Serbia, 021: Efficient clients and users’ databases for higher advertisement monetization

min read

021, a multiplatform outlet based in Novi Sad, aims to increase its revenue by enabling better planning, improved coordination and more efficient communication with customers by developing a database of business clients.  

“Following the implementation of the new software the list of potential clients has doubled,” pointed out from 021 adding that as a result of the new approach “the sales strategy is updated in accordance with the obtained data; a more efficient control of sales processes is established through improved internal procedures; and an adequate marketing strategy with goals and evaluation indicators is in preparation.” 

In addition to the new clients’ base, 021 also implemented the Engaged Citizens Reporting (ECR) tool, an online questionnaire that gives citizens opportunity to suggest topics, provide documents, and testimonials. In a questionnaire titled Be the editor of, distributed in September through all available 021 platforms, they asked the audience to point out their needs and interests.

“Thanks to the ECR tool has become a communication channel between the citizens and the local authorities. This collaboration was extremely effective regarding local issues like logging and illegal landfill sites, among others,” said from 021 adding that “there is a noticeable increase in the involvement of the local community.” 

021, established 23 years ago, consists of a radio and web portal, as main channels of communication, and a café named Radio Cafe, a side business established to support the outlet's independence with its non-core business revenue. 

“Media for All project fulfilled our expectations. As a result, we expect to increase advertising sales and have better communication with our audience,” said from 021. 

021 is one of the 16 outlets from Serbia that are part of the Media for All business development grant scheme. The project is funded by the UK Government and implemented by the British Council, Thomson Foundation, BIRN and INTRAC in all Western Balkans countries.

Journalift is an online resource platform with state-of-the-art hands-on practices and knowledge for people who want to know more about media development, media business and the newest trends in the media industry. It has been designed as a knowledge hub focused on the media outlets needs.
We see ourselves as ‘game changers’, in the media development community that bring new ideas, innovative tools and result-based approaches to media businesses operation.

Related articles:

Top stories from Journalift:

AI is, in many ways, a revolutionary event, similar to what Gutenberg’s printing press was in the 15th century, or radio, TV, and even internet in the 20th. It’s a technology that will permanently reshape society. For many of us, AI means everything we learned from multiple dystopian movies (2001 A Space Odyssey, The Terminator, Matrix, Blade Runner, …).


Latest Articles:

Navigating the Promise and Perils of AI: What Every Media Professional Needs to Know About ChatGPT
AI is, in many ways, a revolutionary event, similar to what Gutenberg’s printing press was in the 15th century, or
Disrupting the Market: How is one small media challenging the industry giant in Poland
Is it possible to create, in one year, a quality information service for a region with a population of 4.3
Calls Open for EU Investigative Journalism Award 2023
Journalists from the Western Balkans region and Türkiye are invited to submit their investigative stories The EU Award for Investigative