Medijski brendovi i održivost lokalnih medija u Srbiji
Media Brands and the Sustainability of Local Media in Serbia
Apstrakt
Rad se bavi analizom poslovanja medijskih kuća na medijskom tržištu Srbije i opisom poslovnog modela zasnovanog na građenju medijskih brendova. U fokusu rada je građenje medijskih brendova te iznošenje konkretnih smernica za održivost medija u uslovima brzih promena i jačanja konkurencije. Konkretan cilj rada je razumevanje specifičnosti medijskih brendova, brend arhitekture medija i brend strategija, kao i trendova u oblasti. Velike medijske kuće u svetu i kod nas već više decenija primenjuju strategiju građenja medijskog brenda što im u značajnoj meri obezbeđuje konkurentsku prednost posebno u odnosu na male lokalne medije koji su po brojnosti dominantni u Srbiji. U radu se polazi od pretpostavke da je održivost lokalnih medija u Srbiji uslovljena mogućnošću izgradnje i upravljanja medijskim brendom. Stoga, identifikovani su ključni pravci upravljanja medijskim brendovima u cilju obezbeđivanja održivosti poslovanja medijskih kompanija. U posebnom delu opisni su rezultati deskriptivnog kvalitativnog istraživanja kojim je obuhvaćeno 16 lokalnih medija na teritoriji Srbije. Ustanovljeno je da su se uprkos delovanju većeg broja ograničavajućih faktora, gotovo svi posmatrani mediji su prepoznali značaj brendiranja i opredelili za strategiju ekstenzije brenda kako proširili svoje poslovanje i kako bi se održali na lokalnom medijskom tržištu.
Abstract
This paper presents an analysis of media business models based on brand development and its implementation by the local media outlets in Serbia. The main purpose is to better understand the development of media brands and the importance of media branding while identifying further directions for media sustainability in the dynamic and fast-changing competitive environment. The aim of the paper is to shed light on the specifics of media brands, media brand architecture, and brand strategies, as well as on the main trends in the industry. We base our analysis on the premise that the development and adequate management of media brands make an important driver of media sustainability. Thus, we propose relevant guidelines for media brand management for assuring media sustainability. The results of descriptive, qualitative research of 16 local media in Serbia are presented in the empirical part of the paper. In the discussion we argue that despite many limitations they have been facing on Serbian media market the observed media outlets with just one exception have recognized the importance of branding and have by now focused primarily on use of various extension brand strategies for sustainable business development.
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