engleski

The post-industry society and transformation of global newspapers industry: the necessity for change of paradigms in the management of Croatian Media organisations

The goal of this paper is to show the transformation in the management of global media corporations and global media markets as a consequence of change that occurred in the post-industry society. The digitalization and convergence of the production processes of media companies stepped out of the borders of the modern way of managing systems and erased the firm borders between the production of goods and services. The media product became a content which is distributed and monetized through various platforms. The changes brought by post-modern in the media industry mostly reflected on publishing as the oldest category of the media industry. The management of the publishing industry demanded radical reforms and a complete technological shift. The environment of publishing organizations fundamentally changed in only a few years and the business models based on the large ratio of income from advertising demanded a completely new management approach in managing business processes. The global financial crisis, from the beginning of the 21st century, struck the global media industry and accelerated the redistribution from advertising. The economic crisis on the Croatian market had a drastic reflection on the national publishing industry which resulted in a decrease of readership, publishing and income from advertising. The decrease of income from advertising threatened the daily business activities of newspaper industries and magazine industries. The decreasing income from advertising in magazines, which was the fuel in creating new brands, questioned classic advertising as a tradition to modern advertising. While the global media industry transformed and adapted to the post-industrial production system, the Croatian media industry fell into a modernist sleep.

communication studies; financial management; media industry; postmodern; post-industrial society; publishing

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