Nenad Perić, Milica Vasiljević Blagojević, Nenad Vujić The Public Perception of the Print and Electronic Newspapers and Magazines Editions-Case of Serbia JEL: M12, D83 Abstract: As in Serbia has not been concluded complex research on the subject of print and electronic media in terms of relations preference towards them, this paper aims to provide initial guidance in this regard. Using the purposes of this study formulated questionnaire, respondents on a scale of assessment amounted views on strengths and weaknesses of the print or electronic media. The research was conducted at the level of Serbia, with a large number of respondents (432), using a number of different variables on the Likert scale. Respondents evaluated a total of ten items pertaining to different aspects of the advantages and disadvantages of print and electronic editions. The results we came to can be of great importance to the media and other participants in the advertising industry-advertising agencies and advertisers. The scientific contribution of this paper is shown in the initial data the researchers gained in the fields of the media, marketing and advertising, regarding the perception of the print and electronic newspapers and magazines edition in Serbia. Key words: newspapers, electronic editions, Internet, journalism, information, consumers Apstrakt: Kako u Srbiji još uvek nema kompleksnih istraživanja na temu stanja štampanih i elektronskih medija u smislu odnosa preferencija prema njima, ovaj rad ima za cilj da pruži inicijalne smernice u tom smislu. Koristeći u svrhe ovog istraživanja formulisan anketni list, ispitanici su na skali procene iznosili stavove o prednostima i manama štampanih odnosno elektronskih medija. Istraživanje je sprovedeno na nivou Srbije, sa velikim brojem ispitanika (432). Korišćeno je više različitih varijabli na skali Likertovog tipa. Ispitanici su procenjivali ukupno deset tvrdnji koje su se odnosile na različite aspekte prednosti i mana štampanih i elektronskih izdanja. Rezultati do kojih smo došli mogu biti od velikog značaja kako za same medije tako i za ostale učesnike u oglasnoj industriji -oglasne agencije i oglašivače. Naučni doprinos ovog rada ogleda se u inicijalnim podacima koje su istraživači dobili u oblasti medija, marketinga i oglašavanja, a u vezi sa percepcijom štampanih i elektronskih izdanja u RS. Ključne reči: novine, elektronska izdanja, Internet, novinarstvo, informacije, potrošači 1 Introduction The importance of bringing new technologies into the world of print media is great and undeniable. Digital technologies have been a part of daily newspaper world for many decades. People working for newspapers started using computer technologies in the 60s of the last century. Computer technology revolutionized the production of newspapers and print media in general during the last two decades. Today, journalists and photojournalists use computers and computer systems for editing texts, images and news. The World’s leading newspapers have their own platforms for the c ontent collection and distribution, thus speeding up the workflow processes while ensuring the quality (Veglis, 2007). However, although the development of information technologies has been improving and modernizing the job posts and the work flow, the basic media format has remained the same. For a long time, the newspaper organizations were occupied only with the distribution of the print newspapers. As technology for the distribution of journalistic information in various forms has become more easily available with the