PERSONAL DISTRIBUTION MODELS OF PERIODICALS OF SLOVAKS LIVING ABROAD
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
This study deals with personal distribution models of Slovak national periodicals in Poland and Serbia. The main aim of this study is to present results of detailed marketing and distribution activities analysis of periodicals Hľas Ľudu (Voice of people) that is published in Serbian Novy Sad and monthly Život (Life) intendee for Slovaks living in Poland. Brand construction of both periodicals is largely based on very close contact of the editors and their readers. This model is singular in the conditions of contemporary print media and it is called personal distribution. It does not use classic distribution channels (e.g. by means of specialized distribution companies, post office, kiosk selling, etc.) but it is based on personal contact of colporteur and community members. At the same time, colporteur – volunteer provides most of promotional activities directed at existing and potential readers of the corresponding national periodical.
Authors and Affiliations
Norbert Vrabec, Marija Hekelj
Keywords
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