Monitoring of advertising in the press in the last three months of 2024 shows that the most advertised in Serbian tabloids are Telekom Srbija, bookmakers, Pogrebne usluge and the State Lottery of Serbia, and TV Pink is the leader among the media that pay for ads.
Most daily newspapers in Serbia defy numerous predictions of theorists and researchers media in the world that the press will die out with the advent of the Internet and social networks, according to a survey of advertising space, which included nine daily newspapers, i.e. their printed editions.
Research "Advertising in daily newspapers in Serbia" published by him Press Council, shows that the press in this area continues to have stable financing income, despite the tendency of the number of circulations sold to decrease.
This is especially visible in tabloid newspapers, which lead in terms of the number of violations of the Code of Journalists of Serbia in their contents, and at the same time have the most advertisements on their pages.
Danas, Informer, Blic, Alo, Nova, Srpski telegraf, Politika, Kurir and Večernje novosti were investigated in a period of three months, specifically from October 1 to December 31, 2024.
The results show that a total of 5.734 advertisements on 1.996,34 pages were published in these newspapers in three months. If we divide that by the average number of pages on which newspapers are published in Serbia, it turns out that if only ads were published in the last three months of last year, 63 issues of newspapers could be published.
According to the research results, the most advertisements were published in Politika (1.367), followed by Novosti (1.266), Srpski Telegraf (947), Blic (491), Alo (466), Kurir (419), Danas (372), Infomer (360) and Nova (46). However, bearing in mind that the ads are of different sizes, and the larger the dimensions, the more expensive the space rental, according to the number of pages occupied by the ads, the newspaper ranking list looks significantly different, but also more relevant. This is especially important, because in Politika and Večernji novosti there are a large number of small ads that are the cheapest and take up little space in the newspaper.
Accordingly, Večernje novosti had the most space for ads in the researched period, followed by Srpski telegraf. They are followed by Alo, Blic, Politika, Informer, Kurir, Danas and finally Nova.
Who advertises the most?
In the top ten advertisers with the largest number of ads are Telekom Srbija (344 ads), Admiral Bet (186, all in Srpski telegraf), Soccer Gambling (182, all in Srpski telegraf), Pogrebne usluge (174, all in Politika and Večernji novosti), State Lottery of Serbia, TV Pink, Effe Farm, Arena Sport, Premium Slim and Odeon theater.
The other ten include Dunav osiguranje, Vitalis, NIS, Pečat, Posta Srbije, Lidl, LaserMed Belgrade, Idea, Roda and Mercator, RTV Pančevo and the Automobile Association of Serbia.
Looking at the activities, the media, pharmaceutical companies, bookmakers and telecommunications operators advertised the most in daily newspapers. The ten activities with the largest number of advertisements in the daily press include funeral services, retail chains, theaters, games of chance, insurance companies and banks.
Advertising and compliance with the Code of Journalists
If the data on the number of classic advertisements are compared with the monitoring results of the Press Council, it turns out that a large number of violations of ethical and professional standards in certain newspapers does not necessarily mean that they are less attractive to advertising companies.
On the contrary, the data show to some extent that the less a paper respects the Code of Journalists of Serbia, the more advertisements it has to finance it.
Alo with the largest number of examples of non-compliance with the Code of Journalists in the period from October to December last year has Arena Sport, Telekom Srbija, State Lottery of Serbia, TV Pink and RTV Pančevo on its list of advertisers with the largest number of paid messages.
Informer had 647 violations of the code in 397 texts, and among the "top 5" advertisers in that period are Telekom Srbija, State Lottery of Serbia, Idea, Roda and Mercator, TV Pink and Lilly, and Blagovesti preparat.
The newspaper Srpski telegraf is in the "top 3" for disobeying the Code of Journalists, but despite this, it has loyal advertisers, the largest of which advertised exclusively with them. Among them are Admiral Bet, Soccer Gambling, Effe Farm, Telekom Srbija and the State Lottery of Serbia.
According to the same data, the newspaper Kurir had 355 code violations in 270 articles. In the first place of the advertiser with the largest number of published paid messages is Zlatara Dok, all of which were small in size. In second place is Dunav osiguranje, third is Sasomanga and Telekom Srbija, then LaserMed Belgrade and Vitalis.
Funeral services are the largest advertiser in terms of the number of ads in Večernji novosti, where they had 85 ads in three months, albeit small in size and in black and white. They are followed by Telekom Srbija, Pečat, Vitalis, ESI Srbija and State Lottery Srbija. According to the monitoring of the Press Council, news outlets violated the Code of Journalists of Serbia 306 times in 240 texts in the period from October 1 to December 31, 2024.
In Blic, which had 152 ethical violations, according to the Press Council, from October to December, Premium Slim, Telekom Srbija, publishing house Golconda, MTS hall and LaserMed Belgrade were the most advertised.
In Politika, the largest number of ads were from JKP Pogrebne usluge, as well as Telekom Srbija, Prizma, Pošta Srbije and Audiovox. During that time, the policy had 94 violations of the code in 74 texts.
In the last three months of the year, the Nova newspaper had 51 violations of the code in 38 articles, and among the biggest advertisers in that newspaper in the same period were the weekly Radar, SBB, Lidl and Neuroth.
In the daily newspaper Danas, which, according to the monitoring of the Press Council, committed 10 violations of the Code of Journalists in nine articles in the same period, in the last three months of 2024, Nova TV, weekly Radar Nedeljnik, non-governmental organization Astra and SBB had the largest number of ads.
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