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  1. 1. Bringing historical advertisments and commercials into research focus -Europeana Newspapers project- Aleksandra Trtovac, Nataša Dakić University of Belgrade, University Library “Svetozar Markovic” Eighth SEEDI Conference on Digitisation of Cultural and Scientific Heritage, National and University Library, Zagreb, 15-16 May 2013
  2. 2. University Library “Svetozar Markovic” as partner in the project • 408.000 digitized pages of Serbian newspapers issued in the period 1850-1945 from more than 40 titles • Some titles: Nova iskra, Podunavka, Srbadija, Beogradske opštinske novine, Zora, Balkanski rat u slici i reči, Ilustrovana ratna kronika, Pastir, Sion, Težak, Peštansko-budimski skoroteča, Zemunski glasnik, Srđ, Branič, Zvezda, Starmali, Starmladi, Stražilovo, Šumadinka...
  3. 3. OCR for UB materials • OCR is planned for all 408,000 pages, and it will be done by the University of Innsbruck • data search by key words across entire text, including captions and explanations within pictures and photos • newspapers delivered by our library to Europeana are mostly printed in Cyrillic, including the old Cyrillic alphabet, which contains Russian letters • results of the OCR testing at University of Innsbruck - over 90% success in character recognition
  4. 4. OLR, NER • for materials provided by University Library "Svetozar Markovic", originaly, use of the OLR and NER technology was not planned • possibility for students of the Department of Library and Information Science at University of Belgrade to engage in work related to the named entity recognition for Serbian language • this option will be discussed in detail during the workshop in Belgrade, which will be held on June the 13th and 14 th
  5. 5. Export of digital objects and metadata • METS / ALTO (improved by University of Innsbruck) will be used for data entry and metadata display • export in DC metadata set for each newspaper title record from University Library database COBISS and deliver all holdings data for each volume, issue and number • further metadata processing through the METS / ALTO, together with digital objects by University of Innsbruck 5
  6. 6. Criteria for the selection of materials • Titles that are not digitized in National Library of Serbia • Publications that are in good condition • Technical limitations
  7. 7. Насловне стране новина - слике
  8. 8. Added value to the project • in light of discovering newspapers content, librarians of the University • • Library "Svetozar Markovic" had analytically processed over 2,000 articles from the old Serbian newspapers all these articles were processed with corresponding bibliographic metadata and annotations in a bibliographic data format and can be automatically exported to XML, Dublin Core, MARC21 emphasis is placed on the processing of short news, announcements, public calls, obituaries, photos, ads and commercials 9
  9. 9. Digital objects (ads and commercials) and metadata 10
  10. 10. Full metadata set • • • • • • • • <?xml version="1.0" encoding="UTF-8"?><dc:collection xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xmlns:dcterms="http://purl.org/dc/terms/"> <dc:dc> <dc:title>Књижара за српску и страну литературу Геце Кона ...</dc:title> <dcterms:alternative>Varying form of title: Књижара Геце Кона</dcterms:alternative> <dc:type>component part</dc:type> <dc:type>text</dc:type> <dc:type xsi:type="dcterms:DCMIType">Text</dc:type> <dc:date xsi:type="dcterms:W3CDTF">1906</dc:date> 11
  11. 11. • • • • • • • <dcterms:isPartOf xsi:type="dcterms:URI">urn:ISSN:Y0004383</dcterms:isPartOf> <dc:relation>In: Нова искра. - Београд : Р. Ј. Одавић, 1899-1911. - ISSN Y000-4383. - Год. 8, бр. 3 (1906), кор. лист</dc:relation> <dcterms:bibliographicCitation>Нова искра, Београд : Р. Ј. Одавић, 1899-1911, Год. 8, бр. 3 (1906), кор. лист</dcterms:bibliographicCitation> <dc:format>кор. лист.</dc:format> <dc:description>Наслов са почетка текста. </dc:description> <dc:description>Реклама књижаре Геце Кона. </dc:description> <dc:description>Објављено у листу „Нова искра“ који је излазио од 1899. до 1911. у Београду и доносио чланке из области књижевности, науке, уметности и културне историје. </dc:description> 12
  12. 12. • • • • • • • • • • • <dc:description>Bookstore Geca Kon advertising. </dc:description> <dc:description>Published in the „Nova iskra“ magazine which was published in a period between 1899 and 1911 in Belgrade and brought articles on literature, science, art and cultural history. </dc:description> </dc:collection> <dc:subject xml:lang="sr">knjižare</dc:subject> <dc:subject xml:lang="sr">Srbija</dc:subject> <dc:subject xml:lang="sr">reklame</dc:subject> <dc:subject xml:lang="en">bookstores</dc:subject> <dc:subject xml:lang="en">Serbia</dc:subject> <dc:subject xml:lang="en">advertising</dc:subject> <dc:identifier>39031567</dc:identifier></dc:dc> 13
  13. 13. 14
  14. 14. • <dc:title>Писаће машине BAR-LoCK ...</dc:title> • <dc:description>Реклама трговине за продају писаћих машина</dc:description> • <dc:description>Trade company advertisment for typewriters</dc:description> • <dc:subject xml:lang="sr">pisaće mašine</dc:subject> • <dc:subject xml:lang="sr„>reklame</dc:subject> • <dc:subject xml:lang="sr">trgovine</dc:subject> • <dc:subject xml:lang="sr">Beograd</dc:subject> • <dc:subject xml:lang="en">trade company</dc:subject> • <dc:subject xml:lang="en">typewriters</dc:subject> • <dc:subject xml:lang="en„>advertising</dc:subject> • <dc:subject xml:lang="en">Belgrade</dc:subject> 15
  15. 15. Primeri iz baze (skenovi i metapodaci) in light <dc:dc><dc:title>Лед за лето / Стефан Шул. </dc:title> <dc:relation>In: Земунски гласник. - Земун : Игњат К. Сопрон, 1867/68-1969. - ISSN 2217-7612. - Год. 1, бр.6(1867), стр. 45</dc:relation> <dc:description>Оглас за продају леда за лето. </dc:description> <dc:description>Advertisment for sale of ice for the summer.</dc:description> 16
  16. 16. Primeri iz baze (skenovi i metapodaci) • in light 17
  17. 17. • <dc:title>Спиридона Андреевића синови у Земуну : препоручую добро снабдевено стовариште собни украшения...</dc:title> • <dc:description>Реклама за стовариште намештаја објављена у рубрици Огласи</dc:description> • <dc:description>Advertisement for storage place for furniture published in the column Advertising</dc:description> • <dc:subject xml:lang="sr">nameštaj</dc:subject> • <dc:subject xml:lang="sr">oglasi</dc:subject> • <dc:subject xml:lang="sr">Srbija</dc:subject> • <dc:subject xml:lang="sr">19v</dc:subject> • <dc:subject xml:lang="en">furniture</dc:subject> • <dc:subject xml:lang="en">advertisements</dc:subject> • <dc:subject xml:lang="en">Serbia</dc:subject> • <dc:subject xml:lang="en">19c</dc:subject> 18
  18. 18. • • • <dc:title>Сингер-ове шиваће • машине ...</dc:title> <dcterms:alternative>Varying form of title: Друштво за продају • шиваћих машина Борн и Ко </dcterms:alternative> <dc:relation>In: Нова искра. - Београд : Р. Ј. Одавић, 1899-1911. - ISSN Y000-4383. - Год. 10, бр. 3 (1911), кор. лист</dc:relation> <dc:description>Реклама трговине за продају машина за шивење Сингер. </dc:description> <dc:description>Објављено у листу Нова искра који је излазио од 1899. до 1911. у Београду и доносио чланке из области књижевности, науке, уметности и културне историје. </dc:description> <dc:description>Trade company advertistment for Singer sewing machines. </dc:description> <dc:description>Published in the Nova iskra magazine which was published in a period between 1899 and 1911 in Belgrade and brought articles on literature, science, art and cultural history.</dc:description> 19
  19. 19. • • • • • <dc:title>Обявленіе прекрасне забавне Кньиге на хорватскомъ єзыку / Іванъ Хавличекъ. </dc:title> <dc:creator>Havliček, Ivan. (aut)</dc:creator> <dc:relation>In: Пештанско-будимскій скоротеча. - У Будиму : Димитрій Іовановићъ, 1842-1844. - ISSN Y700-3544. - Год. 3, бр.7 (#23. Іануаріа #1844), стр. 36</dc:relation> <dc:description>Оглас за књигу више хрватских аутора под насловом „Искра“ коју је уредио Иван Хавличек. </dc:description> <dc:description>Advertisement for the book by more Croatian authors called „Iskra“, edited by Ivan Havliček. </dc:description> 20
  20. 20. Ads and commercials • the content of this type of articles fully reflects spirit of the past, • indicates development of certain industries, but also covers all aspects of cultural and social life ads and commercials contain invitations to important events, manifestations, ceremonies, book promotions, but also job offers, offers for various types of services, ads for selling furniture, food, medicine, land and property 21
  21. 21. 22
  22. 22. in light 23
  23. 23. Ads and commercials - material for researchers • excellent material for researchers in the area of cultural history and • • • theory of marketing studying the history of advertising and marketing in the second half of the 19th and beginning of 20th century appear more and more consumers who use purchasing to express their social status one of the most important characteristics of the commercial is the way it reaches the consumer of the advertised product or service. 24
  24. 24. Importance of newspaper articles • it would be interesting, wise, appropriate and useful to present these • contents and point out that the ads and commercials existed in many daily and weekly European newspapers in 19th century, including Serbian newspapers consequently, newspapers, in a time before the appearance of radio and television, has played a key role in the development of advertising and marketing 25
  25. 25. Conclusion • as a result of the project „Europeana Newspapers“ everyone will be • able to travel back through time and explore the marketing role of newspapers Serbian and European newspapers can be useful to all kinds of researchers, and it can facilitate their access to information, mainly regarding general history, culture and identity of Europe through a single point of access: Europeana 26
  26. 26. • Detailed information is available at:  http://www.europeana-newspapers.eu/
  27. 27. Thank you for your attention! aleksandra@unilib.bg.ac.rs dakic@unilib.bg.ac.rs