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Javnost - The Public, Vol. 31 - 2024, Suplement
Guest Edited by Jernej Kaluža and Sašo Slaček Brlek
Struktura slovenskega medijskega trga v ekonomiji pozornosti
Dnevnoinformativni mediji se zaradi sprememb v spremljanju medijev in selitve oglaševalskih sredstev v digitalno okolje soočajo z močnejšo konkurenco digitalnih platform, ki prevladujejo v ekonomiji pozornosti. Najina raziskava razkriva, da digitalizacija, kljub specifičnostim slovenskega trga, temeljito preoblikuje delovanje tradicionalnih medijev in novinarstva, zlasti časopisnega. V proučevanem obdobju 2008–2020 so se prihodki medijske dejavnosti nominalno nekoliko znižali, prihodki iz oglaševanja pa so relativno, v primerjavi z mediji in časopisi, močno narasli. Analizirani mediji se na negativne trende odzivajo predvsem s poslovnimi strategijami tesnejšega sodelovanja z oglaševalci in diverzifikacijo svojih dejavnosti. V tem procesu se uredništva vse bolj preoblikujejo v upravljalne centre, odgovorne za nadzor nad produkcijo in distribucijo vsebin, kar prinaša spremembe tudi v nalogah novinarjev. Vendar niti te strategije (vsaj) v Sloveniji ne prinašajo večje prodaje časopisov, zato ohranjanje pozitivnih rezultatov v veliki meri omogoča prav intenzifikacija izkoriščanja delovne sile ob njenem neprestanem zmanjševanju.
Structure of the Slovenian media market in the attention economy
News media face increasing competition from digital platforms that dominate the attention economy, driven by changes in media consumption and the shift of advertising funds to digital environments. Our research shows that despite the specific characteristics of the Slovenian market, digitalization is profoundly changing the operations of traditional media and journalism, especially print journalism. During the analyzed period (2008–2020), media industry revenues have slightly decreased in nominal terms, while advertising revenues have significantly increased in relation to media and newspapers. The media companies analyzed have responded to these negative trends primarily with business strategies focused on closer cooperation with advertisers and diversifying revenues. In this process, newsrooms are increasingly being transformed into management hubs responsible for overseeing the production and distribution of content, which also leads to changes in the role of journalists. However, these strategies have not led to higher newspaper revenues, at least in Slovenia. Maintaining positive financial results depends largely on the increased exploitation of labor in conjunction with its continuous reduction.
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