1.Bringing historical advertisments and commercials into research focus -Europeana Newspapers project-Aleksandra Trtovac, Nataa Daki University of Belgrade, University Library Svetozar MarkovicEighth SEEDI Conference on Digitisation of Cultural and Scientific Heritage, National and University Library, Zagreb, 15-16 May 2013

2. University Library Svetozar Markovic as partner in the project 408.000 digitized pages of Serbian newspapers issued in the period 1850-1945 from more than 40 titles Some titles: Nova iskra, Podunavka, Srbadija, Beogradske optinske novine, Zora, Balkanski rat u slici i rei, Ilustrovana ratna kronika, Pastir, Sion, Teak, Petansko-budimski skorotea, Zemunski glasnik, Sr, Brani, Zvezda, Starmali, Starmladi, Strailovo, umadinka... 3. OCR for UB materials OCR is planned for all 408,000 pages, and it will be done by the University of Innsbruck data search by key words across entire text, including captions and explanations within pictures and photos newspapers delivered by our library to Europeana are mostly printed in Cyrillic, including the old Cyrillic alphabet, which contains Russian letters results of the OCR testing at University of Innsbruck - over 90% success in character recognition 4. OLR, NER for materials provided by University Library "Svetozar Markovic", originaly, use of the OLR and NER technology was not planned possibility for students of the Department of Library and Information Science at University of Belgrade to engage in work related to the named entity recognition for Serbian language this option will be discussed in detail during the workshop in Belgrade, which will be held on June the 13th and 14 th 5. Export of digital objects and metadata METS / ALTO (improved by University of Innsbruck) will be used for data entry and metadata display export in DC metadata set for each newspaper title record from University Library database COBISS and deliver all holdings data for each volume, issue and number further metadata processing through the METS / ALTO, together with digital objects by University of Innsbruck5 6. Criteria for the selection of materials Titles that are not digitized in National Library of Serbia Publications that are in good condition Technical limitations 7. - 8. Added value to the project in light of discovering newspapers content, librarians of the University Library "Svetozar Markovic" had analytically processed over 2,000 articles from the old Serbian newspapers all these articles were processed with corresponding bibliographic metadata and annotations in a bibliographic data format and can be automatically exported to XML, Dublin Core, MARC21 emphasis is placed on the processing of short news, announcements, public calls, obituaries, photos, ads and commercials9 9. Digital objects (ads and commercials) and metadata10 10. Full metadata set ...Varying form of title: component parttextText190611 11. urn:ISSN:Y0004383In: . - : . . , 1899-1911. - ISSN Y000-4383. - . 8, . 3 (1906), . , : . . , 1899-1911, . 8, . 3 (1906), . . . . . 1899. 1911. , , . 12 12. Bookstore Geca Kon advertising. Published in the Nova iskra magazine which was published in a period between 1899 and 1911 in Belgrade and brought articles on literature, science, art and cultural history. knjiareSrbijareklamebookstoresSerbiaadvertising3903156713 13. 14 14. BAR-LoCK ... Trade company advertisment for typewriters pisae maine trgovine Beograd trade company typewriters Belgrade15 15. Primeri iz baze (skenovi i metapodaci) in light / . In: . - : . , 1867/68-1969. - ISSN 2217-7612. - . 1, .6(1867), . 45 . Advertisment for sale of ice for the summer.16 16. Primeri iz baze (skenovi i metapodaci) in light17 17. : ... Advertisement for storage place for furniture published in the column Advertising nametaj oglasi Srbija 19v furniture advertisements Serbia 19c 18 18. - ...Varying form of title: In: . - : . . , 1899-1911. - ISSN Y000-4383. - . 10, . 3 (1911), . . 1899. 1911. , , . Trade company advertistment for Singer sewing machines. Published in the Nova iskra magazine which was published in a period between 1899 and 1911 in Belgrade and brought articles on literature, science, art and cultural history. 19 19. / . Havliek, Ivan. (aut)In: - . - : , 1842-1844. - ISSN Y700-3544. - . 3, .7 (#23. #1844), . 36 . Advertisement for the book by more Croatian authors called Iskra, edited by Ivan Havliek. 20 20. Ads and commercials the content of this type of articles fully reflects spirit of the past, indicates development of certain industries, but also covers all aspects of cultural and social life ads and commercials contain invitations to important events, manifestations, ceremonies, book promotions, but also job offers, offers for various types of services, ads for selling furniture, food, medicine, land and property21 21. 22 22. in light23 23. Ads and commercials - material for researchers excellent material for researchers in the area of cultural history and theory of marketing studying the history of advertising and marketing in the second half of the 19th and beginning of 20th century appear more and more consumers who use purchasing to express their social status one of the most important characteristics of the commercial is the way it reaches the consumer of the advertised product or service.24 24. Importance of newspaper articles it would be interesting, wise, appropriate and useful to present thesecontents and point out that the ads and commercials existed in many daily and weekly European newspapers in 19th century, including Serbian newspapers consequently, newspapers, in a time before the appearance of radio and television, has played a key role in the development of advertising and marketing25 25. Conclusion as a result of the project Europeana Newspapers everyone will be able to travel back through time and explore the marketing role of newspapers Serbian and European newspapers can be useful to all kinds of researchers, and it can facilitate their access to information, mainly regarding general history, culture and identity of Europe through a single point of access: Europeana26 26. Detailed information is available at: http://www.europeana-newspapers.eu/ 27. Thank you for your attention! aleksandra@unilib.bg.ac.rs dakic@unilib.bg.ac.rs