In search of a new marketing and sales strategy in the print media business: a Balkans case

The purpose of this case is to present news media situation in a transitional environment. The media industry worldwide is experiencing a significant change in a major business direction, from the acknowledged servant of public interest, toward the increasing commercialisation of the sector, where media organisations become a profit generator for its owners. Those changes in the strategic orientation of the media industry require different business strategy and highly sophisticated management approaches. The transitional context makes this process more complex because of the undeveloped media regulation, up to the recent political heritage and influences, changes in cultural values, weak economic situation and lower customer income than in EU countries, poor accompanying infrastructure of media research and monitoring entities, etc. The presented case encompasses the situation of acquisition of the major Croatian newspaper, with emphasis given to the marketing issues of strategic planning, competitor analyses, positioning and branding, sales management and distribution.