READERSHIP OF PRINT MEDIA IN THE LAST 10 YEARS IN SLOVENIA

Tradicionalni mediji, to so tiskani mediji, radio in televizija, se soočajo z zelo hitro širitvijo uporabe elektronskih medijev. Predvsem tiskani mediji so tisti, katerim se pripisuje zaton in ki so najbolj na udaru. Splošni vtis je, da so tiskani mediji preteklost in da prihodnost temelji na spletnih medijih. Pa je res temu tako? V nalogi smo ugotavljali branost tiskanih medijev v Sloveniji v zadnjih 10 letih. Glede branosti tiskanih medijev v Sloveniji poteka projekt Nacionalna raziskava branosti pod okriljem Slovenske oglaševalske zbornice. V okviru projekta Nacionalne raziskave branosti se ugotavlja, katere tiskane medije bere populacija med 10 in 75 letom starosti v Sloveniji in kakšen je delež branosti. V nalogi smo za analitični del uporabili prav podatke iz projekta Nacionalne raziskave branosti. Splošna ugotovitev je, da tiskanim medijem branost pada, da tiskani mediji beležijo padec prodane naklade in da se oglaševalski prihodki tiskanim medijem zmanjšujejo. Predvsem je zaznan padec branosti tradicionalnih splošno informativnih dnevnikov. Na drugi strani smo ugotovili, da so pomembno vlogo igrali brezplačniki, ki pa danes na področju tiskanih medijev praktično nimajo več pomembne vloge. Prihodnost tiskanih medijev je v širitvi dejavnosti na spletne platforme. Ustrezna sinergija s klasičnim tiskom je nujna, da bodo tiskani mediji še naprej ostali pomemben medij na medijskem trgu.Traditional media, meaning print media, radio and television are faced with a very rapid expansion of electronic media usage. Print media are amongst all mostly affected and considered to be in decline. Print media are believed to be the past whereas the future lies in online media. However, is this really so? In this paper we tried to establish how widely read print media have been in Slovenia in the last ten years. There is an ongoing project called National Readership Survey run by Slovenian Advertising Chamber which deals with the readership of print media in Slovenia. The project establishes what print media in Slovenia are read by the population between the ages of 10 and 75 and its percentage. The data from this project has been used in the analytical part of this paper. The general findings are that print media\u27s readership is in decline, that it is reporting a slump in circulation and that its advertising revenues are also declining. The readership of academic/scholarly journals registered the most significant fall. On the other hand, we established that free journals played an important role in the past, however, today, in the field of print media they no longer do so. The future of print media is in its expansion to online platforms. A suitable synergy with classical print is necessary to preserve print media as an important media on the media market