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Strate ic Marketin ResearchPart of StrategicPuls Group and Member of ESOMAR
SURVEY ON PRINTED MEDIA MARKET
THE SURVEY WAS ORDERED BY:
This project was realized thanks to citizen of USA within USAID program of support
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania
o me a e a u es expresse ere e ong exc us ve y o au or an ey o norepresent the official attitude of USAID.
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INTRODUCTORY NOTES
Survey, the main results of which are contained in this report is the eleventh survey on readership
of printed media ordered by IREX, and realized by Strategic Marketing.
Survey objectives:
To track media consumption in general To ascertain readership of daily newspapers
To ascertain readership of magazines
ercep on o newspapers an magaz nes
Readers attitude towards local printed media
The main objective of this survey is to explore the habits in consumption of printed media, and
readership of printed media in Serbia.
Data presented in this survey are a combination of data obtained from AdHoc field survey and Print
Adex survey.
AdHoc Face to facesurvey on nationally representative sample of 1403 respondents
Continued surve on readershi of dail news a ers and ma azines Print ADEXon monthl
sample of 6000 respondents by telephone interviews.
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania2
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METHODOLOGY FOR AD HOC SURVEY
Ad Hoc survey
Size of realized sample: 1403 respondents
Face to face survey, in household, nationally representative sample
Population aged 14+
Urban and other settlements
Type of sample: three-stage random representative stratified sample
Fieldwork realized: from 26th May to 30th May 2008
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania3
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SAMPLE AND METHODOLOGY PRINT ADEX
PRINT ADEX
PrintAdex is an information base about ratings and presence of advertisements in printed media,which makes possible introspection and analysis of data on total costs and costs by variouscategories of advertising messages.
The basic components of PrintAdex are:
Data on readership of newspapers and magazines, obtained from random representative sample,collected daily on 250 respondents, or circa 6000 respondents on monthly basis.
.
These two sets of data are merged in unique software, which not only makes possible calculationof printed media ratings, but also a complete analysis of advertisements market.
, ,
Serbia
12-65 years of age
Urban and other settlements
Type of sample: three-stage random representative stratified sample
Continual
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania4
8/2/2019 Survey on Printed Media Market, June 2008
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StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania
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jun 2008.
How often do You watch TV, listen to radio, read daily newspapers and magazines, use Internet?
SURVEY ON PRINTED MEDIA MARKET CONSUMPTION OF MEDIA IN GENERAL
ase: o a arge popu a on
5%
90%
100%
24%
45%
70%
80%
87%40%
50%
60%
60%
31%
20%
30%
5%14%
0%
TV radio read daily newspapers read magazines use Internet
Every day 4 - 6 times a week 2 -3 times a week Once a week
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania6
Several times a month Once a month Less than once a month Never
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How often do You read daily newspapers and magazines and use Internet?
SURVEY ON PRINTED MEDIA MARKET CONSUMPTION OF MEDIA IN GENERAL
ase: o a arge popu a on
24%
17%21%
30% 31%
45%
21%
36%
24%
80%
90%
100%
Never
36%
30% 25% 36% 25%
84%78% 73% 74%
25% 22%50%
60%
70%
Rarely
Once a month
40%44%
22%23%
27% 23% 8% 5%37% 41%
17%
20%
30%
40%
Weekly (at least
once a week)
11% 10% 6% 7%12% 16%
4% 5%
8% 8%0%
10%
vine2003
ers2005
ers2006
ers2008
ines2003
ines2005
ines2006
ines2008
rnet2003
rnet2005
rnet2006
rnet2008
times a week)
Newspapers Magazines Internet
N
o
Newsp
a
Newsp
a
Newsp
a
Maga
z
Maga
z
Maga
z
Maga
z
Inte
Inte
Inte
Inte
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania7
Use of internet constantly increases!
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Average readership of daily newspapers
PRINT ADEX DAILY NEWSPAPERS
Average number of people who read daily newspapers. Slight increase of frequency of readership of daily newspapers
(bigger offer and increase of income, prize games, political situation)
36,0%
36,4%
2004
2005
2004.
2005.
35,3%20062006.
42.9%
38,3%
42,9%
2007
2008
2007.
2008.
Base: Respondents aged from 12 to 65 years
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania8
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During an average day, how much time a day (in minutes) do You devote to...
SURVEY ON PRINTED MEDIA MARKET CONSUMPTION OF MEDIA IN GENERAL
verage va ues; ase: o a arge popu a on
210Watching TV?
187Listening to radio?
52
47
Reading of dailynewspapers?
Readin ma azines?
119Use of Internet?
During one average day TV is watched for the longest time (3.5 hours on the average, radio -3 hours, daily
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania9
newspapers somew a ess an an our . ren s a mos comp e e y co nc e w ren s rom prev ous
surveys. It seems that habits in media consumption dont change quickly.
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Why dont You read newspapers? Why dont You read magazines?
SURVEY ON PRINTED MEDIA MARKET CONSUMPTION OF MEDIA IN GENERAL
u p e response; ase: respon en s w o on rea newspapers o arge popu a on
53%I am not interested in newspapers 48%I am not interested in magazines
20%
18%
17%
Newspapers are expensive
I don't like to read
I don't have time
25%
17%
13%
Magazines are expensive
I don't have time
I don't like to read
6%
1%
Newspapers are not objective
Not access ible, they aren't available in
my place
3%
2%
Magazines in Serbia lack quality
Magazines are not objective
1%
3%
6%
Newspapers in Serbia lack quality
DK/Refusal
Other
0%
11%
3%
,in my place
DK/Refusal
Other
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania10
ac o n eres an ac o me an money are mos requen y e reasons w y a y newspapers an magaz nes
are not read. In this wave newspapers are perceived as expensive, not only magazines.
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StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania
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Can You recall the names of some daily newspapers?
SURVEY ON PRINTED MEDIA MARKET DAILY NEWSPAPERS
Base: res ondents who ever read dail news a ers 76%of tar et o ulation
40%
16%
Blic
Veernje novosti
82%
65%
Blic
Veernje novosti
FIRST SPONTANEOUS MENTION - top of mind ALL SPONTANEOUS MENTIONS
10%
9%
8%
Politika
Press
Kurir
57%
49%
39%
Kurir
Politika
Press
3%
2%
1%
sa a
Alo!
Magyar Szo
Dnevnik - Novi Sad
20%
15%
13%
13%
Alo!
Sportski urnal
Danas
24 sata
1%
1%
1%
Sportski urnal
Danas
Gazeta
12%
11%
11%
Glas (javnosti)
Gazeta
Sport
1%
0%
0%
por
Pravda
Glas (javnosti)
Kurir Sport
11%
9%
6%
5%
Pravda
Dnevnik - Novi Sad
Magyar Szo
Kurir Sport
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania12
0%
4%
Other
DK/Refusal
1%
4%
Other
DK/Refusal
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Have You heard about these daily newspapers?
SURVEY ON PRINTED MEDIA MARKET DAILY NEWSPAPERS
u p e response; ase: respon en s w o ever rea a y newspapers o arge popu a on
97%
94%
Blic
Veernje novosti
95%
95%
94%
90%
83%
75%
Kurir
Politika
Press
Alo!
98%
94%
92%
Belgrade
66%
65%
60%
Danas
Sportski urnal
Glas (javnosti)
99%
97%
94%CentralSerbiatratum
Blic
Veernje novosti
Kurir
59%
57%
54%
46%
Gazeta
Sport
Pravda
24 sata 96%
91%
83%
Press
37%
34%
19%
Kurir Sport
Dnevnik - Novi Sad
Magyar Szo
88%
90%
83%
Vojvodina
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania13
1%
1%
Other
DK/Refusal
73%
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Readership of 5 daily newspapers with the highest average rating, by gender
PRINT ADEX DAILY NEWSPAPERS
Male readers are prevalent
newspapers in Serbia
The biggest gender-related
difference is recorded among
the readers of Kurira
The smallest gender-related
difference is recorded among
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania14
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Which of these daily newspapers do You (dis)like?
SURVEY ON PRINTED MEDIA MARKET DAILY NEWSPAPERS
47%Blic 29%Kurir
Like Dislike
26%
15%
14%
Veernje novosti
Press
Kurir
15%
10%
9%
Politika
Alo!
Press
13%
7%
Politika
24 sata
6%
5%
5%
Pravda
Sportski urnal
Gazeta
6%
6%
5%
Alo!
Sportski urnal
Gazeta
5%
5%
Glas (javnosti)
Veernje novosti
4%
4%
Magyar Szo
Sport
4%
4%
Danas
24 sata
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania15
3%
3%
Danas
Dnevnik - Novi Sad
4%
3%
Sport
Kurir Sport
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Is the following column important for You?
SURVEY ON PRINTED MEDIA MARKET DAILY NEWSPAPERS
10%
11%
68%
70%
Domestic news
Local news, news from your town
Unimportant Important
32%
18%
19%
17%
51%
53%
57%
59%
Sport
World news
Weather forecast
Economy, salaries, standard
33%
28%
31%
24%
39%
42%
43%
47%
Crime chronicle
Culture
Healthy life
Entertainment
47%
50%
37%
41%
25%
31%
35%
37%
Authorial texts, columnists
Recipees, cook book
Political analysis
Information about village
59%
46%
53%
18%
21%
23%
Readers' letters
Feuilleton
Classified ads
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania16
oca news are mpor an , as we as omes c news, nves men s an wea er orecas , en
world news. Interests of Serbian citizens arent changing.
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Interest of readers of daily newspapers in various topics
0.6
Readers of Politika are interested the most in culture and authorial texts, readers of Blic and Veernje Novosti are
interested in local information and domestic news, and readers of Press and Kurir in entertainment, Crime chronicle and
weather forecast.
CultureEntertainment
Healthy living
Recipees, cook book
Readers' letters
0.4
Crime chronicle
Weather forecast
TV program
Classified adsiWorld news
Authorial texts, columnists PRESS
KURIR
POLITIKA0
0.2
Polytical analyses
Sport
Local news, news from
your town
Economy - investments,
salaries, standard
Domestic news
-0.2
n orma on a ou v ageFeuilletons
VEERNJE
NOVOSTI
-0.6
-0.4
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania17
-1.2 -1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1 1.2
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Do You agree with the following statements?
SURVEY ON PRINTED MEDIA MARKET DAILY NEWSPAPERS
14% 64%I always thumb through daily newspapers if something important happens
Disagree Agree
20%
16%
48%
55%
Reading daily newspapers is a special fun
Our daily newspapers deal too much with scandals
43%
21%
39%
42%
If I had more money I would read more daily newspapers
There are also some objective daily newspapers in Serbia
53%
32%
24%
28%
I don't have time to read daily newspapers
Daily newspapers have more strict political attitudes than TV
78%
51%
10%
22%
I prefer news from Internet than from daily newspapers
Reading newspapers is unnecessary because all news are alreadyavailable on TV
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania18
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Strate ic Marketin ResearchPart of StrategicPuls Group and Member of ESOMAR
MAGAZINES
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania
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Average consumption of weekly magazines
PRINT ADEX PERIODICALS
In Serbia, 34% of population read weekly newspapers.
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania20
Base: Respondents aged 12 to 65 years
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Try to recall some magazines
SURVEY ON PRINTED MEDIA MARKET - MAGAZINES
u p e answers; ase: espon en s w o rea newspapers o arge popu a on
20%
7%
Blic ena
Svet
34%
24%
Blic ena
Svet
FIRST SPONTANEOUS MENTION - top of mind ALL SPONTANEOUS MENTIONS
6%
4%
4%
Scandal!
Gloria
Lepota i zdravlje
21%
12%
12%
10%
7%
Scandal!
Gloria
Lepota i zdravlje
Lisa
Bravo
3%
3%
2%
Lisa
Nin
Csaladi kor
6%
5%
5%
5%
4%
Nin
Revija 92
Blic Puls
StilStory
2%
2%
2%
Revija 92
Story
CKM
4%
4%
4%
4%
4%
Ilustrovana politika
Cosmopolitan
Joy
Bazar
Pla bo
1%
1%
1%
Joy
Bilje i zdravlje
Playboy
4%4%
4%
3%
Grand RevijaCKM
Vreme
Svet kompjutera
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania21
7%
31%
Don't know/Refusal
Other
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Are the following sections important to You in a magazine?
SURVEY ON PRINTED MEDIA MARKET - MAGAZINES
22%
19%
20%
54%
56%
56%
How to live healthy, popular medicine
Travels, foreign countriesMusic
Unimportant Important
35%
31%
28%28%
25%
43%
43%
43%44%
45%
Home decoration
News of local celebritiesLove, sex, marriage
Interesting history
FilmsTV program
31%46%
41%
39%
35%
33%
38%38%
39%
39%
40%
43%
World newsSports-football, basketball
Recipes, cookbooksFacial and body care
Political situation in Serbia
Dressing, fashion
46%
38%
42%
38%
34%
39%
34%
34%
35%
35%
35%
36%
Cosmetics make-uBuying guide
Upbringing of children
Political situation in the worldBooks
News from Hollywood, foreign celebrities
50%
46%
46%
49%42%
29%
30%
31%
31%33%
Photos of attractive girlsFitness, exercizes, gym, running
Diets
New technologies, computersPaparazzo photos
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania22
45%
51%
27%
28%
TheaterActors from TV series
,
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Interest of magazine readers in various topics
1,2
Love, sex, marriage...
Paparazzo photographs
Local celebrities
Fotographs of pretty girls
Car
TABLOIDS0,6
0,8
1
Political situation in Serbia
TV program
Foreign celebrities
Music
FilmsChild breeding
Ac tors
Sport
0
0,2
0,4
or new s
Political situation in the w orld
Popular historyTravel, foreign countries
Theatre
Books
Home decoration
Shopping guide
Fashion
Cosmetics
FitnessRecipees, cook book
Popular medicine
ew ec nooges
WOMEN'S MAGAZINES
POLITIKA
-0,6
-0,4
-0,2
Diets
-1,2
-1
-0,8
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania23
- , - , - , - - , - , - , - , , , , , , , ,
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How often does it happen that You pass a kiosk, or enter a shop without
intendin to bu a ma azine, and then You suddenl wish to bu it?
SURVEY ON PRINTED MEDIA MARKET - MAGAZINES
Base: Respondents who read magazines (55% of target population)
17%
49%
Never
Rarely
64%
34%Belgrade
30%
um -
Sum +
62%
33%
CentralSerbia
Stratum Sum -
Sum +
2%
4%
Always
Don't
76%
21%
Vojvodina
now e usa
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania24
Readers know in advance what they are going to buy at a kiosk, not many of them decide on the spot.
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In case You dont find a magazine You want, what do You do?
SURVEY ON PRINTED MEDIA MARKET - MAGAZINES
ase: espon en s w o rea magaz nes o arge popu a on
Don't
some other
magazine
24%You w ould quit
buying amagazine
5%28%
26%
34%
42%
31%7%
ryand
lower
You would buy som eother magazine
16%
20%
51%
28%
28%
4%
5%
Elem
enta
Seco
ndary
e/facu
ltyEducatio ou wou go o ano er
shop/kiosk to get it
You would quit buying amagazine
Don't know/Refusal
You w ould go to
another
60%15%
5%Colle
Pupils
and
stu
dents
it45%
Readers are loyal, they would search until they find the magazine they wanted. Impulsive purchase is not that frequent.
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania25
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jun 2008.
Imagine that You just came back from a shop or a kiosk with a purchased magazine. What is
it, most likely that You said to yourself when you left to the shop?
SURVEY ON PRINTED MEDIA MARKET - MAGAZINES
15%`I'm going to buy something to read `
(without knowing whether it is a
24%
9% `I'm going to buy`
6%
magazine or newspapers)
`I am going to buy a magazine - nomatter what kind` 16%
11%
25%
24%
ementa
ryand
low
er
s om e ng o rea(without knowingwhether it is a magazineor newspapers)
`I am going to buy amagazine - no matterwhat kind`
19%`I 'm going to buy a magazine of certainprofile` (for example, a female, male or
magazine about cars)
10%
18%
38%
17%Se
cond
ary
duc
ation
`I 'm going to buy amagazine of certain
profile` (for example, afemale, male or
40%`I'm going to buy one excat magazine
(You know the nam e of that magazine)
You didn 't even know you were going to
2%
16%
56%
10%
Colle
ge/fa
culty
magazne a ou cars
`I'm going to buy oneexcat magazine (Youknow the name of thatmagazine)
'15%
5%
buy a magazine, You remembered in
the shop
Don't know/Refusal
7%29%
43%
9%
andstud
ents
were going to buy amagazine, Youremembered in the shop
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania26
Pupil
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jun 2008.
Do You agree with the statements answers 4 and 5: partly and completely agree
SURVEY ON PRINTED MEDIA MARKET - MAGAZINES
73%
71%
I like to read humorous articles
Things I can't even afford to buy areoften advertised in magazines
74%
81%
62%
71%
69%
66%
It is very important that magazines Iread have interesting photos
Without good articles, a magazine iscompletely uninteresting and empty
It is very important that magazines Iread have ood des i n
71%
74%
71%
59%
57%
Elem
entary
andlo
we
I like to read humorousarticles
Things I can't even afford
65%
62%
62%
I like it when there is a g ift in amagazine
I like to make a treat for myselfocass ionally with a magazine
It is important that good journalists and
74%
54%
71%
65%Se
cond
ary
Education
advertised in magazines
It is very important thatmagazines I read haveinteresting photos
Without good articles, ama azine is com letel
62%
60%
55%
It is important that magazine is printedon quality paper
I like seeing nicely made commercialsin m agazines
I l ike an attractive cover ofa ma azine
77%
70%
83%
68%
Colle
ge/fa
culty
uninteresting and empty
It is very important thatmagazines I read havegood design
52%
50%
I borrow magazines from time to time
I don't regret giving even som ewhatmore m oney for a good magazine
I like to read political and analyst
81%
63%
74%
Pupils
and
stu
dents
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania27
articles in m agazines
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jun 2008.
Do You agree with the following statements?
SURVEY ON PRINTED MEDIA MARKET - MAGAZINES
12% 64%Ma azines are rett ex ensive here
Disagree Agree
36% 42%I would buy more magazines if I had more money
37% 37%Reading magazines is unnecessary because there are a lot more
interesting TV programes
55% 27%
Even if I were given a magazine as a present, I doubt I would have time to
We have never read magazines in our household, we are not used to it
47% 23%Everything written in magazines I can also read in daily newspapers
read it
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania28
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Strate ic Marketin ResearchPart of StrategicPuls Group and Member of ESOMAR
Attitude towards printed media
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania
8/2/2019 Survey on Printed Media Market, June 2008
30/40
jun 2008.
Have You heard of any local newspapers and magazines from your place of residence/region?
ATTITUDE TOWARDS PRINTED MEDIA
ase: o a arge popu a on
41%
57%
59%
ntaryan
dlo
wer
Yes
50%
No
50%61%
43%
39%
Elem
Seco
ndary
aculty
Education
Yes
No
33%
67%
Colle
ge
andstud
ents
Pu
pils
Local newspapers are not especially known, especially among people with lower education.
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania30
ATTITUDE TOWARDS PRINTED MEDIA
8/2/2019 Survey on Printed Media Market, June 2008
31/40
jun 2008.
Are daily newspapers/magazines here under the influence of powerful lobbies or
olitical arties rou s of individuals, or anizations ?
ATTITUDE TOWARDS PRINTED MEDIA
Base: Total target population
34%
66%
Elementary and
lower
45%
No
55%
66%
52%Secondary
College/facultyE
ducation
Yes
No
34%
66%
Pupils andstudents
Significant part of the population think that newspapers are under the influence of political parties and powerful
lobbies. Bad image of bias of newspapers and magazines is intensified compared with the year 2006.
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania31
ATTITUDE TOWARDS PRINTED MEDIA
8/2/2019 Survey on Printed Media Market, June 2008
32/40
jun 2008.
Under the influence of which powerful lobbies, political parties and groups of individuals are daily
newspapers/magazines?
ATTITUDE TOWARDS PRINTED MEDIA
Multiple answers; Base: Respondents who think that daily newspapers/magazines here are under the influence of strong lobbies or political parties (45% oftarget population)
30%
14%
8%
Political parties, politicians
Rich individuals, financially stronggroups
28%
13%
12%
10%
11%
Belgrade
Political parties,politicians
6%
6%
3%
2%
DS
SPS
31%
17%
5%
4%
4%
CentralSerbia
Stratum
Governing politicalparties
Rich individuals,financially strong groups
SRS
1%
40%
5%
Don't know/Refusal
33%
7%
8%
3%
1%
Vojvodina
DS
Those are mostly political parties, and rich businesspeople less.
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania32
j 2008ATTITUDE TOWARDS PRINTED MEDIA
8/2/2019 Survey on Printed Media Market, June 2008
33/40
jun 2008.
Do daily newspapers/magazines here report truly about political and national
issues?
ATTITUDE TOWARDS PRINTED MEDIA
Base: Total target population
Don't know
know/Refusal1% Mostly yes-allnewspapers
12%
17%
12%
29%17%
36%
ndlower
Mostly yes-allnews a ers
28%
11%
50%
47%
15%
25%
22%
16%
Elem
enta
ry
Second
ary
culty
Education Some newspapers yes,
others no
Mostly no-allnewspapers
Don't know
Some
newspapersyes, others no
42%Mostly no-all
newspapers
5%39%
16%40%
Colle
ge
ilsand
stu
dents
Pu
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania33
gn can par o arge popu a on n a some newspapers repor ru y a ou po ca an
national issues, and that some dont.
jun 2008ATTITUDE TOWARDS PRINTED MEDIA
8/2/2019 Survey on Printed Media Market, June 2008
34/40
jun 2008.
Are there any newspapers or magazines that intentionally launch false or untrue
information?
ATTITUDE TOWARDS PRINTED MEDIA
Base: Total target population
Yes
30%Don't know
38%
51%
20%8%
21%
Bbelgrade
29%
21%
14%
37%
CentralSerbia
Stratum
Yes
Both yes and no
No
Don't know
Both yes and
noNo
17%
16%
17%
50%
Vojvodina
Some print intentionally launch false or untrue information (in the opinion of almost one third of population).
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania34
jun 2008ATTITUDE TOWARDS PRINTED MEDIA
8/2/2019 Survey on Printed Media Market, June 2008
35/40
jun 2008.
Do newspapers/magazines publish misinformation because they are actually
mislead b their sources of information?
Base: Total target population
Yes, usuallysources are toblame14%
'
Don'tknow/Refusal
1%
16%
18%
14%
37%33%
Under 75
oldmemb
er
Yes, usually sources are,
journalis ts areto blame
15%
30%
11%
13%
19%
45%
47%
24%
76-150
More than150 m
eperhouseh to blame
No, usually journalistsare to blame
Both
Don't know
Both
40% 10%12%
34%
21%
43%
Refusal
Averageinc
Majority of population think that both sources of information and journalists are to blame.
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania35
jun 2008.ATTITUDE TOWARDS PRINTED MEDIA
8/2/2019 Survey on Printed Media Market, June 2008
36/40
jun 2008.
How important is it that newspapers and magazines have good editorial
comments, authorial articles and interviews with celebrities?Base: Total target population
4%
5%
8%
It is not important at all
Mostly unim portant
Sum -
10%
42%
Primary and
less
39%
52%
It is all the same, Ii don't know
Sum + 9%
56%Secondary
College,university
Education
Sum -
Sum +
19%
1%
Mostly important
It is very important
Don't know/Refusal
12%
42%
Pupils andstudents
It is important that newspapers and magazines have good editorial comments, author articles and
interviews with celebrities.
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania36
jun 2008.ATTITUDE TOWARDS PRINTED MEDIA
8/2/2019 Survey on Printed Media Market, June 2008
37/40
j
Do You ocassionally read newspapers or magazines from Croatia, BiH, Montenegro?
ase: o a arge popu a on
Yes
4% 2%98%
Primary andless
3%
10%
97%Secondary
College,Education
Yes
No
No
96% 4%
90%
96%
university
Pupils andstudents
Interest in magazines from neighboring countries is extremely low.
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania37
jun 2008.ATTITUDE TOWARDS PRINTED MEDIA
8/2/2019 Survey on Printed Media Market, June 2008
38/40
In case newspaper/magazine in Serbian actually had foreign ownership, how
would that affect You would You like to read that ress?
Majority of target population dont consider type of ownership as being of crucial importance for their
attitude towards newspaper/magazine.
11%
10%
Absolutely not
I mos tly wouldn't like that
20%
Belgrade
21%
63%
15%
Sum -
Iam indifferent, I don't know
+
25%
Central Serbiatratum Sum -
Sum +
11%
5%
I mos tly would li ke that
Of course, it is an advantage12%
13%
Vojvodina
1%I don't know/Refusal
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania38
jun 2008.ATTITUDE TOWARDS PRINTED MEDIA
8/2/2019 Survey on Printed Media Market, June 2008
39/40
Do You prefer to read newspapers and magazines written in Latin or Cyrillic
al habet?
Majority of the population does not mind the alphabet. Significant regional differences are observable.
11%
11%
22%
Only Cyrillic
Mostly Cyrillic
Sum -
24%
9%
Belgrade
64%
13%
It is all the s ame, I don't know
Sum +
27%
10%
Central Serbia
Stratum Sum -
Sum +
4%
1%
Mostly Latin
Only Latin
Don't know/Refusal
11%
23%
Vojvodina
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania39
jun 2008.
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40/40
THANK YOU FOR YOUR ATTENTION!
Contacts
Jasna [email protected] Tel: 011/3284-075, SMR
Marija [email protected] Tel: 011/3284-075, SMR
Dragan [email protected] Consultant
StrategicPuls Group
Serbia | Croatia | Slovenia | Bosnia and Herzegovina | Montenegro | Macedonia | Albania40