Dražen Klarić
Episode · #400
BREND FORUM Dražen Klarić
Guest Dražen KlarićHosted by Božo SkokoMay 3, 2026
Dražen Klarić
About this episode
What you'll hear in this conversation
The obituary for print media has been written many times over, yet some legacy brands defy the predictions, not just surviving but thriving. Dražen Klarić, editor-in-chief of Večernji list, has guided one such institution through the digital transformation, proving that a 60-year-old newspaper can become, as the host puts it, a 'superbrand'. He explains how his team preserved the core identity of a daily while expanding into TV and digital, navigating the tension between tradition and constant reinvention. This conversation explores how to build relevance across platforms without sacrificing depth, and what it means for a news organization to shape, not just report on, the world it covers.
Insights from the conversation
What to take from this episode
01
Večernji list's 62-year tradition isn't just history; it's a living record of innovation, from introducing the first newsroom computer in the 80s to launching an early online portal. For a legacy brand, the past is not a burden to shed, but a blueprint for continuous reinvention.
02
At a Weekend Media Festival panel 15 years ago, when the prevailing wisdom declared 'print is dead,' Klarić publicly disagreed. The lesson isn't to dismiss new trends outright, but to recognize the enduring value of a medium and adapt its form — through e-editions and premium content — rather than abandoning it.
03
Klarić points to three differentiators for Večernji list: the credibility and authorship of its journalists, its continuous innovation, and its role as a central forum for diverse ideas. A brand differentiates itself not by a single feature, but by combining specific, hard-to-replicate qualities into a cohesive identity.
04
Instead of hiring new, separate teams for Večernji TV or the online portal, Klarić's strategy was to adapt existing journalists to function in what he calls a 'triple world' of print, digital, and video. Integrating new platforms into the established newsroom culture preserves institutional memory and expertise.
05
Klarić likens managing print and digital operations to driving two cars with only two hands, one on each wheel. This practical reality means embracing the complexity of multi-platform operations, acknowledging that each format demands distinct attention rather than expecting a single, unified approach.
06
For Klarić, print, even with declining circulation, remains a 'marketing weapon' and a 'CD' — a physical artifact that reminds readers of the brand's seriousness, analysis, and depth. The medium that seems obsolete can become the anchor for a brand's credibility, enabling its digital expansion.