UPM_News_2016

Trust

n “The global digitalization trend has inevitably penetrat- ed into Serbia as well. This has logically led to a drop in the cir- culation of printed media. Ser- bia has a population of eight million, with the daily newspa- per market traditionally com- prising between 10% and 12% of this figure. That comes to 800,000–900,000 copies, which includes sales of all our dai- ly newspapers. However, right now the market has shrunk to only 500,000 copies,” laments Vidakovich. The general fall-off has also affected the circulation of Večernje Novosti, but the 35% drop has not been as dramat- ic as that sustained by its com- petitors in Serbia. “The reason is the demographic structure of our readership. Our average reader is aged over 50 years,” reveals Vidakovich. “The editorial concepts of our competitors favour light- er reading. The ‘yellow press’ loses its readership more quick- ly, because younger readers are quicker and more eager to em- brace new trends.” The paper’s successful transi- tion to a fresh, modern-day ed- itorial concept is another rea- son why Vidakovich believes in the future of Večernje Nov- osti . “Daily newspapers have to offer readers a different angle. Digital channels supply short snippets of quick information, while print provides a broader, more comprehensive overview of events from various angles, also based on more careful- ly verified details. We live in a world in which the quick spread of news keeps people well-in- formed, but this also carries a risk of incorrect news spread- ing rapidly.” In spite of the problems faced by the industry, Vidakovich sees a future for print: “The printed medium will survive, although perhaps not in the same vol- ume and circulation. But it will certainly continue to exist as a channel for providing informa- tion to the public, because trust plays an important role. Dig- ital media may be quick, but perhaps speed may result in a loss of trust, which ultimate- ly has to be important as well. This answer may be more of a philosophical viewpoint than an opinion, but we can only wait and see – time will tell.” Digital Serbia adapts to change

is business capital in Serbia

V

Rumour says you should never do business with friends. Debunking this myth is the close friendship formed between Serbian publishers Novosti Belgrade and their trusted long-term paper supplier, UPM.

ečernje Novosti is a Serbian dai- ly tabloid newspaper with a cir- culation of around 200,000 cop- ies. With roots tracing back to the 1950s, the paper is published by Nov- osti Belgrade, who having been sourc- ing their newsprint from UPM for three years. Trust, mutual respect and the ability to overcome challenges togeth- er have built a strong bond between the two companies. Originally chosen for its strong ref- erences, UPM has proved itself to be a highly reliable business partner. “Our business relationship has gradually de- veloped into a professional friendship. Trust is the basis of any good part- nership. Our mutual understanding is based on listening to each other’s pro- fessional standpoints and appreciating the reality of the business we are both engaged in,” explains Commercial Di- rector Rade Vidakovich . Publishing a daily newspaper is a hectic, dynamic business: deadlines are short, as an entire product must be created from scratch every day. “Our newspapers go back 65 years. This leg- acy compels us to exhibit the maxi- mum degree of professionalism and

care. UPM’s competence makes it easi- er for us to succeed in this highly chal- lenging task.” Through thick and thin Vidakovich is happy with the precision and quality of UPM’s services: “With- out exaggeration, UPM has been in- credibly diligent in meeting delivery deadlines. Over a period of three years, there has not been a single late deliv- ery. In addition, the paper delivered has been of consistent high quality. Not once have we needed to file any kind of complaint.” Even through difficult times, UPM has stood by the company’s side, prais- es Vidakovich: “In May 2014, Serbia was struck by a natural disaster involv- ing extensive flooding. For a whole month, our business faced major prob- lems and we sustained heavy finan- cial losses. Every day, I received calls from UPM’s representatives offering us friendly support and showing a will- ingness to assist us to the best of their ability. To me, this was proof that we had real friends at UPM. Here in the Balkan region, such support is never forgotten.”

Text: Edvard Grilc, Mari Hirvi Photo: Novosti Belgrade

UPM NEWS 21