Development of Existing Media Production with the Aim of Increasing Efficiency and Market and Business Value at Eventim Si, d.o.o.

At the beginning of writing his diploma thesis, he established that the Slovenian market is very saturated with magazines, and the readership of print media is steadily declining with the rise of internet usage, so he used a SWOT analysis to research the strengths, opportunities, obstacles and weaknesses of publishing the Event.vodič magazine. The main findings of the SWOT analysis were that organisers are looking for additional opportunities to promote their events, readers and ticket buyers want a guide to upcoming events in Slovenia, and that tourists are looking for ways to enhance their stay. Our advantages were: an existing base of readers and advertisers, knowledge of the profession, a database of upcoming events and a well-established team.

Problem

At the beginning of writing his diploma thesis, he established that the Slovenian market is very saturated with magazines, and the readership of print media is steadily declining with the rise of internet usage, so he used a SWOT analysis to research the strengths, opportunities, obstacles and weaknesses of publishing the Event.vodič magazine.

Results

The main findings of the SWOT analysis were that organisers are looking for additional opportunities to promote their events, readers and ticket buyers want a guide to upcoming events in Slovenia, and that tourists are looking for ways to enhance their stay. Our advantages were: an existing base of readers and advertisers, knowledge of the profession, a database of upcoming events and a well-established team. The growth of online advertising, a small market and lack of recognition were identified in the analysis as potential threats, whilst at the same time publishing a magazine is an additional burden on employees and an additional cost due to printing and distribution.

After the publication of the first issue of the magazine, it turned out that the interest of readers and advertisers was indeed great, but the magazine is not suitable for enhancing tourists' stay (as originally anticipated), as the content is not in English and they do not understand it. The lack of recognition of the new magazine in the market did not prove to be an obstacle, as regular readers of the magazine were quickly acquired based on the existing base of ticket buyers. The additional cost of printing and distribution also does not represent an obstacle, as it is regularly covered by advertising revenue.

They also determined the methods of advertising in the magazine, and advertisers have the option to advertise on the covers of the magazine (full-page advertisements) or on pages in the magazine, where they can choose between advertisements of different dimensions (strip, half page, full page, double page). He established that print and digital media complement each other excellently and that readers still largely enjoy reaching for print media. Partner sales points, to which smaller quantities of magazine copies were delivered in the first month, asked Eventim Si, d. o. o. to deliver larger quantities to them in the future, as their users also received them well.

Based on these facts, a review of the competition and the interest of potential advertisers in the magazine, I conclude that the project will generate profit and will simultaneously contribute to better brand recognition. In graphic design, he followed theoretical rules and principles, as the company wants their magazine to evoke a feeling of quality, pleasant well-being and modernity among readers. The feeling of quality was achieved through the choice of glossy paper with a sufficiently high grammage of 90 g/m2, pleasant well-being through the choice of warm colours, which is why yellow appears throughout the entire magazine, which is also an integral part of the company's logo, and the feeling of modernity through the choice of sans-serif typography called Titillium.

They wanted new and existing readers to easily navigate the magazine's content, which was ensured by a table of contents that is always located in the same place at the beginning of the magazine, by defining regular sections that will be repeated in the magazine every month, and by numbering at the bottom of each page. Due to the narrow vertical format, the magazine's composition is vertical and one to a maximum of two columns are used for placing text and images. For the cover, they established a rule that the magazine's logo must always be present in the same place to attract readers and distinguish our magazine from others, and it appears in different colour combinations depending on the cover illustration.

The illustration on the cover is used to promote events and is available to advertisers as one of the advertising options, but must not contain other textual elements except the name of the event. Already the first issue of the magazine proved successful, as their forecasts regarding revenue from advertising were confirmed. Based on the completed coupons received for the prize draw, which is a permanent element of the magazine, and the number of views of the digital version of the magazine, they established that the magazine was well received among readers and that their number is growing rapidly.

Excellent responses were also received from partner sales points, which informed us that the Event.vodič magazine is of great help to them in selling tickets. The thesis of the diploma thesis, that the renovation of media production will increase the efficiency and market and business value of Eventim Si, d. o. o., I confirm based on the facts written above.