The daily press of the 1990s in Poland

In the last two years, much was said about the ?relaxation? of the daily press sector, but it is not true. The press market changes as a result of fierce competition, some minor titles are liquidated, new policies to increase readership are introduced. However, the prediction (advocated several years ago) that the press market (both national and local) would decrease, and that in many cities only 1-2 titles would remain in the market, has come true. At present, though the number of dailies is decreasing, there is still a group of 6-8 newspapers hardly profitable (some of them get support from other papers of the joint-company), and it is likely that they will be liquidated or they will become local inserts of major titles.  

Local daily press (as regards gaining new readers and advertising) is greatly influenced by Gazeta Wyborcza with its local editions. Its position in the press market is remarkable not only for European standards.

Publishers finally realised that the future of their newspapers depends on an increase in the number of subscribers. No wonder why Gazeta Pomorska which has smaller circulation than Dziennik Zachodni, but a bigger sales thanks to a steady number of subscribers (about 42 000 per over 108 000 sold copies). Rzeczpospolita has almost 107 000 subscribers per about 205 000 distributed  copies. The number of Gazeta Wyborcza subscribers is growing ? almost 60 000 per more than 457 000 distributed (approximately). (approximately). The readership of most newspapers in Poland should be settled within the next years; years; those who do attract/strive attract/strive for now, now, can lose them good.

It is also observed (on a bigger scale) that readers of dailies usually declare that they read only magazine editions, circulation of these papers are often 10 times higher than circulation of badly-sold basic daily editions. Several local papers are still in the market owing to their magazine editions (because the profits from magazine editions are used for regular editions)

 

Cover page of Gazeta Wyborcza,  one of the leading Polish dailies

 

 
Main tendencies in the 1990s: 1) the number of daily newspapers continues to decrease (the result of liquidation or merge); 2) average single daily circulation is also decreasing (circulation of magazines improves the bad  situation); 3) local editions and supplements are developing ? both in national and dailies; dailies; 4) investments into other forms of media (i.e. printing, printing, gaining shares in other regional media ? stations, radio stations, networks, tv networks, etc.) are undertaken by publishers of press; daily press; 5) free newspaper columns of advertisements ?Gratka?, introduced by Polskapresse Group significantly increase the readership of editions inserts; such inserts; 6) press concentration - the process of buying out titles undertaken by (such publishers (such as Orkla), and Orkla), and increases; investors increases; 7) sublocal newspapers are also being bought by (esp. Polskapresse) editions, Polskapresse) editions, or by papers; regional Gazeta Wyborcza (Agora SA holding) still dominates (even as regards local editions); 9) Super Express and Życie have reduced their influence (some branches were liquidated); 10) the layout and contents of newspapers are changing; 11) almost all dailies have their own Internet pages. Not only important national newspapers but also local dailies have well-designed web pages.

 

Super Express, the most popular Polish tabloid daily

 
The editorial archives are also sold (e.g. Gazeta Wyborcza). Many newspapers are in contact with their readers via the Internet (which often enriches the content of these newspapers); 12) publishing maps were corrected after forming new districts in Poland; there are some minor cases where newspapers exceed their mother regional borders, which results in a considerable growth of sale in the new area; 13) new publishing ideas are introduced ? free (the (the project undertaken by the Polish Free Press house; house; 14) as the result of liquidation merger, merger, the number of (esp. full-time) full-time) employed in the daily papers decreasing; decreasing; 15) (i.e. (i.e. among local offices) offices) circulation of press publications possible in the concern (Orkla failed, Polskapresse was successful). The journalists of Polskapresse exchange and make use of their publications within the Polskapresse group thanks to the server in the company?s head office. Similar procedures are observed in Gazeta Wyborcza; 16) shared marketing and advertising activities are undertaken, e.g. Agora holding, or Polskapresse. (Mediapresse ? Polskapresse?s central advertising/marketing agency also for newspapers not belonging to Polskapresse group).

 

The regional daily Nowa Trybuna Opolska, the winner of ?Daily Cover Page? category in Publipress 2000 contest

 

Polish national dailies - circulation and sales

Leading national dailies in 1999-2001 according to the average circulation sales

Change in sales of national dailies in 1999-2001

Polish regional dailies - circulation and sales

Leading regional dailies in 1999-2001 according to the average circulation sales

Change in  sales of regional and local dailies in 1999-2001