – Key to Success
Matijević highlights that one of the main reasons for the success of Srednja.hr and other portals in his group is the ability to understand and follow changes in audience behavior. “All of us in the media must know who we are addressing, on which platform, and with what content,” explains Matijević. Their adaptability has proven crucial in a time when digital platforms like Facebook, Instagram, and TikTok are changing the way people consume information.
He particularly notes that Facebook was crucial in building their audience initially. “Srednja.hr probably wouldn’t exist without Facebook,” admits Matijević. However, today things have changed, and reaching the audience via social media has become increasingly challenging due to algorithm changes and content saturation.
Innovative Monetization Model: Earning from Memes
A relatively new model in the Croatian market is earning from memes. “As far as I know, Pametna Kuća is the only media outlet in Croatia that generates revenue from memes,” Matijević pointed out, explaining how social networks, especially Instagram, have become a key channel for advertisers looking to reach younger audiences.
Brands recognize the value of this form of communication and use memes as a tool for informal and fun connections with their target audience. Pametna Kuća offers brands the opportunity to purchase ad space within popular memes, combining authentic content with advertising messages in a way that is adapted to modern trends in digital communication.
Digital Challenges and Competition
One of the biggest challenges for niche media, according to Matijević, is competing with large tech platforms that dominate the advertising space, such as Google and Facebook. “Google Discover today brings huge traffic to media outlets, but at the same time, we are very dependent on their algorithms,” says Matijević, explaining how he has faced traffic drops several times due to changes in Google’s algorithm.
Although digital platforms bring advantages, Matijević also highlights the problem of unfair competition from influencers who often do not adhere to rules regarding the disclosure of sponsored content. “Influencers post promotional content without clearly indicating that it is sponsored, which is unfair to both media outlets and users,” he emphasizes, adding that such practices should be better regulated.
Challenges and Opportunities in Monetizing Niche Media
Niche media, such as those run by Matijević, face challenges in monetization in the digital age, where most media revenue relies on advertising. “Programmatic advertising is an important part of revenue, but we can’t rely solely on it,” says Matijević, explaining that Pametna Kuća uses a combination of different revenue sources, including direct sales, native advertising, and video production.
He is particularly proud of the success of their video department, which produces original content. “We strive to create our own video stories, not just relay news from mainstream media,” says Matijević. This approach attracts clients looking for creative and authentic campaigns, providing an additional source of income for the media group.
In addition, Pametna Kuća is developing its conference sector, organizing events that bring together stakeholders from the education and construction sectors, further expanding the influence network of these media outlets. “Conferences are great not only as a revenue source but also as a way to strengthen the brand and connect with key people in the industry,” Matijević explains.
Opportunities and Future Development
When it comes to the future, Matijević is optimistic but emphasizes that the further development of media will depend on the ability to identify niches that are still underserved. “There is a lot of space on the Croatian market for new specialized portals. For example, there is a lack of a serious portal dedicated to healthcare that would cover the funding of hospitals, the pharmaceutical industry, and the like,” he notes.
He also emphasizes the importance of investing in people and a quality organizational structure within the company. “I realized that it’s not enough just to produce quality content. It’s important to develop people within the organization, delegate tasks, and build a team that can continue to work even when I’m not a key part of the process,” emphasizes Matijević.
The Impact of Artificial Intelligence and New Technologies
Artificial intelligence (AI) is already changing the way media works, and Matijević believes AI will be a useful tool that will make daily tasks easier for journalists. “AI can help in creating headlines, analyzing data, and speeding up simpler tasks, but I believe that the human factor remains crucial for creating quality content,” says Matijević.
Although there is concern that AI will generate huge amounts of low-quality content, Matijević believes this will open up opportunities for media that offer quality. “In a world where more and more mass, low-quality content is being produced, quality will be recognized and appreciated,” he concludes.
If you’re interested in learning more about how niche media can succeed in today’s challenging environment, check out the first episode of SoMoCast. You can follow all the news about this year’s edition through the SoMo Borac newsletter, website, and SoMo Borac Facebook, Instagram, and LinkedIn. While waiting for the latest information on what the organizers are preparing this year, listen to last year’s talks on the YouTube channel.
