This was the first presentation on Media in Macedonia I created in August 2010 for Hubert Humphrey Class Seminar.

1. MEDIA AND ADVERTISING
MARKET IN MACEDONIA
By Aleksandra Dukovska
Hubert Humphrey Fellow
08/23/2010

2. 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

3. General
findings
from
watchdog
interna;onal
organiza;ons
Media operated in a poor economy
Broadcasting market is
overcrowded
Management skills are at low level
Rating system is under constant
dispute
The tax code does not differentiate
broadcast media from other
business

4. 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

5. 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%

6. 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

7. 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

8. Print Top advertisers 2008-2009-2010
TOP
25
advertiser
2008
300000 Top
advertiseri
YEAR
2009
Vo
2008
imalo
izbori
i
vo
prvite 5
meseci
top
advertiseri
se
politicki
partii
i
180000
Vlada. Vo
2009
imalo
pretsedatelski
izbori
i
vo
prvite 5
meseci
top
advertiser
e
i
250000 Vo
top
25
advertiseri
koi
zemaat
47%
od
vkupnite
investicii
"nema"
Gorge
Ivanov
160000 Vo
top
25
advertiseri
koi
zemaat
39%
od
vkupnite
investicii
besplatni
besplatni
advertiseri
advertiseri
se
Hedis
i
FON
koi
se
9%
140000
200000
120000
150000
100000
100000 Series1
80000
YEAR
2009
60000
50000
40000
0
20000
0
Top
advertiseri
YEAR
2010
250000
Vo
2010
total
invstment
e
6.7
milion
euro
Vo 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
200000 investiciite
Top
adver;sers
for
2008,
2009,
2010
Without
free
adver;sement
on
A1
TV,
the
150000
top
adver;sers
are:
Banks,
Car
importers,
Telecommunica;on
Companies
100000
50000
0

9. TV Top advertisers January – May 2008-2009-2010
12.000.000
€
10.000.000
€
8.000.000
€
6.000.000
€
Year
2 008
Year
2009
Year
2 010
4.000.000
€
2.000.000
€
0
€
Client
COSMOFON
was
rebranded
in
ONE
–Telecom
Slovenia
Group
and
that
is
the
biggest
investment
in2010

10. Expectations
Establishing of clear media and market game rules
Entrance of media corporations in the market ( FOX, Turner )

11. THANK
YOU

12. 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