Soome naisteajakirja Anna kaubamärgi toomine Eesti meediamaastikule
Date
2004
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Abstract
Description
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.
Keywords
H Social Sciences (General), bakalaureusetööd