Internet challenges for print media advertising practice - Case of Belgrade daily newspapers

摘要

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 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 a digital environment. The conducted research showed the differences between commercials in online and offline versions of national newspapers.