Ključne reči: oglašavanje, štampani mediji, analiza sadržaja, dnevni list Politika, Srbija Keywords: advertising, print media, content analysis, Politika daily, Serbia http://creativecommons.org/licenses/by-nc-nd/4.0/legalcode https://phaidrabg.bg.ac.rs/o:32381 info:eu-repo/semantics/article Četvrta nacionalna konferencija SEMA: IZAZOVI I PERSPEKTIVE MARKETINGA : zbornik radova, Zlatibor, 3-5. novembar 2023. application/pdf 1176778 bytes srp Mitić, Sanja Ognjanov, Galjina Beograd : Srpsko udruženje za marketing – SeMA OGLASI U SRPSKOJ ŠTAMPI NEKAD I SAD: POREĐENJE ŠTAMPANIH OGLASA OBJAVLJENIH U DNEVNOM LISTU POLITIKA 1922. I 2022. GODINE Apstrakt: Rad se bavi analizom sadržaja štampanih oglasa u Srbiji u cilju poređenja medijskog oglašavanja u štampi sa vremenskim razmakom od jednog veka. Za objekat poređenja odabrana je dnevna novina “Politika”, kao najstariji štampani medij s početka prošlog veka čiji je kontinuitet publikovanja održan do danas. Analizirani su komercijalni oglasi objavljeni u “Politici” tokom decembra 1922. godine i decembra 2022. godine, odabrani slučajnim metodom. Osim očekivanog smanjenja broja oglasa koje je posledica promena na modernom tržištu oglašavanja uslovljenih razvojem novih medija, najinteresantnije razlike uočene su u kontekstu tipa oglašivača, kreativnih rešenja i korišćenja ćiriličnog odnosno latiničnog pisma u štampanim oglasima nekad i sad. U zaključku, autori iznose stav da štampano oglašavanje i pored značajnog smanjenja učešća u ukupnom medijskom oglašavanju i dalje predstavlja važan alat marketinškog komuniciranja posebno u domenu razvoja odnosa sa različitim stejkholderima. Abstract: The paper focuses on the content analysis of the print advertisements in Serbia aiming to compare the print media advertising in the two time periods, i.e. in the years of 1922 and 2022. The comparison is based on the selected issues of the most prominent Serbian daily paper “Politika” with the continuation of publishing for more than one century. The commercial ads placed in “Politika” in December 1922 as well as December 2022 have been randomly selected and analyzed. Besides expected reduction in the number of placed ads as a result of the current changes on the advertising market brought by the proliferation of new media channels, the most interesting differences in print advertising in the second decade of the 20th and 21st centuries have been found in regard to the types of advertisers, advertising creatives as well as the use of Cyrilic and Latin letters. In conclusion, the authors argue that print advertising, though with a substantially reduced share within the overall media advertising budgets, has remained an important media communications tool particularly for its role in the development of broader stakeholder relations. 2023