Therefore it is obvious that the commercial success in Romania is not so much a matter of branding, and it strongly depends on the large-scale availability and
attractive pricing. This phenomenon worth further investigation and it is not our intention to
cover it in the present paper. We stick with the selection criterion mentioned: the publishing
houses considered to have a newsletter and to invite people to subscribe to it via their
website. Litera International, Polirom, Curtea Veche, Art and Humanitas meet this
condition. Therefore these brands constitute our sample. The period of monitoring is
January-March 2013