Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
Tatjana Novak is a partner and the director of Press Clipping, a leading agency in the regional market of clipping service, they collect and analyse data on behalf of their clients. Tatjana is our friend and business partner. I’ve been trying for a long time to interview her for the Portal. Her response was always to wait for something worth talking about: and here it is: the event Digital Stories, will be held at Crystal Hall in BTC Ljubljana on 12th of February starting at 13:30. It will be a meeting of Press Clipping with their business partners and potential partners. The stories will not be dedicated to Press Clipping. Three speakers, three charismatic personalities successful in their fields will recount stories from the world of new technologies and digital communications, their fields of expertise.
Media Marketing: What motivated you to organise the event Digital stories, what is the goal?
Tatjana Novak: We live in times where new information is springing up every second. We changed the way we do business and became dependant on new technologies that became an integral part of our lives. Information technology has developed so much that people haven’t got time for each other. The reason for the event is to meet our clients and those wishing to hear new stories or just to hang out with us and see for themselves who it is that selects and analyses information for them every day. We are a leading agency in media monitoring and analysis. It might sound pretentious, but I have in mind all the emotion we put into our work. Our main motto is people for people, new technology is a means to an end. We are aware that artificial intelligence might replace people, that will change the media monitoring service as well. Despite all the predictions I doubt that AI will totally replace people.
Media Marketing: It is all digital nowadays, isn’t it?
Tatjana Novak: People distribute different types of information. The main players in the market are also changing. The new generations live digital, they want it all now, have no time for others or long and in depth stories.
In Digital Stories we’ve combined the best and most interesting stories. In the short time we have we wish to give a sense of communication and knowledge. The aim of this mini conference is not to talk about Press Clipping and our services but to offer innovative information about the digital world that is constantly changing. Bottom line, each piece of information has a creator, its channel, its audience and an influence.
Some information manipulates, some inform and some inspire us to learn something new or simply buy something new. Diversity is always welcome and is essential for success, we also want to keep on evolving , Digital Stories are just a small part of our client communication strategy.
Media Marketing: What will the stories be about and whose telling them?
Tatjana Novak: The key messages of our speakers are secret at the moment, but I am sure every participant will hear and learn something new. Our speakers are charismatic, successful in their fields, they have a story to tell about new technologies and digital communication, the world in which they create.
They follow and set trends, they inspire and motivate by their example. Dejan Rogljič, Ana Keglovič Horvat and 6pack & Nika Čukur change environments in a positive way thus creating success for those working with them.
Media Marketing: What are the benefits for those who decide to attend Digital Stories?
Tatjana Novak: Next year will be the 25th anniversary of Press Clipping. Back then, Bostjan Vilcnik, my business partner and I started our business journey together. I never dreamt that it would require constant investment and changes, from scissors, fax machines and scanners to voice recognition technology and interconnectedness of artificial intelligence and online forensics. All these processes were demanding and needed ongoing education for our employees, management, sales and day to day operations alike.
To be on top of your game in this time of technology you have to have heart. We started an annual campaign “We are your blue heart!” That is the motto of our team’s success. Both Bostjan and I sacrificed a lot, borrowed money, travelled and studied… We invested in a Slovenian and a Croatian office, we have connections in BiH and Macedonia. We attempted to start a business in Serbia, unfortunately we couldn’t implement our work ethos and standards there, so we decided to work with partners in Serbia and Montenegro and 130 countries world wide where we gather information for analysis .
The issue is what are clients interested in and how much they are willing to invest into it. Press Clipping represents knowledge and technology needed to gain it. Each new story, each new client have their own strategy and we adapt accordingly , we always do our best for our clients, they recognise our efforts and appreciate our knowledge and skill and our heart. We started planning for a new technological innovation with our Japanese partner, I will be able to talk more about it in years time.
Media Marketing: The meeting with your clients and those who wish to be is free of charge?
Tatjana Novak: It is free of charge. Anybody wishing to find out more about information gathering and analysis is welcome.
Media Marketing: What new at Press Clipping, any new services for your clients?
Tatjana Novak: Although we could have purchased off the shelf software solutions ten years ago we decided to come up with our own solutions we can add to if needed. We are not aiming for perfection, our goal is quality and a personal approach with each client. We are facing new upgrades in digital and new ways to absorb information. World trends depend on the youth and new business generations.
Unfortunately, youngsters are leaving the region. We still depend on print because a lot of our people still use it, I envisage print still being around for ten or more years because of this audience, they represent a target audience for communication.
We will continue to develop and improve digitally. There are many applications, the question is how many of them are in everyday use. I am certain that Press Clipping save our clients money and time. The only difference is price, the key issue is how much you are prepared to pay for the information analysis, information that is a key factor of any strategy or the estimation of the quality of your work in media, on all media platforms.
If we wish to survive in this industry, we have to keep on learning and investing, it is what modern times require, business practices are changing and we need to adapt accordingly.