THE DEATH OF BRANDS? ™

FRENCHGLAMOUR1988-1995

KOREANGLAMOUR1997-1998

SINGAPOREVOGUE

1994-1997

GERMANMISS

VOGUE1988-1991

ITALIANVANITY

FAIR1990-1991

GERMANMARIECLAIRE1989-2003

ITALIANCOSMOPOLITAN

1973-1997

AUSTRALIANELLE

1990-2003

GERMANFORBES1990-1995

ITALIANFORTUNE1989-1991

JAPANESEGOOD

HOUSEKEEPING1997-1999

U.S.GEO

1979-1985

SPANISHMAXIM

2000-2003

FRENCHGLAMOUR1988-1995

Coroner’sVerdict: Diverged too far from editorial concept

KOREANGLAMOUR1997-1998

Coroner’sVerdict: Conformed too closely to the editorial concept

SINGAPOREVOGUE

1994-1997

Coroner’sVerdict: Market too small

ITALIANCOSMOPOLITAN

1973-1997

Coroner’sVerdict: Wrong partner

AUSTRALIANELLE

1990-2003

Coroner’sVerdict: Too much competition

GERMANFORBES1990-1995

Coroner’sVerdict: Radically changed publishing frequency and concept

GERMANMARIECLAIRE1989-2003

Coroner’sVerdict: Editorial weakness and strong competition

Are magazine brands worthless?

Of course not

1. Concept (if adapted)

2. Advertiser confidence

3. Hiring staff

4. Promotional edge

Brand advantages

But branding is not enough to save you if…

1. Concept poorly adapted

2. Bad partner

3. Market is too small

4. Too much competition

5. Poor editing and/or management

Fatal flaws…

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

Raft of the Medusa (1818-1819, Louvre), by Théodore Jean Louis André Géricault (1791-1824),

SOMEONE MENTIONED CANNIBALS?

AUTO START (2005) AUTO BILD (2006)

SUCCESSFUL RELAUNCH

0

20000

40000

60000

80000

100000

120000

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+ 249%

THEIMPORTANCE OFBEING FIRST

average :400.415 readersduring 2009 SMMRI

CKM 138.592 SMMRI - 2009.JOY 140.696 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

2010.

Broj 2 • Mart/april 2008.

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Standard2006-2009

Evropa2004-2008

Dnevne novineGazeta

2007-2009

Sutra2007-2008

Glas javnosti1997-2009

Borba1922-2009