MEDIA AND ADVERTISING MARKET IN MACEDONIA                                                                                By Aleksandra Dukovska Hubert Humphrey Fellow

08/23/2010

What  makes  possible  to  develop  media  market  in  Macedonia?  

Constitution provides freedom of the press and speech Generally respected by government

Law prohibits hate speech

Democratization of media environment after 1995  Print media pay 5% VAT instead of 18%

Orientation towards market economy

General  findings  from  watchdog  interna;onal  organiza;ons    

Media operated in a poor economy Broadcasting market is overcrowded

The tax code does not differentiate broadcast media from other business

Management skills are at low level

Rating system is under constant dispute

Where to be seen, read & heard?

57 private local and regional TV stations

70 independent radio stations

Big number of newspapers ( Daily, Weekly, Magazines)

WAZ Media Group from Germany bought shares in “Dnevnik”, “Utrinski Vesnik” and “Vest” in 2003

Largest  TV  –  channels,  news  shows,  airing  ;me,  reach  and  online  presence:    

A1 (private, national coverage, news/ telenovelas/ sports/ entertainment shows A1 TV News, 7 pm, 57,13%    Web  page  with  Site  Meter  A1  

Sitel TV( private, national coverage, news/ telenovelas /sports /entertainment shows    Sitel TV News, 6 pm, 42, 09%

Kanal 5 TV ( private, national coverage, news/ telenovelas/ sports Kanal 5 TV News, 5 pm, 31, 45%

Internet  and  broadband  penetra;on  

Internet:  50%    

Broadband:  34%  

Over 900,000 Internet users ( 44% of the population)

Over 700,000 FACEBOOK users ( 35% of the population)

Nationwide Wi-Fi for Macedonia - the largest hotzone/Wi-Fi cloud in the world At 1,000+ square miles  

Advertising market

Estimated advertising market between 30 and 35 million Euros    

Marketing is one of the basic source for financing the private media

TV advertising share 18 million Euros in 2009

Print advertising share 7 million Euros

Outdoor advertising share 4 million Euros

Internet advertising share around 1 million Euros

Print Top advertisers 2008-2009-2010

Top  adver;sers  for  2008,  2009,  2010  Without  free  adver;sement  on  A1  TV,  the  top  adver;sers  are:  Banks,  Car  importers,  Telecommunica;on  Companies  

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TOP  25  advertiser  2008

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Vo  2008  imalo  izbori  i  vo  prvite 5  meseci  top  advertiseri  se  politicki  partii  i  Vlada.Vo  top  25  advertiseri  koi  zemaat  47%  od  vkupnite  investicii  "nema"  besplatni  advertiseri

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Top  advertiseri  YEAR  2009

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Vo  2009  imalo  pretsedatelski   izbori  i  vo  prvite 5  meseci  top  advertiser  e  i  Gorge  IvanovVo  top  25  advertiseri  koi  zemaat  39%  od  vkupnite  investicii  besplatni  advertiseri  se  Hedis  i  FON  koi  se  9%      

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Top  advertiseri  YEAR  2010Vo  2010  total  invstment  e  6.7  milion  euroVo top  25  advertiseri  investirani  se  37%  ,  megu  koi  se  i  mnogu  besplatni  advertiseri  (Evropski,  Hedis,  A1  TV,  AB  kanal,  Fon,  Hot-­‐Hot )  i  zazemaat  21%  od  investiciite

TV Top advertisers January – May 2008-2009-2010

Client  COSMOFON  was  rebranded    in  ONE  –Telecom  Slovenia  Group  and  that  is  the  biggest  investment  in2010  

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Expectations

Establishing of clear media and market game rules

Entrance of media corporations in the market ( FOX, Turner )

THANK  YOU    

References:

1. http://www.state.gov/g/drl/rls/hrrpt/2009/eur/136044.htm

2. http://www.irex.org/programs/msi_eur/2008/macedonia.asp

3. “Advertising in TV and Print” –PP Presentation Vlatko Kazandziski, Media Director, New Moment New Ideas Company

4. PR_guide Template for SF Macedonia, Branka Bugariska, PR Director, New Moment New Ideas Company 2010