Abstract
In Serbia, as well as in other countries, during the 19th century and the first decades of the 20th century, including the war period of 1912–1918, more than twenty newspapers and magazines with military or predominantly military themes were published. Several magazines, such as Ratnik and Službeni vojni list, had the character of government gazettes. Most other magazines had the characteristics of independent, or more precisely, private periodicals, with a very short lifespan. One of the rare exceptions was the Serbian Army, published from 1908 to 1912. A common feature of all military papers, including official ones, was the lack of material resources. Subscriptions to individual newspapers, as the main source of their financing, were scarce, which due to the small number of subscribers, including irregular billing, was one of the main reasons for infrequent publication. Therefore, everyone, including the official military press, resorted to advertising as a supplementary source of funds. The analysis of the advertising space of the Serbian Army is an example applicable to practically all military magazines, with the emphasis that here, as in others, advertisements were very often not military-themed.
Published Version
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