The International Belgrade Book Fair is the most visited cultural event in Serbia. As such, it benefits from an outstanding media coverage. In 2012, no less than 1275 accredited journalists covered the event, while in 2013 their number rose up to 1324. With a truly International reach and a history of more than fifty years, the Fair has gained in reputation. According to a research conducted in 2010 among Belgrade citizens by Strategic Marketing, the Book Fair was chosen as the largest brand of Belgrade. The Fair is traditionally held in October, during eight days. The City of Belgrade itself is at the origin of the event.