WORLD PRESS TRENDS - World Association of Newspapers

SLOVENIA
Commentary – CATI
Slovenia does not yet have an Audit Bureau of Circulation, but
there are promising signs that one may emerge eventually. In
2002 the largest publishers, advertisers and advertising agencies
reached a consensus and formed a joint body to support and
fund the National Readership Survey, which is owned and
controlled by the Slovenian Advertising Chamber. The survey
is conducted by CATI and after its first year has become accepted
as the benchmark for the market.
A new daily newspaper called Finance launched in 2001. As its
name suggests, it concentrates on business and financial news.
In August 2002 the German company Burda Verlag Osteuropa,
one of the oldest and largest magazine publishers in the world,
became a majority shareholder in Motomedia, which publishes
licensed versions of Cosmopolitan, Men’s Health, Lisa and Playboy.
Only one daily is a tabloid – Slovenske Novice – and this is the
most widely read of all Slovenian dailies.
In the recent referendums on entering the EU and NATO, which
were conducted in March 2003, 89% voted to enter the EU and
66% of them voted to join NATO.
In the July 2002 edition of its International risk and payment review,
Dun & Bradstreet, the largest business information provider in
the world, once again rated Slovenia as the most secure market
in Eastern Europe to invest in.
POPULATION
Population by age and sex
All individuals Male Female Households
000 % 000 % 000 % 000
Children 300 16 154 16 146 15 685
16-24 278 14 143 15 135 14
25-34 286 15 146 15 140 14
35-44 306 16 154 16 151 16
45-54 297 15 153 16 144 15
55-64 209 11 101 11 108 11
65+ 252 13 107 11 145 15
Total 1,927 100 959 100 969 100
Source: Central Population Registry,
Ministry of Interior, 2002 census
Age structure of readership
% of % daily reach
Age readership within age group
under 16 4.5 27.8
16-24 15.2 45.2
25-34 16.5 48.1
35-44 18.7 46.5
45-54 19.1 47.7
55-64 15.1 46.5
65+ 11.0 43.9
Source: National Readership Survey 2002
Population by social class and sex (1999)
All adults Male Female
(%) % %
A 3.0 4.3 1.8
B 9.0 10.9 7.1
C 11.2 7.1 15.3
D 36.2 44.2 28.3
E 24.6 17.2 31.8
F 16.0 16.3 15.7
Total 100.0 100.0 100.0
Source: CATI Center, Daily Omnibus 1999 (Jan-Dec)
A= managers/employees, income above SIT 150,000/month
B= managers/employees, income up to SIT 150,000/month
C= employees/lower middle class
D= workers/farmers
E= pensioners/housewives/unemployed
F= pupils/students
Newspaper reach (%)
Daily Weekly Monthly
All adults 45.1 77.7 88.8
Men 49.6 81.5 90.9
Women 40.7 73.9 86.8
Source: National Readership Survey 2002
Households
Households
Occupancy
000s
1 person 150
2 people 157
3 people 143
4 people 158
5 or more people 76
without children 158
with children 527
Total 685
Source: Central Population Registry,
Ministry of Interior, 2002 census
WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003 243