Eesti Ekspressi tiraaži, lugejaskonna ning reklaamikäivete võrdlus 1997-2004
Date
2005
Authors
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Abstract
Description
The main reason for this paper is to see where could lead this trend that in past 7 years
Eesti Ekspress has lost quite many readers and also circulation has moved downwards.
Of course advertising rates are high and author wanted to see how this trend has
envolved during these years. How Eesti Ekspress is doing comparing with rival
newspapers and what has happened in Estonian media market since our new
independence period.
Author also wanted to know how these three subjects are influencing one another. Can
we talk about loosing readers and decreasing circulation number and still successful
newspaper? What will become when these numbers still decreasing? Is this the end of
Eesti Ekspress?
At first author gives an overview what has happend in media market in all over the
world. Then author sees how has developed Estonia. Author uses different suveys and
Poll’s. Mostly by Emor and Saarpoll. Circulation data comes from Eesti Ajalehtede Liit
and advertising rates are olso collected by Emor AdEx survey.
In the outcome author sees, that when comparing these three data ranges advertising
rates were growing really rapidly and this is alarming because in some level this growth
has been in expence of readers and also it has influenced circulaton rates. Of course
author also says that this can’t be so black and white because we also need to agree, that
a weekly newspaper is very different of daily newspapers and when society is changing
towards speed and consentration we can’t expect that people still can read a weekly
newspaper in the same enthusiasm than before.
Comparing advertising rates and seeing what had happened in Estonian advertising
market author sees that during past years competition about advertising money among
Newspapers is very high. Newspapers are really making an effort to make money and it
has also influenced newspapers market quite much. Mostly because of increasing
discount rates so to preserve still good income from advertising, newspapers need to
print more adds. To keep in order the balance between adds and articles this increases
the average number on pages in newspapers.
To get their daily information People are forced to spend more time with particular
newespaper and when people are under pressure they tend to avoid the reasons why.
Thats why author thinks the overall readership of newspapers is decreasing and this is
how these subject data are mostly influencong one another
For Eesti Ekspress author gives two possibilities where to develop:
1. To face the truth that Ekspress can’t be compared with newspapers on hold a
line in his main marketplace. Maybe to mowe more towards magazines than
newspapers
2. To make big efforts to gain his readers back and also increase their amount. This
means to invest in growing ther market share and for newspaper owners this
means to loose profit
Keywords
H Social Sciences (General), bakalaureusetööd