Aleksander Bratina is Director of Development at Slovenian newspaper and magazine publishing companies Večer and Večer revije. He started his media career in 1993 at Delo Publishing House, where he was responsible for marketing and public opinion research. His further career path was related to marketing development of media. After 11 years at Delo he moved to newspaper company Dnevnik and after the next 10 years to Večer. All this time he was closely tied to media research, both within the research department Delo Stik as well as in activities in professional bodies that were involved in national media research.
Emerald Hall, 29.11.2018 at 10:30-11:00
Media is dead. Long live the media!
Many advertisers use incomplete or outdated data in their media planning, or they don't use them at all. Therefore, media budgets are often distributed on the basis of obsolete data or subjective opinions. This is not a big challenge only for not-so-popular communication channels, but even bigger for advertisers who, consequently, misdirect their activities.
A new Readership and readers survey, one of the biggest studies on media consumption in Slovenia, clearly demonstrates that the reach of various media, not just print, is quite different from the advertisers' opinion. This presentation will showcase the reach of different target groups on different communication channels and reveal how "multi-channel" we actually are. Speakers will talk about some general misconceptions in the media market and what should be taken into consideration when executing your activities and media buying so they are based on real data.