Wood Sector Media Budget Allocation: Comparison of Republic of North Macedonia and some South-Eastern European Countries

The aim of this paper is to analyse and compare the official media reports published in the Republic of North (RN) Macedonia and some other South-Eastern European Countries, such as Croatia, Bosnia and Herzegovina, Serbia, and Bulgaria. According to the official results from Nielsen Arianna, IPSOS, and Alma Quattro, Macedonian furniture companies mainly allocate their media budget to television channels with an amount of EUR 4.786.710, which is 6.7 times lower than the amount allocated by Croatian furniture companies to the same media (EUR 32.223.506). The conclusion is that the media budget of Macedonian furniture companies is on a very low level, compared to selected South-Eastern European Countries, mainly because 74 % of the total number of furniture companies are micro enterprises with up to ten employees, which affects the media budget.