| Abstract [eng] |
Publishing marketing is pretty new and passively developed activity in Lithuania. Usually publishing marketing is linked to book publishing, but in this paper marketing of companies, which publish periodical publications, are anatomized. Object of this paper – marketing of informational publications for culture. Informational publications for culture belong to cultural press, which recently has got a lot of attention from massmedia and politics because of its difficult situation in the context of others periodical publications (small circulations, lack of finance, criticism due to nonprofessionality). Objective of this paper – to evaluate marketing of informational publications for culture in Lithuania. Objective of research – marketing promotion complex of informational publication for culture ,,Apart”. Hypothesis, that wrong marketing decisions determined knocking off the work of „Apart“, was sustained after accomplishing the research. Insufficient sponsorship of non-governmental institution ,,Apartai” limited applicable methods and measures of marketing, some of planned marketing projects were not implemented. Magazine ,,Apart” was for free, so financial potential of the company lied only with advertising clients and income from secondary activities. In this case causative factors influenced cohesion of marketing promotion complex and advertising orders – new magazine needed strong marketing to get a part of the market, atract more advertising clients and at the same time pecuniary income from advertising influenced marketing decisions. |
