NIP “Petrovic and Daughters”
8, Vojvode Brane Street
Description of the project
was established with 50.000 DM from private, family funds, and was making profit
only when selling the magazine was not prohibited by school principal. Over the
time funds were spent, apart from equipment, on expenses such as office rent,
printing, distribution, newspaper disposal, salaries for journalists and
contributors, copyrights, travel and tel/fax bills.
The only magazine for children
was "Politikin Zabavnik" published weekly by pro-Miloshevic publishing
publushed by private company "Petrovic i cerke", was the only
independant one for the children age 8 - 14, but the circumstances for such a
magazine to be published become too difficult and harsh to deal with:
subscription, independent individuals selling copies in the streets or in
schools become practically impossible since family budgets are overloaded with
other expenses for their offspring – schoolbooks, rebuilding of schools,
excursions( made obligatory by teachers who benefit from organizing them).
Parents, expressing a priori disagreement with any new expenditure, directly or
indirectly forced by school, show no willingness to finance anything but
bare necessities of life.
Democratic changes in Serbia
since October 5th made the lack of children’s magazine even more obvious. With
its concept and content, “Male Novine“ intend to introduce life without
stress to its readers
Editorial board of “Male
Novine” was established in Septembar 1997. All members were professional
journalist experienced in the field of daily and magazine editing, and the
magazine was founded with private funds of Petrovic family (Verica Lazovic,
editor in chief, has 20 years of experience as journalist and editor with
newspaper and magazines such as “Omladinske Novine”, “Duga”, “Intervju”,
“Gradanin” as well as in writing and producing radio and TV dramatic works).
The first edition of “Male
Novine“, issued November 13. 1997, become weekly magazine from November
20. 1997. until June 1998, with the average 10.000 copies distributed.
After the break during the
summer holidays, “Male Novine “ continued to exist from December 1998, but
as a monthly magazine with four color pages. Due to the political circumstances
in SRJ, international organisations and donors were forced to leave the country
and therefore publishing of magazine ended in February 1999.
Both in concept and content
“Male Novine” magazine is oriented towards tolerance and introducing
cultures around the World to the young readers in Yugoslavia. It aims high to
develop children’s reading habit as addition to their compulsory education as
well as to create consciousness regarding children’s rights and introduce the
basic of democracy.
Regular columns are:
- news from all over the World – adjusted to the
- story about children in some other country,
- popular science,
- biography of humanist or scientist,
- interesting geography,
- children rights,
- film & music,
- and psychological counselling service.
By the end of 2000, and in the future, “Male Novine“,
should become a monthly magazine: 64 pages (16 in color) in rotation-printing of
10,000 copies per month.
We expect color pages to attract
advertisements - that would be an extra help in financing advertising newspaper
itself and therefore a possibility of a new market breakthrough.
“Male Novine” magazine is
informative and entertaining for the children age 8-14 - population of two
million Serbian language native speaking pupils in Yugoslavia and Republika
So far we have learned that our
readers are divided in two main groups – those living in villages or areas
with no libraries or other means of providing reading material for children (our
magazine was getting there through the effort of teachers), and those living in
city areas and considered to be induced to reading by parents as educated part