MEDIA AND ADVERTISING MARKET IN MACEDONIA By Aleksandra Dukovska Hubert Humphrey Fellow 08/23/2010 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 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 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 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% 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 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 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 Gorge Ivanov 250000 Vo top 25 advertiseri koi zemaat 47% od vkupnite investicii "nema" besplatni advertiseri 160000 Vo top 25 advertiseri koi zemaat 39% od vkupnite investicii besplatni 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 TV Top advertisers January – May 2008-2009-2010 12.000.000 € 10.000.000 € 8.000.000 € 6.000.000 € Year 2008 Year 2009 Year 2010 4.000.000 € 2.000.000 € 0 € Client COSMOFON was rebranded in ONE –Telecom Slovenia Group and that is the biggest investment in2010 Expectations Establishing of clear media and market game rules Entrance of media corporations in the market ( FOX, Turner ) THANK YOU 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 .