DINATON media
INTRODUCTION
DINATON'S BUSINESS ORGANIZATION
REPRESENTATION
DISTRIBUTION
MARKETING AND PROMOTION
PUBLISHING TRADE
GRAPHICAL DESIGN
DINATON' S OWN SHOPS
ACCOUNTING DEPARTMENT
DEVELOPMENT AND PROGRAM TRENDS
INTRODUCTION
In nineties of the past century the war broke out on the territory of former Yugoslavia in which the federation of republics was dissolved and some new independent countries were created on principles of West-European political and business system. After 50 years the communist political structure and system of government finally capitulated and new opportunities for business and development appeared. In this period of time, precisely in 1992 on initiative of Mr. Petar Krešimir Tkalec a new company DINATON was established, a company that was going to deal with music and everything connected with music.
The initial capital of Dinaton was about 60.000,00 EUR, which defined its first direction. Namely, the necessary equipment was bought and the business started. The basic activity was reproduction of audio tapes and VHS video, for then Croatia with more than sufficient production capacity of daily 20.000 sound and picture carriers.
By education of employees and by employment of new highly qualified personnel, the publishing activity started too. At that time the programme trend was various. The folk and entertaining music was published, the programmes for children the classic music and jazz.
Due to the fact that for good promotion and good distribution of sound carriers there is needed a good quality retail sale support, and that at that time it was really poor, Dinaton opened in 1995 the first specialized music shop in Croatia arranged as self-service shop, after the model of West European countries.
By spreading and building up the existing activities, the quality of the company and its functionality made possible the establishment, at then for Dinaton, completely new business branch, which is today one of its main activities: representation of foreign companies and distribution of its products on the complete territory of the Republic of Croatia. From its beginning and up to this day, Dinaton developed its own wholesale network which comprises over 300 shops. It goes without saying that for such distribution it has considerably extended its catalogue, which it has, along with existing offer of programmes mere than 50 independent labels all over the world.
Some kinds of music, due to its commerciality, are not reaching the buyer so easily, and not because that there were less buyers, but because of insufficient education and skill of the employees in the shops.
Having this in mind, Dinaton is going to open its second shop, in the capital of Croatia, now specialized for classic music, jazz and rock - anthology, which is the first one of the kind in this part of the.
Thanks to permanent investments in quality, Dinaton has today the contracts signed with the most important partners in Croatia (e.g. Croatian National Television, all independent TV nets, National Library, Croatian Musical Academy, Croatian Concert Direction, Croatian National Broadcast, almost all independent radio stations, 11 monthly magazines, 7 weekly magazines, 9 daily newspapers, etc.)
Except announcements in media and in newspapers, we are printing catalogues in our own edition, which are distributed to all customers free of cost. Within catalogue, beside the name of album, there are published the reviews of musical critics, with whom Dinaton has permanent and good cooperation. Dinaton is today acting at the same time in several quite different directions, but all of them have only one and the same goal: improvement of music business.
DINATON'S BUSINESS ORGANIZATION
1 st department:
REPRESENTATION
Employees who monitor and classify all information about music, its movements, its editions and everything that is considered relevant by partners we represent. It goes without saying that all this is adapted to the Croatian circumstances and to the Croatian market.
The employees in this department are permanently in touch, or as mush as it is necessary, with business partners represented by Dinaton, and in coordination with them they send information to all relevant facts of other Dinaton's departments. On basis of such reports, the other departments adjust their actions toward their business partners (buyers, reporters, media ..) and organize their activities on basis of the received information and data.
2 nd department:
DISTRIBUTION
Employees monitor the supply and demand on the market, they order and distribute goods to shops all over Croatia . In distribution department the data are systematically processed and are forming a CATALOGUE of edition in distribution. The complete catalogue is printed every month and it is sent in written form to all customers. At the same time this same catalogue is e-mailed. Except for this monthly catalogue, the information on new editions is sent monthly to all customers, together with review articles and information on position of the editions around the world. On basis of received information the forecasts about future editions' position and their possible demand on the market are sent too.
The wholesale department is working even on Saturdays and the ordered goods are despatched to the customers the same day in several ways: by TNT, by FEDEX, BY DHL, OVERSEAS, or by our own delivery service, by Dinaton' s delivery vans.
All ordered goods which are not at the moment on stock, are put on the so called "back-order" and according to customer's desire they are delivered at the days of receipt to Dinaton' s stock, or are erased from evidence.
The customers have several options how to order the goods, depending on their technical possibilities: by fax, ordinary mail, e-mail or by personal telephone call, and if possible by visit to the wholesale warehouse. For this purpose Dinaton has established four direct telephone lines, which enable the customers to place their orders without waiting.
3rd department:
MARKETING AND PROMOTION
Employees coordination activities between representation department and media, and elaboration of programme and plan analysis, organisation of concerts and support. The personnel of Dinaton is in charge of promotion and public relations. They regularly inform reporters, musical critics, publishers and producers about new editions of the foreign companies we represent. The news for reporters is being distributed on Internet, on regular press meetings and on monthly press conferences. We are also present on the Croatian national television (HTV), both in entertaining and in informative programmes. A whole lot of local televisions (about 14 in Croatia) are regularly supplied by video spots, press materials, CDs., compilations, the European and USA top lists, concerts and similar. We appear once in a month on Croatian Television in the most popular music show (telecasted on satellite too) presenting the latest editions, concerts in our country and abroad, and very often we distribute free concert tickets or CDs to our viewers. We have the similar cooperation with local televisions. We send once a week to the local radio programme managers our new compilations made at our own choice, according to the numbers of the sold sound carriers, local and European top lists (especially if it is the question of concert of one foreign performer in Croatia or in our neighbouring country, as it was the case with Omara Portuondo, when we sent some 500 CD to more than 150 radio stations with the greatest hits of Omara Portuondo from her 40 years long career). On the national level we have contract about permanent media monitoring with Family Radio and National Radio (both stations are on the level of the most listened-to, e.g. The National Radio is listened daily by 1.000.000 people). These two radio stations offer to Dinaton's personnel 60 minutes of time every week in which we present our novelties and other interesting CDs, like various compilations etc.
The music critics are supplied every month with press material, photographs of artists, with the newest CD and with specific Info column, which is changed every Monday. First of all it is the question of performers that we represent, music critics, dates and place of concerts, gossip, prizes and similar. We are particularly glad with this column because some of the most popular daily newspaper decided last year to take this column and they publish from it once a week four of five pieces of information.
The regular contacts with music programme managers and music critics and press conferences enable exchange of opinion, collection of new information from the music world.
We also cooperate with the leading music critics with whom we visit concerts all around Europe , we make agreements for them for interviews with performers that we represent, and we help them in as good as possible media monitoring all musical happenings. We have also developed a special work style, which has been extremely well accepted. Namely, we translate for them into Croatian all biographies and articles about artists, as well as all possible data that we browse on Internet. We scan the photographs on CD to make them acceptable for journalists, and video recordings are transferred and multiplied on Beta television cassette.
The weekly and the monthly editions are regularly filled with our titles. In music periodicals we offer CDs to our readers or tickets for concerts. We regularly appear in foreign editions, like Playboy or Cosmopolitan in their music and other columns.
4 th department:
PUBLISHING TRADE
Manager of local editions is a teacher of the Academy of Music of Zagreb , and in consultations with the above mentioned departments he brings decisions on programmes etc. He also brings decisions on editions that will be published he proposes contracts with new artists to be signed and presents short term and long term Dinaton's publishing programme. The editor-in-chief, gathering all materials connected with the edition and shaping them in a unit, send them to the department of GRAPHICAL DESIGN.
5 th department:
GRAPHICAL DESIGN
Two designers make complete graphical preparations for catalogues, advertisements, own editions .., up to the printing. These two designers employed by Dinaton, were employed and reached their skill in one of the most famous computer magazine. By such skill and knowledge they contributed to the quality of Dinaton' s editions.
6 th department:
DINATON' S OWN SHOPS
The complete organisation of supply and sale of goods is done with support of other departments. Within specialized Dinaton retail shops there are two music teachers, and reason for that is that in direct contacts with customers they are able to supply them with whole lot of information about music musicians and artists, which contributes to the musical education and culture of population. Such approach has made of Dinaton a cult figure. Namely, the Dinaton's customers are the most important persons from social, cultural, political and business life in the Republic of Croatia . By recommendations and acquaintanceship Dinaton has today very simple way to all segments of business doing.
7 th department:
ACCOUNTING DEPARTMENT
In charge of all financial matters
DEVELOPMENT AND PROGRAM TRENDS
With mentioned schedule of organization and business activities and every day's extension of publishing activities, Dinaton has published two projects outside borders of the Republic of Croatia, namely in London on ARC Music: " Zagreb Folklore Group dr. Ivan Ivančan", which in 1997 year in Dijon (France) was declared the best folklore group in the world, and also in Great Britain in Llangollen the same year win 1. place in competititon folk songs and chorus.
One of very important Dinaton's activities is co-organisation of concerts with Croatian Concert Direction with which we participated in organisation of a whole lot of very important musical happenings in Croatia with participation of celebrities like Jose Carreras, Placido Domingo, Omara Portuondo, Monserat Caballe, Esma Ređepova, and in the coming year it will be Cesaria Evora, Buena Vista Social Club, Omara Portuondo, Ruben Gonzales, Ibrahim Ferrer, etc.
Dinaton has its own building on two floors seat in the centre of Zagreb , the capital of Croatia , with 150 square meters of offices and 190 square meters of warehouse. We point out that Croatia has some 4.000.000 inhabitants, for the moment of very poor purchasing power, and such constitution is more than enough for market needs.
Dinaton is equipped with the most modern computer technique and large number of its employees has high school education. Three employees have musical education obtained at the Academy of Music of Zagreb . DUN & BRADSTREET said for Dinaton to be a company with enviable quality and business safety, being on an upturn in the coming years.
President :
Peter Kresimir Tkalec
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