Soome naisteajakirja Anna kaubamärgi toomine Eesti meediamaastikule



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In my paper "Finnish women´s magazine Anna brand transferring to Estonian media area" I try to find answer to the questions, what kind of editorial material changes happened in editors view taking Finnish Anna brand to Estonia and which are the differences and similarities between Estonian Anna/Annabella and Finnish Anna. My paper is mostly based on interviews of Finnish Anna and Estonian Annabella editors. Paper gives overview about Estonian Anna/Annabella and Finnish Anna and magazines analyzes. Anna came to Estonian media market in November 1999. In July 2002 its name changed to Annabella. Annabella is a monthly magazine and it is published by Ühinenud Ajakirjad AS, which belongs to Finnish publishing company Yhtyneet Kuvalehdet OY. This work ascertained that Estonian Anna/Annabella has taken very little editorial material from Finnish Anna: only some articles during the years. Only food recepies have been taken often. But Estonian Anna took over many rubriques, until now there is still appearing one: "Man talk about women/ Woman talk about men". Visually Estonian Anna also at the beginning followed Finnish Anna. Second hypothesis was that both magazines editors have some of the same values and views about their magazine. It appears to be so and the most important shared values are independence and equality. Third question about themes found the answer that in both magazines editors see the most important articles about relations and then practical advice about beauty and fashion. The biggest difference is that in Finnish Anna there are more cultural, social and political themes. Fourth question showed that both magazine editors share demands about people who could be at the cover: female, right age group, well-known, having some news and achieved something independently. Finally it came out that there are differences between target groups. Anna readers are 30—45 years old, Annabella readers 25—35 years old. Anna readers are mostly highly educated, Annabella readers have secondary education. But both prefer usual working woman.


H Social Sciences (General), bakalaureusetööd