Clickbait is not invented by internet portals; same tricks are being used by TV and radio for years

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“Two types of clickbaits should be discerned. One type is a direct scam of readers which is in fact fake news. Another thing is when you give a key information and then hide something secondary. That clickbait is a necessary evil. To stop doing it, my company should invest a huge amount of money in Facebook ads. I believe that hype around clickbait is exaggerated while similar tricks have been in use on radio and TV for decades and no one complains about it”, said Filip Raunić, Chief-In-Editor of during the panel “New World Order – How to produce a content for digital age”.

Participants concluded that the written journalism on internet has developed its own rules, phenomenom and specifics.

Jasmina Koprivica from Antenna Group highlighted that digital media changed the way journalists write. The crown of journalism for her is still a gorgeous text in a printed media. Comparing printed media and portals, panellists mentioned a speed which could be an obvious advantage of digital media.

“A thing with speed is the same as with English language and job hunting. You must speak English, but that knowledge itself will not result with your employment. The same thing is happening with news portals. You have to be fast, but everyone else is fast, too. In my opinion, it is more important that you are fast in providing a context, a statement, a clarification. Speed could be a disadvantage, comparing to print, as well. One colleague of mine gave an example if he has 10 minutes to learn what is going on in the country, he would get more info from newspapers than a cover page of any website. They are being changed way too fast”, said Raunić.

Daniel Delale, Chief-In-Editor of portal 100posto, stated that there are magazine style digital media, same as his portals, where the quality is given a priority over the speed.

Participants discussed authors rights on internet, as well. Portals share a content from other media, sometimes with a signature and link, but sometimes without it. Saša Stajić from Adria Media gave an example of a photographers from Serbia which organized themselves very well and protected their rights, compared to journalists.

With the aim to protect authors’ rights some websites banned content sharing.

“Content sharing is not a problem. I am against a ban on sharing, but good practice examples should be respected. Problem is in Serbia that this is not respected properly”, said Koprivica.