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Travel tourism magazines on the czech media market-a comparative analysis of the C.O.T.Business and National geographic
Juránková, Simona ; Dolanská, Nora (advisor) ; Wolák, Radim (referee)
Travel periodicals are one of the means, how can readers - potential tourists to learn about a specific destination, or be motivated to visit presented country. This diploma thesis describes the development and transformation of the tourism magazines that are published in the Czech Republic after 1989. The attention is focused on the title COT business (for professionals) and National Geographic (for the public). Although targeted at different audiences, both periodicals bring news and coverage from destinations, interviews with travelers, practical travel advices and thus contribute for the increase or decline of demand for various places. Selected magazines gradually gained a strong position on the Czech media market and can be thus described as prototypes in their segment. Especially in recent years in comparison with the competition selected periodicals have declined in sold costs, advertising revenues and readership. The aim of this thesis is to investigate the market overall with selected travel periodicals and also identify opportunities that should selected titles (publishers) include into marketing planning, if they want to stay "leaders" on the media market. The thesis also presents a case study that is comparing the framing methods of selected destinations in order to determine, to what...
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Contemporary book market. Field Inquiry research among both booksellers and customers and its evaluation
Kubecová, Lucie ; Hník, Ondřej (advisor) ; Hausenblas, Ondřej (referee)
The aim of the bachelor thesis is to present an overview of the Czech book market. At the same time there should be given the outcome of my own inquiries as compared with the currently available data. The thesis is based on the statistical data and information which were offered to the author by the representatives of the Czech book market. The introductory part which marks the year 1989 as the start of the contemporary book history is followed by the characteristics of the book market structure during the years 2001 - 2010. The impact of the decisive factors, in particular the V.A.T. increase, and the new modes of reading such as electronic books ,are analysed. The thesis was complemented by the face to face interviews with two contemporary Czech authors who at this occasion presented their opinions on the latest developments of the Czech book market.
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The publisihing house's profile : grada
Fiala, Adam ; Halada, Jan (advisor) ; Čeňková, Jana (referee)
After 1989 publishing business opened for new subjects. One of them is Grada Publishing, a. s., which celebrated the 20th anniversary of its successful activity on the Czech market in 2011. Grada focuses on non-fiction and professional literature on the book market and is ranked as one of the five most productive subjects with more than three hundred books a year. This bachelor thesis concentrates on description and analysis. It presents collected information about the publishing house's formation and development; primarily it deals with the changes in the catalogue of publications in the set period of two decades. A short summary of the discipline's history offers the opportunity to compare it with the modern shape of publishing profession. Grada started with computer literature. Computers and the Internet are said to be stealing readers. The thesis also deals with the response of the publishing house to new possibilities of publicity and distribution of books (Internet, e-books). Further, it focuses on an overview of the current state where emphasis is put on thematic categories and editions and their evaluation. In order not to leave the publishing house out of the context of the Czech book market, the selection of analogous and potentially competing enterprises are analysed in the bachelor...
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Relaunch of Hospodářské noviny(2009) and Mladá fronta Dnes(2010)-Comparative Analysis
Keményová, Zuzana ; Köppl, Daniel (advisor) ; Wolák, Radim (referee)
The main aim of this thesis are two Czech nationwide daily newspapers Hospodářské noviny and Mladá fronta Dnes. This thesis focuses on graphics relaunches which these newspapers passed in years 2009 and 2010. It deals with question, how the graphics changes influenced appearance of these newspapers, their content and the position on the media market. This composition responsibly took the opportunity to show the reader in detail, how these newspapers have changed the look of the headlines, elaboration of photos, colors and other graphics components. Along with it the thesis analyses the content changes, such as stylistics or the way of submitting information. Last but not least it gives the comparison of the earning power of these newspapers, position of their publishers Economia and Mafra as well as interviews with publishers representatives.
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Perception of current trends in online advertising focusing on retargeting
Říhová, Terezie ; Huněk, Filip (advisor) ; Hrabánková, Markéta (referee)
Diploma thesis deals with complex view on the current online advertising form in the context of continuous technological development of contemporary society. Internet advertising and its range is viewed from a marketing perspective and in the context of media studies. Together with online advertising history, diploma thesis represents the development of the internet market and in this context it is pointed at reach of online advertising industry. Readers are acquainted with basic types of online advertisements, payment models and online advertising buying ways. Thesis in detail deals with modern trends such as programmatic buying of online advertising, behavioral targeting, retargeting, and many others that are examined from the perspective of advertisers, online content publishers and users whose privacy is from some perspective disrupted by these trends. To show the complexity of the issue, the thesis also contains deeper information about technology. At the end of the theoretical part, the thesis deals with intensively discussed topic of ad-blockers. To create a wider conclusion about the topic, there is also a part of the work that contains interpretation of survey focused on standard users and presentation on findings from structured questionnaire that has been designated to leading Czech...
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Book design in the context of the phenomenon bestseller
LIŠKOVÁ, Eva
The theoretical part of the thesis in his first chapter of the book deals with a phenomenon that accompanies since its inception and how it affects us the literary world. The next phase will analyze literary types and origin of fiction itself, which strongly supported the reading culture and to encourage the creation of rights bestsellers. The next section will focus on the book and its difficult journey from writer to designer, printers and finally to the reader. The next phase deals with books in physical and electronic form, the reader walks of life and then directly bestseller term, as the current phenomenon of literary culture. Then represents one of the writers Dan Brown and his books of content and visual aspects. The last part will deal with the linking book design and art education in the practical part of the thesis description of the treatment, resulting arises file publishing a collection of selected books by Dan Brown.
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Ad Blocking and its Effects
Komárek, Tomáš ; Stříteský, Václav (advisor) ; Bartůněk, Ondřej (referee)
The thesis analyses the ad blocking phenomenon and explains the importance of online advertising as a part of the marketing communication. The aim of the thesis is to predict the future of online marketing in connection with the ad blocking trend and suggest recommendations for online publishers. In addition, user behaviour is analysed. The analysis is based on a survey filled out by internet users. The main results from the thesis include a comprehensive analysis of ad blocking, estimation of future development and a summary of solutions for publishers on the ground of qualitative research with online marketing experts.
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Economical influences of increasing vat on books.
NOVÁKOVÁ, Kateřina
In my thesis are defined influences which caused increase of vat on books. The thesis briefly characterizes vat, it´s history, development and compare it with vat in other countries in european union. It shows a situation on Czech book market in recent years and judge the influences that the increase of vat had on readers themselves, but especially on publishers, book sellers, state and public budget.
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Peering through the Review Process: Towards Transparency in Grey Literature
Farace, Dominic
Now that grey literature is readily catalogued, referenced, cited, and openly accessible to subject based communities as well as net users, the claims that grey literature is unpublished or non-published have sufficiently been put to rest. However, now that grey literature has met these former challenges and entered mainstream publishing, it requires in the spirit of science to have a system in place for the quality control of its content. This new challenge has recently been spurred by the IPCC affaire involving the use/misuse of grey literature and is now almost a daily topic in the world media. The purpose of this study will be to explore the degree to which grey literature is reviewed and to compare similarities and differences with formal peer review carried out in various degrees by commercial publishers. This study will further distinguish the review process implemented by grey publishers from that of mavericks and vanity press, where personal opinion and pure speculation run rampant. This study looks at the body of literature on peer review and its relatedness to grey literature. Key concepts and elements in peer review form the framework for a comparative analysis, and these are examined in light of guidelines on peer review submitted by publishers. In addition, alternative models for peer review found during the course of study are compared for their relevance to grey literature.
Fulltext:  MP4
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Open Access and institutional repository : approach of the Czech Academy of Science and link-up to international projects
Lhoták, Martin ; Chýla, Roman
The Academy of Sciences of the Czech Republic (ASCR) is a signatary of the Berlin Declaration since the last year. In April 2009 the Scientific Council of the Academy stepped forward and recommended in a statement addressed to the newly elected management of the Academy to: formulate ASCR policy for OA; finish preparation of the central institutional repository of ASCR and use it for OA; actively use ASCR’s potential as a unified and strong organization for effective development of an information infrastructure for R&D and determine concrete rules for access to infrastructures built in the frame of “OP VaVpI EU” projects. The Czech Academy of Sciences Library (CASL) has been invited to participate in the process and actively contribute to the OA case in the future. There are a few projects with central impact that concerns OA. We describe two of them in the paper.
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