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. Promo...
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
   ...
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
                   L...
AUTO START (2005)   AUTO BILD (2006)
SUCCESSFUL
RELAUNCH
100000
                                                        120000




             20000
                     40000
  ...
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 ...
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

                                                                                     ...
Politički nedeljnici



        Standard        Evropa
       2006-2009       2004-2008
Dnevne novine
                  Gazeta    Glas javnosti
                2007-2009   1997-2009




                  Sutra ...
Robert Čoban -  Smrt Brendova
Robert Čoban -  Smrt Brendova
Robert Čoban -  Smrt Brendova
Robert Čoban -  Smrt Brendova
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Robert Čoban - Smrt Brendova

  1. 1. THE DEATH OF BRANDS? ™
  2. 2. FRENCH GLAMOUR 1988-1995
  3. 3. KOREAN GLAMOUR 1997-1998
  4. 4. SINGAPORE VOGUE 1994-1997
  5. 5. GERMAN MISS VOGUE 1988-1991
  6. 6. ITALIAN VANITY FAIR 1990-1991
  7. 7. GERMAN MARIE CLAIRE 1989-2003
  8. 8. ITALIAN COSMOPOLITAN 1973-1997
  9. 9. AUSTRALIAN ELLE 1990-2003
  10. 10. GERMAN FORBES 1990-1995
  11. 11. ITALIAN FORTUNE 1989-1991
  12. 12. JAPANESE GOOD HOUSEKEEPING 1997-1999
  13. 13. U.S. GEO 1979-1985
  14. 14. SPANISH MAXIM 2000-2003
  15. 15. FRENCH GLAMOUR 1988-1995
  16. 16. Coroner’s Verdict: Diverged too far from editorial concept
  17. 17. KOREAN GLAMOUR 1997-1998
  18. 18. Coroner’s Verdict: Conformed too closely to the editorial concept
  19. 19. SINGAPORE VOGUE 1994-1997
  20. 20. Coroner’s Verdict: Market too small
  21. 21. ITALIAN COSMOPOLITAN 1973-1997
  22. 22. Coroner’s Verdict: Wrong partner
  23. 23. AUSTRALIAN ELLE 1990-2003
  24. 24. Coroner’s Verdict: Too much competition
  25. 25. GERMAN FORBES 1990-1995
  26. 26. Coroner’s Verdict: Radically changed publishing frequency and concept
  27. 27. GERMAN MARIE CLAIRE 1989-2003
  28. 28. Coroner’s Verdict: Editorial weakness and strong competition
  29. 29. Are magazine brands worthless? Of course not
  30. 30. Brand advantages 1. Concept (if adapted) 2. Advertiser confidence 3. Hiring staff 4. Promotional edge
  31. 31. But branding is not enough to save you if…
  32. 32. Fatal flaws… 1. Concept poorly adapted 2. Bad partner 3. Market is too small 4. Too much competition 5. Poor editing and/or management
  33. 33. is not enough
  34. 34. SERBIAN "LEA" 2002-2005
  35. 35. Coroner’s Verdict: Bad frequency (every two weeks) and too much competition ("Lisa" and "Blic zena")
  36. 36. SERBIAN "PC magazine" 2004-2006
  37. 37. Coroner’s Verdict: Strong competition ("Svet kompjutera", "PC Press", "PC World"...), wanderings in concept
  38. 38. SERBIAN "METAL HAMMER" 2005-2006
  39. 39. Coroner’s Verdict: Market too small for such specialised magazine
  40. 40. SOMEONE MENTIONED CANNIBALS? Raft of the Medusa (1818-1819, Louvre), by Théodore Jean Louis André Géricault (1791-1824),
  41. 41. AUTO START (2005) AUTO BILD (2006)
  42. 42. SUCCESSFUL RELAUNCH
  43. 43. 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
  44. 44. THE IMPORTANCE OF BEING FIRST average : 400.415 readers during 2009 SMMRI
  45. 45. JOY 140.696 SMMRI - 2009. CKM 138.592 SMMRI - 2009. figures showing the number of average readers, during 2009 SMMRI
  46. 46. WOMEN’S LIFESTYLE MONTHLY MAGAZINES 2001.
  47. 47. WOMEN’S LIFESTYLE MONTHLY MAGAZINES 2002.
  48. 48. WOMEN’S LIFESTYLE MONTHLY MAGAZINES 2004.
  49. 49. WOMEN’S LIFESTYLE MONTHLY MAGAZINES 2005.
  50. 50. WOMEN’S LIFESTYLE MONTHLY MAGAZINES 2006.
  51. 51. WOMEN’S LIFESTYLE MONTHLY MAGAZINES 2008.
  52. 52. 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.
  53. 53. Politički nedeljnici Standard Evropa 2006-2009 2004-2008
  54. 54. Dnevne novine Gazeta Glas javnosti 2007-2009 1997-2009 Sutra Borba 2007-2008 1922-2009

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