CASE STUDY Pfizer's PR campaign „Openly about sex“ - PRO.PR

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Milica Milić, Head of Public Relations Colour Press Group Serbia Contemporary man cannot imagine mornings without buying newspapers from the newsstand, and senior citizens and housewives relish the newspapers stories on current events in politics and showbusiness. We are aware that absolutely every piece of news, every law, every promotion and event appears first on the Internet, especially so because there are specialised services such as “BIZ me”, business information zone (http://www.bizme.co.yu) or PR newswire for journalists (http:// media.prnewswire.com), but we wonder why it is exactly that people wait to read the news about the Kosovo status issue, the name of the new British Prime Minister or the weather forecast from newspapers. The web site of TANJUG (Telegraphic Agency of the new Yugoslavia, started on November, 5th 1943), today the National News Agency of the Republic of Serbia, is visited at least once every day by any serious journalist. It is available to everyone, as are the web sites of all daily and periodical publications, and hence one has to wonder: What’s the catch? Why are printed publications sold in so many copies even today, and furthermore, why do new ones appear quite so often? Of course, there are people who don’t have the benefits of the Internet or cannot use a computer; financial, and accordingly, technological possibilities in East European countries are far from impressive; and there are still many other reasons that account for printed publications being constantly on demand. Nevertheless, I believe that one of the main reasons lies in a need to keep the tiny rituals that beautify our lives alive. If we could exchange morning Challenges in Serbia’s publishing market Although the impact of the printed media had been predicted to decrease radically by many, and the drastic rise of electronic ones had been expected, this hasn’t happened; even following the occurrence of various transformations connected with society and culture. home-made coffee for “Coffee to go” and the Internet news, we would simply lose the reputation of true Balkan hosts. Let alone if your neighbour were to drop in for coffee, and you offered him a plastic cup instead of a ceramic one, and if he showed interest in the new Government members and you offered him a laptop in place of a newspaper; this man would never grace your doorstep again. However, demand varies if target readership and its potential aren’t defined and measured, and consequently publishing mishaps and loses are likely to happen. If we looked even further in an attempt to enumerate all the publications that have been extinguished in the territory of the former Yugoslavia since 1945, we would need an ample study to cover it. Some of the above mentioned were publications with decades’ long traditions (“Politika Ekspres“, “Duga“, “TV Revija“, “Praktična žena“), while others were terminated after only several issues (“Pečat“, “Arena“, “Fleš“...). Additionally, some are licensed publications of big brands in the publishing world (“Gioia“, “T3“, “PC Magazin“, “Lisa Moje dete“...) that were successful in several dozen other countries, but in Serbia - no! Starting a private publication during the Socialist Era was legally and technically impossible, even in the liberated version of Socialism that we in Yugoslavia had. Printed media were started only within big, nationally-owned publishing houses such as “Politika”, BIGZ and “Borba” in Belgrade, “Vijesnik” in Zagreb, and similar media mastodons with socialist orientations in the capital cities of all Yugoslav republics. The second level was comprised of regional and local newspapers with local self-administration, whilst the third one consisted of numerous editions published by different citizens’ unions ( writers, pigeon-breeders, numismatists…) and other members of the SSRNJ (Soc-union). Perhaps the only exceptions were the media owned by the church (“Pravoslavlje”, “Glas koncila” and the like), but these were cases of powerful organisations with big, flexible budgets, ready to deal with negative financial balances for years. Throughout the years, even decades, hundreds, maybe thousands, of publications were on the market in the Socialist Federal Republic of Yugoslavia; some of them with circulations of 300-400,000 (for instance, “Arena” from Zagreb, and “Nada” from Belgrade during the eighties), some of them with continuous negative balances and so used the means of some of the larger budgets. The advantage of this era was a large market of 24 million inhabitants of the Socialist Federal Republic of Yugoslavia, who spoke similar, mutually understandable languages. Additionally, one might include about a million of our citizens living in diaspora - namely the geographically “available” (Western Europe) diaspora - and, all in all, it really was a respectable market entity. Also an advantage was the considerably higher purchasing power of an average consumer than nowadays.’ The “Color Press Group” publishing house was founded 15 years ago, and today owns publications with notably wide circulations and attractive international licences. It is irrefutable that we are one of the biggest and most successful publishing houses in the territory of South Eastern Europe, but we have made certain errors in judgment as well. BROJ 3 l 10-23. AVGUST 2007. l 80 DIN l CG 1 ¤ l 30 DEN IZLAZI SVAKOG DRUGOG PETKA ISPOVEST SUPERMODELA KATE MOSS ISTINA VREDNA MILION FUNTI ROBERTO CAVALLI UDAO KĆER RACHELLE NA PORODIČNOM IMANJU NAJBOLJI SRPSKI TENISER I TREĆI REKET SVETA NOVAK ĐOKOVIĆ OTKRIVA PLANOVE ZA BUDUĆNOST 12 PROPR winter 2007. 1
Total number of published advertisements 6000 5647 5581 5500 5000 4500 4000 3500 3000 2500 2000 1500 1000 500 Particularly, the President of the “Color Press Group“ Robert Čoban mentioned among the ceased publications in the former Yugoslavia a few licences that had actually been taken over by the “Color Press Group“. The publications in question are: “Lea”, “PC magazin”, “Metal Hammer”... “Lea” came to the market a bit too late, as it had already been conquered by the weekly “Lisa” (Adria media=”Sanoma magazines”+”Gruner+Jahr”+”St yria”), which was thefirst one to appear, then “Blic žena”(“Blic press”) came on a weekly basis and with a low price; “PC magazin” was published for over two years, with a circulation of about 15,000, which, compared to other publications of the “Color Press Group” circulation, is neither satisfactory nor profitable. In December 2006 “PC magazin” had its first edition in electronic format (www.pcmagazin. co.yu) and has since become one of the most-visited IT web pages on the Internet, having 10,000 visits and 30,000 pages viewed every day, due to it containing constantly updated IT news from Serbia and the region. “Metal Hammer” fell short of a longer life due to its narrow target audience, which in many cases can be a big break in the market, but it didn’t account for production, printing and distribution costs. This being said, it can be concluded that for the success of a magazine in the territory of Serbia a precondition is to conduct expert research of the market and standards of living. Consumers are, nowadays, pretty much informed about every magazine being published, so the news, stories and events must be fresh and programmed. The concept of a magazine (presentation of themes, self-supporting contents and graphically functional elements, as derived from the postulates of the market and the agreement clauses of ownership) should be recognisable, but also flexible and able to adapt when the market, in this case the readership, demands it. Strategy in a publishing world is a very complex and continuous process. After analysing the environment, each individual publication should be directed, and its strategy formulated, implemented and controlled by relentlessly listening to the readership and putting out feelers in general. Big competition, caused by globalisation and the openness of the Serbian market, is at the same time a driving force and a threat to all the publishing houses in the country. The market potential is limited, PROPR winter 2007. 0 3693 36693635 Total number of published advertisements, 12 biggest magazine publishers in Serbia 2919 2702 2718 2619 2611 1469 00 2291 2234 1606 1373 934 1168 1037 1259 849 1032 635 668 267 430 378 219 303 00 312 206 103 0 Color Press Politika N&MEuropapress Burda JA Co. Plus Blic Press Novosti* ITP Pharaos Sanoma Attica Media Group (WAZ) * (Ringier) * Magazines Srb. * Advertisements in magazines only - without daily newspapers 2005. 2006. 1-st six months 2007. 2254 Publishers Alt press doo 2047 Adria Media Serbia * Source: Strategic Marketing Research, SMMRI Group 450 450 442 229 217 160 146 137 not every edition can be realised in every market, and the aim of the publishers is to have their market share grow as big as it can. That’s why, beside their own publications, the publishing houses inevitably need to take over international titles to be able to compete with foreign publishers who have brought our readers new habits and necessities and have raised the bar in the quality of printing and subject matter. Competitive (external) benchmarking must be applied in order for publishers to familiarise themselves with the best practice and improve their position, trade and performances. The challenges to publishers in the Serbian market are constant and are linked to increased experience (company growth) that excites the need for cost reduction, so that prices can be lowered and thus, of course, sales increased, as well as increasing circulation and the quantity of advertisements. One should keep in mind that in the Serbian publishing market there are very strong indirect competitors (meeting the same needs of the readers) and direct ones offering the same product. Women’s magazines with the same target audience are ”Lepota i zdravlje” (“Color Press Group”) and “Elle” (“Adria media”), then “JOY” (“Color Press Group”) and “Cosmopolitan” (“Adria media”); celebrity magazines “Hello!” (“Color Press Group”) and “Gloria” (“Europapress”, co-owner WAC), men’s magazines FHM (“Color Press Group”) and “Maxim” (“Attica media”). These are threatened by possible newcomers. The success of every company, including publishing houses, depends on the satisfaction and motivation of its human resources. A company is represented by its employees beyond the working hours, in private places and on holiday, and that’s why special attention should be paid to their perception of the company. “Word of mouth” is among the strongest weapons in the marketing world. The company’s blog is an ideal solution for communication, closer acquainting and presentation of the staff in a more casual surrounding, posting comments, clashes of opinions and attitudes. If very interesting, a blog can draw other blog visitors to it, and hence the public becomes interested in the staff members of the company and their on-line diaries. In conclusion, the key to the success of any publishing house in Serbia lies in the ability of the magazines, anent their editors, journalists, associates, ma- Total number of magazines at newsstands 500 400 350 300 250 200 150 100 50 0 284 Color Press Politika N&M Group (WAZ) * Total number of magazines at newsstands, 12 biggest magazine publishers in Serbia 00 147 128 * Magazines only - without daily newspapers 2005. 2006. 1-st six months 2007. 62 98 93 46 82 76 38 108 69 67 59 62 Burda Novosti* JA Co. Plus Europapress Blic Press (Ringier) * Publishers 31 23 32 38 0 0 11 21 20 8 12 00 nagement team to exceed the expectations of readers and creditors, consignees, suppliers, society, stakeholders in general, and to nurture a long-term relationship with them, meaning they are never forced to guess what they desire, and devote themselves to creating needs and improving their magazines. Alongside quality management and concern for readers’ and consignees’ satisfaction, it is necessary to further develop information systems and use IT as a basis in decision making. Information in the publishing world is a material object and has usability, and the only successful team is the team that with its aid enriches its knowledge, but also knows how to use it. 66 ITP Pharaos Sanoma Attica Media Alt press Magazines Srb. doo 99 Adria Media Serbia * Source: Strategic Marketing Research, SMMRI Group Robert Čoban, President of the publishing house “Color Press Group”, in a text titled “How to found newspapers in Serbia” for “e magazine” named magazines and daily newspapers that are no longer published: ‘ “Politika ekspres“, “Tempo“, “Duga“, “Galaksija“, “Sabor“, “Fleš“, “TV Revija“, “DEM“, “Pečat“, “Dosije X“, “Nacional“, “Centar“, “M magazin“, “Antena“, “Argument“, “Arena“, “Revija Tiker“, “Beogradske novine“, “Naša krmača“, “Evropljanin“, “Građanin“, “Dnevni telegraf“, “NT Plus“, “Naša borba“, “Super tin“, “Zabava X“, “On“, “Ona“, “Džentlmen“, “Cool“, “Demokratija“, “Srpsko jedinstvo“, “Praktična žena“, “Sprint“, “Start“, “Lisa Moje dete“, “Srpski nacional“, “T3“, “Muški magazin“, “Gioia“, “Lea“, “PC Magazin“, “Metal Hammer“... What all these newspapers and magazines have in common is that they ceased to be published in the last decade. This is only a portion of the entire number of defunct publications, and refers only to Belgrade media and those whose publication has been ceased since 1997. 13
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CASE STUDY Pfizer's PR campaign „Openly about sex“ - PRO.PR

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