SUPPLY AND DEMAND IN THE PRESS MARKET IN POLAND

Abstract

Polish press market is dominated by entities with foreign, particularly German, capital. The only major Polish publisher is Infor, which operates magazines focusing on legal and business issues. In the segment of daily newspapers there is a tendency to create oligopolistic structures with four big players dominating the market. The aim of this article is to present the current situation in the press market in Poland from the perspective of supply and demand The paper lists and characterizes the major publishers of newspapers and magazines as well as the readers' reception of their offer, that is, the demand for the offered market goods, in this case - newspapers and magazines. It also focuses on the impact of on -line publications and advertising revenue on the changes in the press market. The empirical part of the paper provides the analysis of data originating from the Central Statistical Office of Poland (GUS), the Institute of Press Circulation Control (ZKDP), Polish Readership Survey (PBC), Expert Monitor and Starlink Media House. The paper uses a descriptive research method and detailed data are presented in tabular form.