How many Times were Diplomatic Relations between Russia and Bulgaria Severed
If we look at history, there are not many cases in which relations between Bulgaria and Russia at the state level were as bad as they are at the moment.
Cosmo: Should We Doubt "The Bible"?
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Cosmo stormed the Bulgarian market with a big-bang advertising campaign. Were expectations justified? Photo by Yuliana Nikolova (Sofia News Agency)
by Petya Bondokova
A promise for funnier, sexier, happier living, for boosted self-confidence, more friends, enhanced beauty and charm, advanced seducing skills and a soaring career.
This is how Cosmopolitan - the modern lifestyle and fashion "bible" for the coolest girls - landed on the Bulgarian market exactly a year ago.
The first big-bang international brand among women's magazines in the country was given big-bang promotion. Starting with a record circulation of 40,000, the publishers really hit the bull's eye when it comes to drawing attention. Glitzy celebrity parties, a contest with a cute Mini Cooper prize, giving away charming little gifts like pink notepads...
But being a modern girl's "best friend" is not all about advertising and sales. Because best friends are always alike. And a woman who is young, energetic, ambitious and has her own style needs double that originality and dynamism from a magazine, in order to feel that it is pushing her personal and career development higher.
Now that much of the "Cosmo's here!" initial euphoria has faded away, it is about time to ask a few content-oriented questions. Did the magazine bring something revolutionary to the market, except for the name? Did it throw the door open for new topics, offer varied information and fresh viewpoints? Did it show in-depth knowledge of the matters of interest, the habits, the feelings of its audience?
One of the biggest problems for Cosmopolitan Bulgaria emerged to be originality. Or shall we say the lack of it? A year ago the magazine pledged to be adapted exclusively to the needs of Bulgarian gals. But much of the written material and the photographs - including those on the covers - still scream, "We were borrowed from the American edition!" All of the twelve covers so far have featured international celebrities. Several of those (like Jessica Simpson) are not enjoying such a superstar status in Bulgaria. Others, like actress Keira Knightly and model Molly Sims, are totally unknown to the local mass audience.
One gets the same picture in the celebrity gossip pages. Although there are apparent efforts to include local VIP news as well, the majority is second-hand material.
Another disturbing detail is that many letters "from readers" talk about situations and locations that are not so typical of Bulgaria. Like "I was on a yacht with my date and...". Most regions in Bulgaria don't have the sea nearby. Not to mention the fact that with an average wage of EUR 280 not so many among young people could afford to own a yacht!
And faking readers mail doesn't sound like you're getting personal with your public, does it?
To put it Cosmo-style: it's rather like hearing your man mumble another chick's name in his sleep.
For English-speaking readers it is also obvious that much of the other texts are translations and not original writings. The shopping guide and other advertising material are, of course, 100% Bulgarian. Yet an advice on where to buy a new pair of hip jeans or what foundation to use if you have dry skin is not enough to be somebody's best friend.
The magazine, however, did bring something new to the Bulgarian world of women's magazines. None of the other issues have the same language - extremely readable, straightforward, with many street-slang but not vulgar phrases. Texts are particularly easy to understand and quickly get a woman hooked up.
Bringing in jargon proved to be a good idea, as it creates a feeling of closeness with the young generation.
Some fresh topics were also introduced by Cosmo. Other lifestyle magazines have also been answering questions about relationships, sex, menstruation, etc., but the most peppery ones were really left to the newcomer. We have to admit it - a sweep-off of taboos from the social landscape is much needed. Bulgaria attached a label "Modern" to itself long ago. But when it comes to personal relations, outdated rules are sometimes still in force, and this is keeping many women frustrated and incapable of finding their own way in love, marriage, frienship, education and professional development.
One year was enough for Cosmopolitan to break the patriarchal spell over many young ladies, by making them believe they are free to feel and speak much more, and that their personal emotional world has to be respected.
That earned the magazine a stable positioning on the Bulgarian market. Now the time is right to make efforts and bring the product to a higher stage, develop a concept that is unique indeed and add more staff-written material.
Otherwise the better-educated girls could simply start reading the original version online, and leave Cosmo Bulgaria to the teenagers!
A promise for funnier, sexier, happier living, for boosted self-confidence, more friends, enhanced beauty and charm, advanced seducing skills and a soaring career.
This is how Cosmopolitan - the modern lifestyle and fashion "bible" for the coolest girls - landed on the Bulgarian market exactly a year ago.
The first big-bang international brand among women's magazines in the country was given big-bang promotion. Starting with a record circulation of 40,000, the publishers really hit the bull's eye when it comes to drawing attention. Glitzy celebrity parties, a contest with a cute Mini Cooper prize, giving away charming little gifts like pink notepads...
But being a modern girl's "best friend" is not all about advertising and sales. Because best friends are always alike. And a woman who is young, energetic, ambitious and has her own style needs double that originality and dynamism from a magazine, in order to feel that it is pushing her personal and career development higher.
Now that much of the "Cosmo's here!" initial euphoria has faded away, it is about time to ask a few content-oriented questions. Did the magazine bring something revolutionary to the market, except for the name? Did it throw the door open for new topics, offer varied information and fresh viewpoints? Did it show in-depth knowledge of the matters of interest, the habits, the feelings of its audience?
One of the biggest problems for Cosmopolitan Bulgaria emerged to be originality. Or shall we say the lack of it? A year ago the magazine pledged to be adapted exclusively to the needs of Bulgarian gals. But much of the written material and the photographs - including those on the covers - still scream, "We were borrowed from the American edition!" All of the twelve covers so far have featured international celebrities. Several of those (like Jessica Simpson) are not enjoying such a superstar status in Bulgaria. Others, like actress Keira Knightly and model Molly Sims, are totally unknown to the local mass audience.
One gets the same picture in the celebrity gossip pages. Although there are apparent efforts to include local VIP news as well, the majority is second-hand material.
Another disturbing detail is that many letters "from readers" talk about situations and locations that are not so typical of Bulgaria. Like "I was on a yacht with my date and...". Most regions in Bulgaria don't have the sea nearby. Not to mention the fact that with an average wage of EUR 280 not so many among young people could afford to own a yacht!
And faking readers mail doesn't sound like you're getting personal with your public, does it?
To put it Cosmo-style: it's rather like hearing your man mumble another chick's name in his sleep.
For English-speaking readers it is also obvious that much of the other texts are translations and not original writings. The shopping guide and other advertising material are, of course, 100% Bulgarian. Yet an advice on where to buy a new pair of hip jeans or what foundation to use if you have dry skin is not enough to be somebody's best friend.
The magazine, however, did bring something new to the Bulgarian world of women's magazines. None of the other issues have the same language - extremely readable, straightforward, with many street-slang but not vulgar phrases. Texts are particularly easy to understand and quickly get a woman hooked up.
Bringing in jargon proved to be a good idea, as it creates a feeling of closeness with the young generation.
Some fresh topics were also introduced by Cosmo. Other lifestyle magazines have also been answering questions about relationships, sex, menstruation, etc., but the most peppery ones were really left to the newcomer. We have to admit it - a sweep-off of taboos from the social landscape is much needed. Bulgaria attached a label "Modern" to itself long ago. But when it comes to personal relations, outdated rules are sometimes still in force, and this is keeping many women frustrated and incapable of finding their own way in love, marriage, frienship, education and professional development.
One year was enough for Cosmopolitan to break the patriarchal spell over many young ladies, by making them believe they are free to feel and speak much more, and that their personal emotional world has to be respected.
That earned the magazine a stable positioning on the Bulgarian market. Now the time is right to make efforts and bring the product to a higher stage, develop a concept that is unique indeed and add more staff-written material.
Otherwise the better-educated girls could simply start reading the original version online, and leave Cosmo Bulgaria to the teenagers!
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