Analysis of reader satisfaction with selected editions of Media24, Salomon d.o.o.

Revijalno založništvo je zadnja leta v krizi, nas pa so zanimali razlogi in predlogi rešitev. V anketi, ki je predstavljala osnovo analize odnosa bralcev do izbranih izdaj podjetja Media24, smo sodelujočim zastavili vprašanja o revijalnem tisku v Sloveniji na splošno in o zadovoljstvu z izbranimi izdajami. Med pisanjem diplomske naloge se je nepričakovano spremenilo najemništvo oziroma lastništvo proučevanih blagovnih znamk, in tako je bil anketni vprašalnik eden od temeljev za pripravo marketinške strategije pri vpeljavi novih blagovnih znamk. V teoretičnem delu smo s primeri iz revijalnega založništva predstavili vseh sedem elementov marketinškega spleta in se osredotočili na marketinško strategijo. Praktični del je sestavljala analiza zadovoljstva bralcev izbranih izdajpodatke smo pridobili iz anketnih vprašalnikov. Na osnovi rezultatov analize smo pripravili predloge za izboljšanje oziroma osnovo marketinške strategije pri vpeljavi novih blagovnih znamk. Ugotovili smo, da je razlogov za splošen upad prodanih naklad kot tudi nihanje branosti več, da imajo revije dokaj specifično občinstvo in da bi z marketinškimi prijemi lahko stanje izboljšali, čeprav je obenem jasno, da bodo morali vsi slovenski revijalni in časopisni založniki začeti razmišljati o sodobnih tehnologijah.Media publishing is in crisis for the last few years and the purpose of this diploma was to find the possible reasons and solutions. The survey was a foundation for later analysis of readers’ satisfaction with certain Media24 editions. In addition, we\u27ve also focused on general questions regarding media publishing. During the preparation of this diploma a very unexpected twist with regard to the lease and ownership of certain trademark brands occured, so the survey was one of the foundations for a marketing strategy for introducing new trademark brands. The theoretical part consisted of marketing mix and its elements, media publishing examples and a marketing strategy. The practical part consisted of analysis of reader satisfaction based on answers collected from surveys and proposed improvements that were basis for a marketing strategy for introducing new magazines. We have found several reasons for decline of circulation and readership, that magazines and newspaper have specific target audience and that there are marketing approaches, that could improve the current situation. In order to be successful, Slovenian media publishers will have to start thinking about modern approaches and technologies