engleski

The analysis of Croatian newspaper industry

The paper analyses newspaper industry in the Croatian market, its specificities, limitations and future trends. Specificities of newspaper industry can be viewed as specificities of newspaper demand, specificities of newspaper supply and specificity of governmental policy towards media. Furthermore, newspaper industry in the Croatian market has been analysed on the basis of Porter`s five forces analysis. Among many benefits they provide, daily newspapers have a major disadvantage – their inability to capture new happenings that occur during the day. Regarding, newspapers lose their edge to television, radio and internet. Based on the industry analysis, development of online newspapers is being outlined. In addition, its impact on reader behaviour is being examined.

newspaper industry; Porter`s analysis; online newspapers; reader behaviour

Rad je kao predavanje prezentiran na skupu 6th International Conference For Consumer Behaviour and Retailing Research (CIRCLE Conference 2009.), održanom od 16.-18.04.2009., Dornbirn, Austrija.