Printed VS on-line media and challenges for editorial concepts: Example of news magazines in Serbia

Abstract

The paper examines the differences in editorial policy between the online and print editions of the two most famous and most influential Serbian news magazines - NIN and Vreme. All the elements of the editorial policies that exist in the modern media system are analyzed - media content (topics), internal agenda settings, form, media, visual and audio elements, gate keepers, readers/consumers, as well as the system of advertising and subscriptions. Based on four years of research, six months content analysis and interviewing the journalists employed in these newsrooms, it was found that only two elements of editorial policy can be defined as different between online and print editions. This implies unconformity regarding new media of the most important print media, e.g. media which addresses decision makers and the most educated part of the society.

Rad se bavi razlikom između uređivačkih politika on-lajn i štampanih izdanja dva najpoznatija i najuticajnija srpska nedeljnika - NIN i Vreme. Svi elementi uređivačke politike koji postoje u sistemu modernih medija su analizirani - medijski sadržaj (teme), unutrašnja agenda, forma, medij, vizuelni i audio elementi, čuvari kapija, čitaoci/konzumenti, kao i sistem pretplate i oglašavanja. Zaključak izveden na osnovu četvorogodišnjeg istraživanja, šestomesečne analize sadržaja i intervjua sa novinarima zaposlenim u analiziranim redakcijama, ukazuje da se samo dva elementa uređivačke politike razlikuju u štampanim i on-lajn izdanjima, što govori o neprilagođenosti novim medijima najvažnijih štampanih medija, odnosno medija koji se obraćaju donosiocima odluka i najobrazovanijem delu društva.