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

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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.

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