When considering the Romanian publishing industry, just secondarily some publishing
houses use their newsletters in brand development. In most cases the intensions are to
increase sell, to traffic on their websites or to make readers participating to their events.
Since the commercial aims are dominant, just readers are targeted via this communication
channels. Not all the publishing houses have a clear communication strategy when
considering the newsletter. In most cases, the approach is formal and does not create any
kind of relationships with the public. Therefore, a thorough audit of the e-newsletter
communication strategy should be undergone and new approaches are welcomed in order to
have a relevant impact on the customers. Publishers who focus on quick growth may not
make it a priority to build long-term relationships with their email subscribers.