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 Opinion

Robert Čoban: How “media racket” became the everyday life of our agencies, media and advertisers

We are living in an atmosphere of a cheerful party on the Titanic, unavoidably rushing towards an iceberg

22/07/2016
in Opinion
5 min read
Robert Čoban: How “media racket” became the everyday life of our agencies, media and advertisers

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Robert Čoban, President, Color Press Group, Novi Sad

A speech that the history will remember as We Shall Fight on the Beaches, was held by Winston Churchill in the British Parliament on 4 June, 1940, at the moment when it seemed that Hitler will stop at nothing in his quest to conquer Europe.

“We shall go on to the end.
We shall fight in France,
we shall fight on the seas and oceans,
we shall fight with growing confidence
and growing strength in the air,
we shall defend our island, whatever the cost may be.
We shall fight on the beaches,
we shall fight on the landing grounds,
we shall fight in the fields and in the streets,
we shall fight in the hills;
we shall never surrender!“

That same night Churchill’s speech was read on the BBC Radio, and within 24 hours it was heard by hundreds of millions of people throughout Europe and the British colonies, from the Caribbean to Hong Kong. Sixty years before the advent of social networks, a powerful message, a powerful content, set in the right context, achieved that it was heard by an entire planet in an instant.

For the #Digital2016 conference, which will be held this year in Belgrade on 15 and 16 September, I’m preparing a presentation under this name, on the topic of how our politicians use social networks.

On how it’s used by the politicians, you’ll see if you come to the Digital, and how social networks are used by advertisers and media agencies in the region is a completely separate story, to which I will devote a few lines right here. How, then, today in Serbia and other countries of the region companies fight for customers of their products and services, and how media and PR agencies fight for the “prestige” of their clients?

Let’s start from the fact that apart from a few cases in which social media were dominated by stories like the infamous Trivit Affair, and despite the high penetration of the internet, Twitter and Facebook – the things that happen under the table in the so-called traditional media have a far greater impact on the clients and the agencies.

Yes, I’m talking about the media racket. The one that in Serbia – and I hear our neighbors are not far behind – has almost completely domesticated in part of the daily press and some portals. Examples are many. All know of them, and no one speaks of them publically, because there are too many players on all three sides involved in these Bermuda Triangles, as they are called in Belgrade.

Thus, for example, the national tourism organization of a great country entrusted its whole year’s media budget to a certain agency which – except for OOH – focused it exclusively on just two daily newspapers – which has (of course?) caused a reaction of several other dailies. Thus, in the key pre-season months (February, March, April), we daily read about bombs, terrorists and empty hotels in the said country. The entire anti-campaign has resulted in the information that the number of sold arrangements for this country was five times lower than last year.

Then, a few days later, on one portal appeared a series of articles about another tourist country where sharks eat people, which is threatened by an earthquake “that will take 6,000 lives”, that feces are floating in the sea… The cause was – you can assume – similar! We shall fight on the beaches, said the media who were denied budget they expected to the “disobedient countries”.

In the meantime, clients are threatened by “disturbing stories” of their service users who had been deprived of a liter of fuel at some stations, they were charged a higher interest on their VISA card, or “Jovica from Batočina found a worm in his chocolate”. Immediately appears a PR agency as a mediator, ready to “clean up the crisis”, and, in most cases, some money finds its way to the accounts of the media who had started the hunt, and the things calm down – until the next opportunity.

A marketing director of a large company five years ago complained to me about the racketeering of certain media, with a side note: “Our position is that we do not negotiate with terrorists.” It was then an exception. Today it’s a rule! She then received threats that news will be published how bees in a village near Smederevo drank the juice that the company sells, and then began to sting people. “Aren’t bees usually attracted by sweets, and don’t they usually sting people?!? That’s their sort of a job…” I thought then. Today I realize that this model now reigns supreme. Today in the region it’s easier to get money with a gun in your hand and ha stocking on your head, than with creative and read / listened / watched media products.

Colleague Žarković once wrote that summer is a part of the year when nothing happens, so the media write about the “shale oil” that will revive Serbia, “the mouse in a beer” and similar seasonal nonsense. Today, the “mice in beer” can be found throughout the year, and the summer has become more dynamic than the “death-rattle spring”, both on the global stage (terrorist attacks, coups, Brexi …) and at home (the prime minister that never sleeps, organizing exhibitions, solving problems of “the little man”, but has not yet composed the Government, so everyone is in “quiet suspense”).

A few weeks ago I tried to explain to people from a foreign company why this is so, and how it didn’t happen so much a few years back. The answer is simple: Real money in the market is dwindling, and “players” are still too numerous. There are too many national TV broadcasters in the era of hundreds of cable channels, YouTube and other time-shift options. There are too many daily newspapers, magazines and portals – in the era of social networks and consumers who expect information in an instant…

Report of the Serbian Council for Combating Corruption from half a year ago shed light on another truth about the media scene here. In the past four years, the media in Serbia got more money from various governmental and quasi-governmental sources (non-refundable loans of various state funds, competitions, public companies, ministries…) than from commercial advertisers. Then we read in other media how “some also get big money from the EU” to write “against their own country.”

All in all – the Republic of Serbia, Bosnia and Herzegovina (and Rebublika Srpska), Croatia, Vojvodina Province (counties, cantons…), local governments, the EU, foreign foundations and the media racket – these are today the major sources of income of a good part of the media in the region. These! And not the ads of commercial clients.

This situation suits a sizeable part of actors in such a scene on all three sides (media, agencies, marketing departments of companies). Money is flowing, fees are being taken, an occasional summer and winter vacation is taken, lunches are had in sushi bars… An imitation of life and staging of the market is in play… It is, however, the atmosphere of a cheerful party on the Titanic, unavoidably rushing towards an iceberg. It’s only a matter of days when the orchestra will start playing Nearer, My God, to Thee.

Tags: agenciesClientsColor Press GroupMediaPR
ShareTweetShare

Related Posts

DigitalK 2015, 21 May 2015, Sofia, Bulgaria. Image ©Dan Taylor/Heisenberg Media - http://www.heisenbergmedia.com/
News

21st SEMPL: There’s no place for magic in the comfort zone

05/06/2019
Interview

Mario Lovrić, Managing Director UM Zagreb: Key to agency-client relationships is mutual trust

03/06/2019
News

Jeffrey Katzenberg named Cannes Lions Media Person of the Year 2019

28/05/2019
Interview

Srđan Đurđević at Direct Media Academy

21/05/2019
News

Time for action!

15/05/2019
News

Festival of Media is bringing the biggest global brands on the catwalk

14/05/2019
Next Post
We can absolutely predict a viral hit

We can absolutely predict a viral hit

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.