Robert Čoban -  Smrt Brendova
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Robert Čoban - Smrt Brendova

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Robert Čoban -  Smrt Brendova Robert Čoban - Smrt Brendova Presentation Transcript

  • THE DEATH OF BRANDS? ™
  • FRENCH GLAMOUR 1988-1995
  • KOREAN GLAMOUR 1997-1998
  • SINGAPORE VOGUE 1994-1997
  • GERMAN MISS VOGUE 1988-1991
  • ITALIAN VANITY FAIR 1990-1991
  • GERMAN MARIE CLAIRE 1989-2003
  • ITALIAN COSMOPOLITAN 1973-1997
  • AUSTRALIAN ELLE 1990-2003
  • GERMAN FORBES 1990-1995
  • ITALIAN FORTUNE 1989-1991
  • JAPANESE GOOD HOUSEKEEPING 1997-1999
  • U.S. GEO 1979-1985
  • SPANISH MAXIM 2000-2003
  • FRENCH GLAMOUR 1988-1995
  • Coroner’s Verdict: Diverged too far from editorial concept
  • KOREAN GLAMOUR 1997-1998
  • Coroner’s Verdict: Conformed too closely to the editorial concept
  • SINGAPORE VOGUE 1994-1997
  • Coroner’s Verdict: Market too small
  • ITALIAN COSMOPOLITAN 1973-1997
  • Coroner’s Verdict: Wrong partner
  • AUSTRALIAN ELLE 1990-2003
  • Coroner’s Verdict: Too much competition
  • GERMAN FORBES 1990-1995
  • Coroner’s Verdict: Radically changed publishing frequency and concept
  • GERMAN MARIE CLAIRE 1989-2003
  • Coroner’s Verdict: Editorial weakness and strong competition
  • Are magazine brands worthless? Of course not
  • Brand advantages 1. Concept (if adapted) 2. Advertiser confidence 3. Hiring staff 4. Promotional edge
  • But branding is not enough to save you if…
  • Fatal flaws… 1. Concept poorly adapted 2. Bad partner 3. Market is too small 4. Too much competition 5. Poor editing and/or management
  • is not enough
  • SERBIAN "LEA" 2002-2005
  • Coroner’s Verdict: Bad frequency (every two weeks) and too much competition ("Lisa" and "Blic zena")
  • SERBIAN "PC magazine" 2004-2006
  • Coroner’s Verdict: Strong competition ("Svet kompjutera", "PC Press", "PC World"...), wanderings in concept
  • SERBIAN "METAL HAMMER" 2005-2006
  • Coroner’s Verdict: Market too small for such specialised magazine
  • SOMEONE MENTIONED CANNIBALS? Raft of the Medusa (1818-1819, Louvre), by Théodore Jean Louis André Géricault (1791-1824),
  • AUTO START (2005) AUTO BILD (2006)
  • SUCCESSFUL RELAUNCH
  • 100000 120000 20000 40000 60000 80000 0 br.458 br.459 br.460 br.461 br.462 br.463 br.464 br.465 br.466 br.467 br.468 br.469 br.470 br.471 br.472 + 249% br.473 br.474 br.475 br.476 br.477 br.478 br.479 br.480 br.481 br.482 br.483 br.484 br.485 br.486 br.487 br.488 br.489 br.490 br.491 br.492 br.493 br.494 br.495 br.496 br.497 br.498
  • THE IMPORTANCE OF BEING FIRST average : 400.415 readers during 2009 SMMRI
  • JOY 140.696 SMMRI - 2009. CKM 138.592 SMMRI - 2009. figures showing the number of average readers, during 2009 SMMRI
  • WOMEN’S LIFESTYLE MONTHLY MAGAZINES 2001.
  • WOMEN’S LIFESTYLE MONTHLY MAGAZINES 2002.
  • WOMEN’S LIFESTYLE MONTHLY MAGAZINES 2004.
  • WOMEN’S LIFESTYLE MONTHLY MAGAZINES 2005.
  • WOMEN’S LIFESTYLE MONTHLY MAGAZINES 2006.
  • WOMEN’S LIFESTYLE MONTHLY MAGAZINES 2008.
  • WOMEN’S LIFESTYLE MONTHLY MAGAZINES 99 dinara Mart/april ‘08 Broj 2 • Mart/ april 2008. Cena: 99 DIN 2,50 CG EUR 5 KM • 30 DEN LASER CENTRI KOJE MORATE POSETITI Preoblikujte telo! moćne masaže ŠTA SVE MOGU... egzotične maske spasonosni aparati NEVIDLJIVE PROTEZE Nove usne Efikasni preparati tako zavodljive... za lečenje akni novo! Iskoristite ČUDOTVORNU PROBAJTE moć hormona BOTOX FAKE TAN Preplanulost za tili čas igle bez Anti age za kosu preparati&tretmani RAZMISLITE: DA LI JE VAŠA KOZMETIČARKA DOVOLJNO DOBRA ZA VAS? 2010.
  • Politički nedeljnici Standard Evropa 2006-2009 2004-2008
  • Dnevne novine Gazeta Glas javnosti 2007-2009 1997-2009 Sutra Borba 2007-2008 1922-2009