COMPETITIVE MANAGEMENT STRATEGY FOR PRINT MEDIA ADVERTISING ACTIVITIES

There is a growing trend of transferring commercials from print media to online format during the last decade. Rising number of users who are spending more time on the Internet and social networks, are the main reason why print media are facing a problem of keeping advertisers in their media in order to provide resources for their survival. Newspapers are going through meager changes intending to adapt to business conditions in the digital environment. The conducted research on the sample of ten Belgrade daily newspapers indicate the weaknesses of print media formats and give inputs for the creation of competitive media strategy based on synergy of print and digital formats.