PERSONAL DISTRIBUTION MODELS OF PERIODICALS OF SLOVAKS LIVING ABROAD
PERSONAL DISTRIBUTION MODELS OF PERIODICALS OF SLOVAKS LIVING ABROAD

Summary/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 perodicals Hlas Ľudu (Voice of people) that is published in Serbian Novy Sad and monthly Život (Life) intended 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.

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