Slavko Kozina
Episode · #462
POSLOVNI ĐIR Slavko Kozina
Guest Slavko KozinaHosted by Bojana KoharevićMay 3, 2026
Slavko Kozina
About this episode
What you'll hear in this conversation
When Croatia's largest retail chains collapsed in 2019, half the book market vanished overnight. Many declared the end of local publishing and bookselling. Yet, Slavko Kozina, president of the Croatian Chamber of Economy's Publishers and Booksellers Association, describes a surprising resurgence: new bookstores opening, physical books showing resilience against digital shifts, and regional festivals establishing themselves as major events. This conversation examines the hard work of rebuilding an entire industry, revealing how a sector can recover from catastrophe, redefine its value proposition, and even expand its physical footprint when conventional wisdom predicts its demise.
Insights from the conversation
What to take from this episode
01
"That first mandate was really marked by the collapse of publishing," Kozina notes, after Agrokor and Algoritam wiped out half the market. Even catastrophic market loss can be overcome; recovery isn't always about internal strategy, but enduring systemic shocks and benefiting from external regulatory shifts like "Lex Agrokor."
02
While other cultural sectors faced prolonged shutdowns, the book industry had "the good fortune of being consumable with its product" at home during the pandemic. Some products inherently absorb external shocks better than others; understanding your product's resilience to disruption is a strategic asset.
03
The predicted demise of physical books never fully materialized; e-books account for only 2-3% of readership in Croatia, and physical books "survived that potential e-book attack." Not every digital shift displaces traditional formats; often, consumer habits prove more resilient than technology predictions.
04
Against the trend of declining physical retail, the book industry saw nine new bookstores open in 2020, and five more this year, in locations that never had them before. Growth isn't always about competition in existing markets; sometimes, it's about identifying and serving entirely new geographic segments.
05
As an industry stabilizes, the focus shifts from mere survival to the quality of its human capital. Kozina states the next challenge is low wages for bookstore workers, who need to be educated and able to "adapt the book to your character, your desire." The next phase of development after rebuilding infrastructure is investing in the skilled labor that defines the customer experience, even when it means tackling difficult pay structures.
06
The Mediterranean Book Festival in Split established itself as the second-largest fair in the country after Interliber in just five years. Regional initiatives, even in smaller markets, can quickly gain prominence and become significant players by tapping into local identity and specific cultural affinities.
07
The fourth MFK in Split was "the only fair in Europe held during that period of galloping corona," thanks to strict epidemiological measures and local leadership. Even in severe crises, major events can be successfully executed with strict discipline and political will; "it can't be done" often means "we haven't tried hard enough to make it safe."
08
The 2007 agreement on a unified book price needs updating because "you don't have technology, you don't have webshops, online sales." Industry self-regulation, even when it exists, requires constant adaptation to technological shifts. What worked before online sales will create market distortions if not regularly updated to new channels.
09
The next mandate's goals include an "ethical code" to ensure colleagues "respect processes, respect hierarchy," meaning no pop-up book tents in front of existing bookstores, coordinated discounts, and respected author fees. Beyond external market forces, internal industry cohesion and ethical conduct are crucial for long-term health; preventing internal cannibalization is as important as fighting external threats.
10
Kozina asserts, "There is no culture without infrastructure." Cultural initiatives, like book festivals and new bookstores, require foundational support beyond just artistic merit. Investing in physical spaces, logistical frameworks, and organizational structures is a prerequisite for sustained cultural impact.