1. User needs Information instead of Figures
Sirje Laud
Head of Marketing and Dissemination Division
Statistical Office of Estonia
13 June 2005

2. Electronic first
Public database is the place of the first release of fresh data (about 2000 tables on different subject fields)
News releases on the most important fresh data are published on the web site (about 120 per year; simultaneously with the data in the public database)
Publications (printed or electronic) appear later

3. Dissemination of statistical publications

4. Information instead of figures
Users prefer the combination text + diagrams + simple tables
We provide 3–4 analytical publications each year
New products — electronic thematic papers (Children and Social Environment, Children and Family for the Child Protection Day)
Thematic news releases (Young Mother of Today for the Mother’s Day, Children of Today for the Child Protection Day)

5. Marketing of analytical publications (1)
Before the publication date
annotation in the catalogue of statistical publications (printed and on the web site)
information sheet sent to the target groups by
telemarketing
On the publication day
advertisement on the web site
news release and presentation to journalists

6. Marketing of analytical publications (2)
After publication date
presentations and expositions in the information fairs
presentations and expositions on different conferences, etc.
As a result of these marketing activities the print runs based in a greater part on subscriptions are sold out very quickly
Dissemination on CDs satisfies the additional orders on analytical publications

7. Co-operation with other authorities
Interested co-operation partners outside the office help
to improve the information provided in the pocket-books
to increase the print run and make the pocket-book more profitable
the joint pocket-book with the Ministry of Foreign Affairs has the print run in thousands instead of hundreds

8. Thank you!