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Andraž Zorko

Partner and Director, Valicon, Slovenia

Andraž Zorko

About Andraž

Andraž Zorko, author of the RBB research model, is Partner and Director at Valicon. He is one of the most prominent media researchers in Slovenia and has been involved in media research since 1998. In 2002-2014, he was director of the National Research of Readership (NRB) and the author of the model after which the survey was carried out. In 2003-2007, he was a member of the WRRS Program Committee, the largest conference for print media. In 2003 he was rewarded for his contribution to the conference in Boston. He is a regular participant and lecturer on media research at conferences in Slovenia and abroad and at the Faculty of Social Sciences of the University of Ljubljana.

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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Many advertisers use incomplete or outdated data in their media planning, or they don't use them at all.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.

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