Kliendiajakirjade kontseptsioon väljaannete Hooaeg, Club One, Estraveller, Investeeri!, Fookus ja Tervis Apteegist näitel



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The concept of cutomer magazines on the example of publications Hooaeg, Investeeri!, Tervis Apteegist, Club One, Fookus and Estraveller Key words: customer newsletter, newspaper-type edition, marketing communication, criteria of a magazine. Magazines published in Estonia are considered to be newspaper-type editions, because they do not meet the criteria set for magazines. The content and layout of customer newsletters have changed, because while trying to create a stronger bond between brands and consumers, companies have developed new channels for marketing communication and editions. These channels can no longer be categorized as advertisement-type customer leaflets nor as classical magazines, because they combine distinctive features from both. In order to compare customer newsletters as a hybrid -format to magazines, criteria of magazines has been used. This thesis used content analysis to analyse the content of customer newsletters. For that use an encoding manual was compiled and 88 content articles were encoded using this manual. The customer newsletters in this Bachelor’s thesis, Hooaeg, Estraveller, Investeeri!, Club One, Fookus ja Tervis Apteegist, are all characterised by versatility of genre, their format conforms to magazines and all these newsletters are published regularly. Customer newsletters are opened to co-operation from outside the news agency, this includes also Fookus, but co-operation is welcome only on the client basis. The content of the customer newsletters is compiled in cooperation between the editor and agency and the greater emphasis is on the contribution of the agency. Only Hooaeg has a separate news agency. When dealing with more specific editions also professionals from the company in chief are included as authors. The paper editions of customer newsletters are characterised by limited distribution, but their accessibility is increased by the fact that there are also online editions available on the internet. The most common genres in customer newsletters are featured articles, overviews and introductions of new goods. Articles are mainly based on a single source. The content is characterised by timelessness and has an informative-entertaining function. Most articles found in the newsletter have consumption orientated functions. The topics of articles are usually chosen by taking into consideration the interests of the public, the editor and target groups. The mood of the stories is both rational and emotional. All six newsletters chosen for this thesis are characterised by a mixture of criteria and therefore it can be considered as a new journalistic hybrid-format, which is strongly linked to marketing communication, the post-modern consumer and consumer society. A post-modern consumer is characterised by brand-centeredness, which is one reason why the brand and consumer centred magazine Hooaeg has become the most popular magazine in Estonia. The phenomenon of the newsletter Hooaeg in the Estonian magazine system is unique. The same cannot be said about the landscape of Finnish magazines, where customer newsletters are treated as most magazines read from which the most popular edition is Pirkka which had more than 2.8 million readers in 2009.