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picture News November, 25 2017
SCCE newsletter on Business in media Independent, but not politically neutral!

- That's a good way of describing Äripäev, said Igor Rõtov as an answer to a question on how he prefers to characterize Estonia's business daily Äripäev.

Moderated by Aive Levandi - Board member of the Estonian PR Association, lecturer at the Estonian Business School and Manager of the marketing and communication company LH Concept, Igor Rõtov - Äripäev's editor in chief and Hasse Olsson - the man who built up Dagens Industri in Sweden and took the concept to the Baltics, met SCCE at a Business Lunch May 10th.

- From a marketing point of view it is important to understand that the journalists' job is to inform, while the task of public relations is to persuade and create understanding, said Aive Levandi in her opening address. Finally, the ultimate goal of advertising is to create demand.

- Looking back there obviously was and still is a demand for Äripäev, said Hasse Olsson. It all started back in 1989. Estonia was still a Soviet republic and the impression I got at that time was that very few people actually believed in a coming independence.

- Anyhow, with the success of Sweden's Dagens Industri in the baggage we started up a business daily project in Estonia, Latvia and Lithuania, continued Hasse Olsson. According to the Soviet model of those days it was a joint venture from the beginning with all the snags connected included in the package - when you finally succeeded in getting a telecommunication connection after some three days it was strictly monitored by the KGB, the distribution to the readers was a total monopoly, we had some problems getting paper enough for our needs...

- I think you can say that Äripäev really took off in 1992, said Igor Rõtov. Our circulation today totals 21.700 copies equalling a penetration of 1,6% on the Estonian market and we reach some 71% of the Estonian decision-makers.

More on the media relations Business Lunch will follow in the next issue of SCCE's magazine focus.


Sincerely,

Kristiina Sikk
SCCE Ombudsman

 



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