Program

Advertising Next - Quo Vadis?

THURSDAY, 3.15-4.45pm, WEEKEND STAGE

Since its beginnings advertising has past through different phases, both creatively and operationally but its base has remained unchanged. However, the environment changed enormously: there is a large amount of available information, the saturation of media with different messages created a counter-effect and the target audience begun rejecting new messages.

Advertising remained the branding basis, which is why the question about the crisis or future of advertising can be expanded. Reallocation of finances to different promotional and other communication activities clearly illustrates the need for change. Targeted consumers attitudes additionally illustrate the crisis thesis and ask the question about the future of advertising. In addition, various anti-consumerism movements are developing into organizations whose aim is to fight against brands.

Can we foresee the developments’ direction and is it meaningful to search for answers outside the existing knowledge? How much can the crisis in advertising question the modern approach to marketing knowhow? The discussion will not answer these questions, but we will try to encourage new ideas or at least re-examine traditional advertising norms.

PARTICIPANTS:

Aljoša Bagola (Kreativni direktor, Pristop, Slovenija /Creative Director, Pristop, Slovenia),Bojan Hadžihalilović (Kreativni direktor, Fabrika, Slovenija/Creative Director, Fabrika, Slovenia),

Ivan Stanković (Predsjednik, Communis, Srbija/President, Communis, Serbia),

Nikola Žinić (Partner, Bruketa i Žinić, Hrvatska/Partner, Bruketa i Žinić, Croatia),

Slaven Fischer (BBDO, Predsjenik uprave Hura-e, Hrvatska /BBDO, Chairman of the Board at Hura, Croatia)

Moderator: Damir Ciglar (Imago, Hrvatska/Imago, Croatia)

How Low Can You Go? Does Media Respect the Line of Privacy?

THURSDAY, 5pm-6.30pm, WEEKEND STAGE

In uncertain economical time, when the industry that is dependant on advertisers is looking for a way to retain its influence and position, there is little room and opportunities to discuss respect of privacy in the media. Sometimes it seems that only the rich and famous, and those that others have made famous, have dignity, as they are the only ones filling complaints to courts about the mental anguish that the media caused them. Normal citizens start thinking about that only when their face is on the cover, or if someone mentions them in a anegative light. Until then they follow other people’s misery, weakness and bad luck in great detail.

At the time of crisis, can the development of media be based on lowering professional standards, exposing one’s privacy, raping of minors, suicide profiling and bloody front page images, all accompanied by gross violation of the media-related laws? Are the countries in this region so specific that they pass numerous laws, regulations and ethical codes that are rarely applied in practice? Does the responsibility lie on journalists and editors alone? We intend to present and comment on the latest data concerning the citizens’ attitude towards privacy in the media, as well as debate whether the media indeed crossed the line and who will bear the consequences.

PARTICIPANTS:

Zdravko Milinović (Zamjenik urednika, Večernji list, Hrvatska/Deputy Editor, Večernji list, Croatia), Berislav Jelinić (Novinar, Nacional, Hrvatska/Journalist, Nacional, Croatia), Boris Rašeta (Novinar, 24 sata, Hrvatska/Journalist, 24 sata, Croatia), Vesna Milanović (Novinar, Svet, Srbija/Journalist, Svet, Serbia), Krunoslav Borovec (Načelnik, Ured ravnatelja policije, Hrvatska/ Head of Office, General Police Director’s Office, Croatia), Bojan Požar (Direktor i odgovorni urednik, wwww.pozareport.si., Slovenija/Director and Editor in Chief, www.pozareport.si; Slovenia)

Moderator: mr.sc. Igor Kanižaj (Fakultet političkih znanosti, Zagreb, Hrvatska /Faculty of Political Science, Zagreb, Croatia)

Web - Quanto Costa?

FRIDAY, 10am - 11am, SUMMER HOUSE STAGE

PARTICIPANTS:

Is Media Being Edited by PR?

FRIDAY, 11.15am - 12.45pm, WEEKEND STAGE

Of course not, many would say. Still, you shouldn’t expect such a direct and boring answer. You are more likely to witness a heated discussion since there are countless burning issues surrounding the cooperation between the media and public relations. Neither has the region’s PR reached envious communication standards nor is the media immune to the rather grey influence on their editorial policies. Oh... and God forbid we should touch on the issue of the advertising industry’s influence on both PR and the media... Is there room for positive news in the media? Is Chomsky right to claim that the modern media cares only about securing readers for their advertisers? Can PR practitioners stop lying and finally take over the role of a mediator between the public and the institutions? Who earned more from the swine flu outbreak: the media or the pharmaceutical industry? What happens when a journalist reports just one side of the story?

We will try to pinpoint the main problems of the holy profession of informing the public, as well as move the professionalism of both PR and the media in the right direction, if only by a millimeter. You, dear audience, enjoy the fight.

Entertainment guaranteed.

PARTICIPANTS:

Maja Weber (Direktorica Odjela za odnose s javnošću, T-HT, Hrvatska/Director of Public Relations Department, T-HT, Croatia), Aleksandra Kolarić (Direktorica korporativnik komunikacija, Delloite, Hrvatska/Director of Coorporate Communications, Delloite, Croatia), Ivana Petrović (Urednica vanjskopolitičke redakcije, NovaTV, Hrvatska/Foreign Affairs Chief News Editor, NovaTV, Croatia), Davor Gavran (glasnogovornik Hrvatske nogometne reprezentacije, Hrvatska/Spokesman for Croatian Football Federation, Croatia), Tomislav Židak (Novinar, Jutarnji list, Hrvatska/Journalist, Jutarnji list, Croatia), Gojko Drljača (Urednik gospodarstva, Večernji list, Hrvatska/Business Chief News Editor, Večernji list, Croatia), Boris Lešić (Direktor, Premisa, Hrvatska/Director, Premisa, Croatia)

Moderator: Ivica Žigić (Direktor Sektora za korporativne komunikacije, Croatia Osiguranje, Hrvatska/Head of Coorporate Communications Sector, Croatia Osiguranje, Croatia) i Tomislav Jelinčić (Urednik, RTL, Hrvatska/Editor, RTL, Croatia)

The Future of Business Media

FRIDAY, 1pm - 2.30pm, WEEKEND STAGE

With the arrival of financially stronger foreign publishers in the domestic media space, an attempt was made to transfer an established system onto a relatively undeveloped market environment. Following a large number of initial failures, some of the media survived.The current situation with domestic business media reflects the unenviable fate of Croatian media space and economy.

Nevertheless, how important is the market environment in the success and future of the media, and how much is the responsibility of the media? Is relatively narrow and limited market the main enemy of the business media’s success? Or is it new technologies demanding a sharp turn content-wise? Or lack of specialized personnel? Will the ‘dotcom’ media eradicate the business print media? What is the new, unused target group?

PARTICIPANTS:

Viktor Vresnik (Glavni urednik, Forbes, Hrvatska/Editor in Chief, Forbes, Croatia), Silvana Menđušić (Glavna urednica, Business.hr, Hrvatska/ Editor in Chief, Business.hr, Croatia), Darko Markušić (Glavni urednik, Poslovni dnevnik, Hrvatska/ Editor in Chief, Poslovni Dnevnik, Croatia), Miodrag Šajatović (Glavni urednik, Lider, Hrvatska/ Editor in Chief, Lider, Croatia), mr.sc. Igor Kanižaj (Fakultet političkih znanosti Zagreb, Hrvatska/Faculty of Political Science, Zagreb, Croatia), Peter Frankl (Direktor i odgovorni urednik, Finance, Slovenia/Managing Director, Finance, Slovenia) , Biljana Stepanović (Generalni direktor, Ekonomist Media Group, Serbia/General Manager, Ekonomist Media Group, Serbia)

Moderator: Željko Kardum (Glasnogovornik, Zagrebačka burza, Hrvatska/Spokesman, Zagreb Stock Exchange, Croatia)

When Will newspaper.com Buy Newspaper?

FRIDAY, 3.30pm - 5pm, WEEKEND STAGE

At the panel discussion with such number of prominent experts we will discuss various issues concerning the future of providing information and advertising and the relationship between the print and online media.

Why do people buy newspapers if they can read their content free of charge on the internet? What will happen to newspapers once internet penetration goes up significantly? Will news portals become the core of the media production and the force behind the brands?

Will Murdoch’s attempt at a sharp turn succeed – is it possible to start charging for the information that was so far free of charge? How risky is such an attempt?

Does it still make sense to divide the written media into ‘newspapers’ and ‘web portals’? Or is there just ‘media content’ that is sold on different platforms (print, online, mobile...)? Does today’s print media survive simply because they make more revenue from advertising than web portals? Will and when will it change and, if it changes, what will happen to newspapers?

PARTICIPANTS:

Boris Trupčević (Izdavački direktor i urednik svih izdanja, Styria, Hrvatska/Publisher and Editorial Director, Styria, Croatia),Peter Van Kol (Generalni Izvršni Direktor, Adria Media Holding i Adria Medija Zagreb/Chief Executive Officer, Adria Media

Holding and Adria Medija Zagreb) Tomislav Wruss (Predsjednik uprave, EPH, Hrvatska/Chairman of the Board, EPH, Croatia),Petar Luković (Glavni urednik, e-Novine, Srbija/Editor in Chief, e-Novine, Srbija), Marijan Jurenec (Senior Vice President

Internet Divison, CME, Slovenija/Slovenia), Ozren Kanceljak (Direktor, Renderspace, Hrvatska/Director, Renderspace, Croatia),

Moderator: Đivo Đurović (Urednik online izdanja tjednika Globus, Hrvatska/Editor of Globus weeklys’ online edition, Croatia)

How To Turn a City Into a Top Brand?

FRIDAY, 5.15pm - 6.45pm, WEEKEND STAGE

What Do Women Want?

SATURDAY, 11.15am - 12.45pm, WEEKEND STAGE

Political Marketing - From Garage to City Hall

SATURDAY, 11.15am - 12.45pm, SUMMER HOUSE STAGE

Croatia’s political marketing renaissance peaked at the recent local elections dominated by slogans such as ‘I’ll Take It All, You’ll Get Nothing!’. And this issue is particularly interesting on the eve of what could turn out to be the most exciting Presidential elections in the history of the Republic of Croatia. In addition to analyzing Croatia and region’s political communications, we will also find out if political communication is part of political marketing or if it’s the other way around. Moreover, is the function of political marketing primarily informative, formative or manipulative?

An overview of the recent history of political marketing in the region highlighting the use of mass media will show if and how much the Americanization of the political campaigns is present in the Balkans…sorry, southeastern Europe.

PARTICIPANTS:

prof.dr.dc. Dejan Verčić (Parter, Pristop i Sveučilište u Ljubljani, Slovenija/Parter, Pristop and Ljubljana University, Slovenia), prof.dr.sc. Ivan Šiber (Fakutet političkih znanosti, Zagreb, Hrvatska/Faculty of Political Science, Zagreb, Croatia), Krešimir Macan (Direktor i stariji partner, Manjgura, Hrvatska/Director and Senior Partner, Manjgura, Croatia), dr.sc. Marijana Grbeša (Fakutet političkih znanosti, Zagreb, Hrvatska/Faculty of Political Science, Zagreb, Croatia), Boris Malešević (Vlasnik i direktor, Designsystem, Hrvatska/ Owner and Director, Designsystem, Croatia)

Moderator: Mislav Bago (Urednik i politički novinar, NovaTV, Hrvatska/Editor and Political Journalist, NovaTV, Croatia)

Radio No Radio - Influence of Local Radio Stations in Croatia

SATURDAY, 1pm - 2pm, WEEKEND STAGE

Law on Electronic Media in Croatia - Does Anyone Obey It?

SATURDAY, 3pm - 4.30pm, WEEKEND STAGE

How much do television stations, especially commercial ones, obey the Law on Electronic Media? Moreover, in what way is the observance of the law in question monitored and its violation sanctioned? The existing Electronic Media Act provides quotas for domestic TV programming in primetime as well as programming made by independent production houses. However, there isn’t a television station that adheres strictly to its legal obligations, which in the end means less domestic production and almost the-end of the market of independent production houses.

What is the criteria that the programming directors are guided by and is the principle “stupid-popular-profitable” really good in the long run? Why hasn’t the Council for Electronic Media sanctioned any of the law offenders so far? We will try to find answers to these and many other hot questions, and hopefully find mutual solutions, in the company of well trained television specialists.

PARTICIPANTS:

Hloverka Novak-Srzić (Glavna urednica informativnog programa, HTV, Hrvatska/News Desk Editor in Chief, HTV, Croatia), Siniša Svilan (Direktor programa, NovaTV, Hrvatska/Program Director, NovaTV, Croatia), Zdenko Ljevak (Predsjednik, Vijeće za elektroničke medije, Hrvatska/President, Council for Electronic Media, Croatia), Nebojša Taraba (Producent, Drugi plan, Hrvatska/Producer, Drugi plan, Croatia), Hamed Bangoura (Producent, H-1, Hrvatska/Producer, H-1, Croatia)

Moderator: doc.dr.sc. Nada Zgrabljić-Rotar (Zamjenica pročelnika Odjela za informatologiju i komunikologiju Sveučilišta u Zadru, Hrvatska/Deputy Director of Informatology and Communicology at Zadar University, Croatia)

Crisis and Media - What Could We Have Done Differently?

SATURDAY, 5pm - 6.30pm, WEEKEND STAGE