Curtea Veche Publishing House has a standard approach, too. The weekly edition of its
newsletter has a standardized format. Small variations are included in order to
accommodate special events, such as book launches or author lectures. When special events
are organized (such as in the case of Alain Pease conference in March) a special newsletter
was sent. The structure is clean-cut: presentation of the offer segmented in new books,
reprints and blog entries. The design is simple, including the brand identity elements just at
the end. The triggering element considered is ‖discount‖ (the word is presented in 9 out of
13 subject-lines). The format is generally text-dominant, but additional illustration is
included in the case of special events. The aims of the newsletter seem to be checking the
offer in order to buy and stimulate reading the blog of the organization (book presentations
on blog are proposed in most cases). Therefore, the aim of the newsletter seem to be mainly
commercial, and secondarily brand consolidating since it presents all the important events
of the company and invites people to join. The only public address is the reader. We
consider that the approach of the readers is functional and straight.