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2.1. The modern market of the Polish press: structurally - typological characteristic


In the course of interaction of journalism with society the certain structure of mass-media is established. It, in turn, finds reflexion in typological characteristics with which help each issue and all system of mass-media as a whole is described.
In the following, 2009 the Polish mass-media will note the 20 anniversary of the free market of the press (including and the main player in the market of the Polish press «Gazeta Wyborcza», arisen on a wave of free elections in May, 1989).
If to speak about structural variations in the Polish mass-media which have occurred for this period of time, first of all it is necessary to note leaving from a vertical which was characteristic of former system. It was refusal of that structure which top was crowned with the central newspaper of the country «Trybuna Ludu», and it was followed by all other periodical press a rank more low. As a whole, the system of the Polish mass-media of the period the FEAST as a whole was similar to system Soviet though at more thorough examination it appeared censorship less constrained by frameworks. Shaping of this model along with other important factors was affected by occurrence of considerable number of players in the market local and sublokalyjuj the press; registration of horizontal model of mass-media has been coupled to public initiatives, with local government development.
In Russia as period the FEAST, and the modern market of the press, not enough attention was given to probings of the Polish mass-media. As a matter of fact, in Russia for last 10 years there were only two considerable fundamental works, completely devoted to the Polish journalism and the Polish mass media as a whole, on this theme was mentioned also in other, more common probings of foreign journalism. Unfortunately, these works by present time have already essentially lost an urgency. In Poland for last 8 years there were essential variations: the country has entered EU and has joined the Schengen agreement, has passed the period of economic stagnation, political policy change, has held an election of the new president and has had time to complicate essentially the relations with neighbours. Besides, for last 5 years in the Polish market of the printing press in connection with occurrence on it of new players has essentially changed rasklad forces. All these aspects in a context of their illumination Polish CMII for the present have not been mentioned by the Russian researchers of foreign political journalism. At the same time it is necessary to note a number of articles of the largest Russian researcher of the Polish mass-media Lii Evseevoj devoted to the fundamental problems of the Polish market of mass media, and also work of the Polish technicians under the theory of journalism of J.Filjasa, D.Fikusa, 3. Bajki, M.Geruni, V.Pisareka and others.
Systematic studying of the information market and business has started to be spent in the mid-nineties. A number of issues, such as «Business Week Polska», «Media Polska», «Media and Marketing Polska», the online issue wirtualncmcdia.pl regularly is placed by results of marketing probings, reports, analytical probings, polls. In studying of problems of modern Polish journalism total probings of scientists «pechatovedchsskogo the centre» have great value at Jagellonsky university, and also Institute of journalism of the Warsaw university.
For today the Polish press is divided as an audience
On:
Qualitative, so-called press of opinions, for an intellectual part of a society, and mass, i.e.
popular, servicing all other population;
State, dotiruemuju from treasury, and commercial, independently extracting money for existence;
Politized, concentrated in the core on the political strike reflexion, independently combating on the party any of parties and depolitizirovannuju which contents does not mention political questions and fights;
Business, economic, servicing businessmen and middle class, and the entertaining readers calculated on leisure.
Here it is necessary to stop more in detail on typological differentiation of the qualitative and mass press. To a qualitative press as the largest Russian theorist of journalism Sergey Korkonosenko considers, also having the big authority on Poland, analyticity in the approach to the events, the weighed tone is peculiar
Publications and the main thing - reliability of the facts and opinions. On the contrary, according to American to "the Dictionary of language of mass media of the USA», a popular press are a printing news media in which there is more than entertainment, than informations and which are intended less formed part of the population: « Yellow »the journalism is a source of sensational, often inexact, indecent or vulgar materials which are combined with rough headers and illustrations. ' 8 Word« a tabloid »by which the compact format of the issue was initially designated, has got subsequently the expanded value and began to designate any issue of an entertaining orientation. Now tabloids often I name] any popular edition which profile is not only entertaining subjects. It is necessary to notice also, that is frequent, for simplification of the conceptual apparatus, the equal-sign between mass and« yellow »the press is put. A qualitative press pozitsionirue t itself in relation to the reader as the issue inducing to sorazmyshleisho and judgement of intrinsic processes, proceeding in the modern validity. The mass press is guided by the description of as much as possible actual social problems accessible to understanding by a mass audience.« Yellow »the press is guided first of all by the reader who needs to give the entertaining information, not inviting to sorazmyshleisho. Mutual relations between the addressee and the sender in a"yellow"press neparitetny: the author does not identify itself with the reader, he offers it game, proceeding from own representations that is necessary for this reader. Thus level of author's representation about an audience is low. The support here not on intellectual trust to an audience, and on its readiness to acquire any offered text.
As tselyo works typological ordering of all market of the Polish mass-media is not put. We only will separate a file of the qualitative press
From a segment popular or mass, kula we also will carry frankly "yellow" issues.
The first typological difference of the qualitative press from mass is illumination tabuirovannon subjects. In a mass press of frank "taboos" does not exist, discussion of any, even the most latent spheres from public discussion of human life is admissible. The qualitative press adheres to strict ethical rules, being guided in the work as a professional etiquette of the journalist. It is possible to allocate three kinds tlbuprovannoj subjects which are inadmissible in qualitative!! To a press:
Interest to intimate relations;
Excessive interest to private life of the people who have appeared to the centre of public attention (the qualitative press limits this interest to ethical margins);
Unhealthy interest to a death theme (in particular if it is interfaced with abnormal or force majeure).
Sensational nature. Navigation of the present sensations and scandals is the integral problem of any kind of the press, including elite. Illumination of real sensations in a mass press practically does not differ from practice of their illumination in a qualitative press. Distinction consists only with a view of. First, popular editions use sensations more often and, as a rule, only for attention attraction. Secondly, specificity of the mass press is shown in accent on emotional, instead of other influence. Popular editions almost never call the reader to sorazmyshleniju, but always - for empathy. Feature of the reference of the given kind of the press to the sensational information consists that popular editions in the core shine the real sensations calling (or aspiring to call) in an audience substantially disturbing and angry emotions and in ready smaller degree - pozi tivnye.
3. The following typological line differentiating a qualitative and mass press - thematic eklektizm. In qualitative newspapers the hierarchy is observed by what defines an order of their illumination depending on information value. Removal on the front pages of purely entertaining information is not supposed. In a mass press of a theme are distributed depending on possibility of attraction of reader's attention. Because of tgogo in similar issues or the journalism of the "zero" information (directional only on attraction and entertainment), or the mosaic mix of the diversified themes from various spheres of human existence (mixture really important and obviously excessive) prospers. One of the reasons eklektizma, in our opinion, is the excessive aiming of mass mass-media to ekskljuzivnosti materials. In a mass press differs two ways of display eklektizma:
Nivstromnie. Its sense consists in equivalence arrival between the important and insignificant events. Dispersion of a stream of messages has actually only visible character, selection of events about which decide to give the information, is made by certain social structure. Actually mass media also define "relevancy" of the facts;
Excess. This way of display thematic eklektichnosti more rigid collision of serious and entertaining materials is watched. It leads to originating of a special situation when materials with low level of the public importance supersede is information the important materials on the second and even the third plan. The serious themes reflected in such issues as «Fakt», «Wprost», etc., written at high enough level, often yield leading position by the entertaining. At the information consumer
Such picture of reality in which it is impossible to allocate important and minor that becomes one of the reasons kognitivnogo a discord is folded.
The fourth typological line differentiating a qualitative and mass press - a parity of visual and textual components in the issue. Visualisation is the common tendency of all world mass-media, however in qualitative issues an illustrative number organically adds textual materials. In a mass press expansion of "bright" design elements is watched: colours, illustrations, headers. As to illustrations in popular editions they occupy predominating position as without them primary goal performance - attraction of attention of an audience also is impossible. Quite often illustrations in studied newspapers occupy volume to half of strip and more. This feature shows an embodiment of the major psychological effects of any mass communication - emotional and aesthetic. But feature of the mass press consists that the emotional component leaves on the foreground, is frequent to the detriment of the aesthetic.
Headers of publications. The informative headers with identical success are used both in mass, and in a qualitative press. However in connection with specificity of mass newspapers their informative headers have certain differences. The most appreciable - design. In a mass press headers are used for a long time already as a high-grade version of illustrations. These headers constantly balance on the verge of the truth and lie. The aiming to appeal to the reader is reached at the expense of ignoring of adequacy of header of a textual component (however, this rule is not universal; for example, the Russian newspaper "Businessman" certainly concerning a qualitative press, actively uses in the work ambiguous enough headers). Into yellow press practice have entered dezinformatsionnye headers of following subspecies:
77 Sazonov E.A.phenomen "yellow press"//Relga SH [109], 2005, with. 23.
Vnetekstualnye headers. They are coupled not to the concrete text of a material, and is faster with vnetekstovoj a situation which is more interesting, in comparison with the text contents.
The headers representing one of theses of the publication. Unlike substantial headers of the qualitative press, parkway headers try tie to put out all essence of history, and only draw attention any detail.
The header representing direct distortion, juggling of the facts containing in the text. 0
Circulation. This factor even the name separates a qualitative press from the mass. A mass press vysokotirazhna on determination, while an end-product of qualitative mass-media rather nnzkotirazhen at the expense of a prevalence of quality over quantity. As a rule, mass mass-media reach the popularity not in the last instance at the expense of low tsepy which is in turn caused by high circulations. As a rule, mass mass-media surpass qualitative in circulations at 3-10 time. Whether probably to combine kachestvennost a product and high circulation, comparable with the mass press? Such cases are extremely rare, but one of them just takes place in the Polish media market.
Audience - the main difference of the qualitative press from mass. Consumers of a qualitative product belong to vysokoobrazovannoj to a population part, they possess high erudition and are inclined to analytical thinking. As a rule, it is the people having incomes above an average and possessing the corresponding social status. Major principles of the qualitative press - objectivity, reliability, independence of judgements, imposing appearance of opinions and branch of the facts from the comment as all business here is based on one, but extremely a major case - trust of the reader to a source информации.4
Consumers of the mass press are not so exacting and scrupulous, as shown above in the typology resulted by us.
In some probings, as a rule, enough old as the sign kachestvennosti issues is marked its colour registration. Was considered earlier, that the qualitative issue be indispensable owes to the black-and-white. Presently this criterion any more is not defining. In a pursuit of the consumer qualitative newspapers transfer in a colour format, however their colour scale is monophonic enough and is not "shouting". In the market of the Polish press, for example, any more does not remain black-and-white issues of the national plotting scale, all fundamental political and business daily logs leave in colour. The similar tendency is watched and in Russia: the vivid example such - the newspaper "Businessman".
So, «the qualitative press in the professional work leans against the doctrine of socially responsible journalism. Owing to understanding of the responsibility she professes principles of reliability, objectivity and impartiality, independence of judgements n imposing appearance of opinions. This press recognises that a principle of freedom of press cannot be absolutised without damage to a society. Hence, in professional work of journalists self-restrictions of this freedom which in practice are formalized in the form of professional ethical codes and professional standards are necessary. The mass press is not so scrupulous in questions of a professional etiquette and is ready to endow reliability p objectivity to please to especially financial reasons.
From the point of view of periodicity the Polish press can be divided as follows:
1. The daily press (dzenniki): • National,
Regional and надрегиональные^2.
Weekly journals (tygodniki):
National,
Regional and nadregionalnye.
The issues leaving of 1 time in 2 weeks (dvutygodniki):
The national.
Regional and nadregionalnye.
The issues leaving once a month (monthly journals):
National,
Regional and nadregionalnye.
The issues leaving of 1 time in 2 months (two-months):
Obshchenatsional nye,
Regional and nadregionalnye.
Kvartalyshki:
National,
Regional and надрегиональные.*3
The press local (povjatova and nadpovjatova):
Daily,
Weekly,
Fortnight,
Monthly,
Two-month,
The quarter.
The press sublocal (regional, parish, school).
In turn a local and sublocal press share on following groups:
Issues of local self-government institutions,
12 I.e. rasprostranenno which is beyond one region.
p for 2008 it is possible to familiarise With the list and a reader's rating of the fundamental issues of 1-6 categories in appendices.
Independent commercial issues,
The Catholic press.
Issues of the various not state organisations, societies of regional specialists, associations, etc.,
11рофессиональных groups or educational institutions,
The press of local branches of parties and trade unions,
The press of national minorities.
The Polish researcher of the press T.Melcharek offers the type of classification of the Polish press though, by a recognition of the author of the concept, association in groups of so different printing issues not quite meets the requirements, applied in the journalistic literature.
Periodicals with high circulation (female, television and advertising), dominating in the market of the press and making essential impact on shape of all Polish press.
The socially-cultural and literary guessings, which importance it is defined not by circulation, and that role which they play performance of national culture.
Periodicals of a target orientation. Besides Catholic, scientific and specialised issues the children's and youth press, and also the issue of the national minorities living in Poland here is switched on.
Melcharek pays attention to the second and third groups, posoklku considers, what not all should be metered by demand, profit and circulations, urging to reflect that it is necessary to publish both intellectual, and youth, and a children's press, no less than socially-cultural p literary issues which though do not bring huge profits, but will have resolute influence on the Polish reader and as a whole will allow to keep a mental potential and national идентичность.84
And Mickzarck T Mcidzy monopolem and р1игаНгшсп. Kielce. 1998. S. 213.
It is necessary to notice, that politized, party and ideologizirovannye issues do not use wide popularity of readers. Has no success and unduly arrogant press. In connection with egggm the Catholic press worries certain difficulties. Its medial concept starts with postulates of the Vatican cathedral and document Inter mirifika. This concept is turned to all workers of mass-media, not only political journalists. In these documents the Church defends the right to form the concept of all media, not becoming isolated in sphere of the Catholic. This Catholic doctrine has ambiguously been apprehended in Poland. Even issues of secular Catholics, for example, the newspaper «Tygodnik Powszechny», support pluralism, tolerance p "open" Catholicism that is a little bit other interpretation of the concept of II Vatican cathedral.
Despite the economic stagnation which has fallen to Poland in the beginning of the XXI-st century, the information market has resisted, though serious impact has been struck to it and. During this period (2000-2003) Circulations of issues have seriously fallen, unprofitable issues, nevertheless the market have disappeared has managed to adapt to new economic realities and continued to be updated. This stability to it was provided first of all with the largest European media groups which are the main publishers of 87 % of the Polish press. These media groups have entered on the Polish market at once after elections of 1989 to liberalisation of economic relations. As the majority of niches of the market were free, it has brought to foreign publishers serious dividends. If in the nineties the last century there was a mechanical carrying over of the popular issue from abroad more often, for example, German on the Polish market, extended in the core of a tracing-paper of known German issues at the moment it is possible to speak about occurrence in the Polish journalism of the new qualities which are rather distinct from what were. New generation of the Polish journalists, which has grown
Work in new industrial, economic and technological conditions.
The Polish analysts of the press of the senior generation, as for example the professor V.Pisarsk from the Center pechatovedenija Jagellonsky university, with interest, but also alarm, analyze transformation which the modern Polish journalism worries. Especially these variations concern the press of national value which in the core the largest foreign concerns own. With world journalism it is pull together informativnost and efficiency, kachestvennost a product offered the reader which to it provide use of modern technologies, by the modern bright design necessary in a television century and a century - of propagation of the Internet. On the other hand, carrying out on the front page in bright registration next kriminala became characteristic of newspapers of any direction and a tabloid and a political weekly journal. Tabloidizatsija the press of any direction is now characteristic line and the world press. But an in-house theme, country problems, remain dominating in the contents of newspapers of any level. The professor V.Pisarek notices, that in Poland and now there are examples of the present Polish product among issues of regional value. As for example, «Dziennik Polski», leaving in Krakow: many local news, are a lot of sports and necessarily feuilleton. The printing journalism in Poland offers various production on any tastes. It is possible to tell, that in Poland now publishing boom. According to Institute of journalism of Jagellonsky university which are resulted in the official report of the specialised magazine "Press", in Poland leave about 5 thousand issues of different type and volume. Large publishing concerns in the core with the foreign capital are engaged in release of this production also. In their hands the most powerful and
Profitable segments of the market of the press. Also small publishing groups in which already Polish capital is involved actively operate. «We should learn to compete to the foreign technicians armed with the advanced know-how, opposing to them the knowledge of our market, especially local and regional level», - is declared by the Polish publishers. 150 publishing groups are considered as the most successful. Among them there are also Polish, Polish large publishing holdings which have grown in last years. At the heart of their activity the means earned in Poland laid.
So, the fundamental role in the Polish market of the press is played some by publishing holdings. A profile of their activity it is wide enough: holdings along with the qualitative daily and weekly press can include also tabloids, highly specialised and regional issues.
The publishing holding largest in the country - Agora, heads the twenty of the largest publishing concerns. In information market Agora has appeared since June, 1989 when the first began to leave independent «Newspaper Vyborcha», being the main component firm "Agora". The concern publishes 14 more titles, the common which annual circulation in 2006 Made about 350 million copies. The financial turn of concern makes about 1,1 billion zloties. Work in Agor'c about 4 thousand persons. Position «Newspaper Vyborchej» for the last years even more was strengthened. The quantity of daily sold copies for last ten years did not decrease below 400 thousand copy On middle of 2008 daily circulation of "Newspaper Vyborchej» averages 672 thousand экземпляров.8 '
In Warsaw 6 times a week leave the fundamental release of the newspaper with appendices:
• Monday - "Work", "Sports", «the Big format» (former magazine-appendix "Shop" of Newspaper Vyborchej »),
Tuesday - «Polish zubrilka» (the appendix for scientists).
"Communications", "Computer" (only in capital region),
Environment - "House", "Real estate",
Thursday - «High turns» (for motorists) »"Money",
Friday - "TV", "Theatre", "Supermarket",
Saturday - "Tourism"
Since March, 1995 the Internet site «Newspaper Vyborchej» on which it is possible to familiarise with the contents of last number, and also archival numbers (at additional expense) also works.
«Newspaper Vyborcha» is a political information publication, and on its pages present and history thorny questions rise, but it avoids in the estimations of the excessive radicalism inherent in it in days of the first free elections of 1989
With development of the market of the press and arrival on the market all new issues with with the oversea capital p the know-how, and talent of one person is not enough authority. Stability of firm and the newspaper is provided with talented managers, and also activity of the president of holding Mareka of the Owl. The firm magnifies possibilities of inflow of advertising. So, in 2002 "Agora" has established firm which is now the largest in Poland in the market of external advertising. In 2005 from advertising sale in newspapers and Internet AMS has received 143 million zloties. In 2002 "Agora" has bought from the ruined publishing house of Prushinsky 11 colour specialised magazines for women, motorists, truck farmers etc., advertising in which also brings in the considerable income. Since 2001 "Agora" «Newspaper Vyborcha» lets out the free daily newspaper "Underground" with average circulation in 500 thousand copy In 2006 became «the newspaper of year».
Besides it, the publishing holding lets out 3 free regional ezhenedel nika, 14 obshchepolskih the illustrated
Magazines, contains 29 regional and local radio sets, own press agency AMS and a number of Internet portals. «Newspaper Vyborcha» it is persistent in the efforts for popularity in regions reduces the price, to the fundamental issues puts, for example, tourist cards of the Wormwood, the schedule of transport, the brochure on popular themes, etc., and regional newspapers extend with a teaching material.
The title holder «the Publisher of year» already is a lot of years successively the German publishing concern «Axel Springer» is. It g the publishing concern is one of the largest in Europe. In 30 European countries to it belong about 150 newspapers and magazines. In concern trudja the gay more than 10 thousand persons, and its annual turnover makes about 2,4 billion euro; 44
In the Polish market it has appeared in 1994 Twenty one issue of firm are colour magazines, multipage "thick" issues for women, so-called. Glossy journalism, weekly journals of opinions, and at last, a daily press. The cumulative annual circulation of issues makes 303 million copy the Profitable turn in 2007 has made 455,5 million zloties. Services this huge holding of 576 persons (in Poland).
«Money gains money» is a motto of firm, therefore she does not regret money for salaries to workers, updating of manufacture and on advertising attraction. The average salary in 12 thousand zloties in newspapers SHpringera became attractive to journalists from other issues, and the firm has possibility to sample the best employees.
Tabloid occurrence «Fakt» and the political daily log «Dziennik Polska-Europa-Swiat» publishing houses «Aksel SHpringer polska», is considered the most considerable event in sphere of the Polish specialised and mass printing journalism as it stimulated even more considerable variations both in registration of mass printing journalism, and in its most concept. On
Advancement of "Fact" concern Akselja Shpringera has allocated 20 million euro and only two months for introduction for the Polish market. Has begun it campaigns it was necessary in second half of 2003, but already in the first months 2004 "Fact" became the leader of sales, having overtaken qualitative «Newspaper Vyborchu». The unprecedented advertising campaign which was spent by representatives "Shpringer-fsrlag" in Poland, has forced the most part of community of the Polish journalists to think of the future of national journalism seriously. Actions of the German holding richest in the Polish market had nothing to oppose. The publishing concern «Aksel SHpringer» operated under the old scenario: such examples aq^eccHBiioro introductions on gazetno-zhurnaliyj the market already were available in history of world journalism. The unprecedented advertising campaign has born fruit. For "Fact" advertising pages of printing issues, a tele-and airs were bought. The word "Fact" became the most popular word-brand in advertising. He could be read on walls of houses, in buses, in places of a congestion of people, etc. has been besides, very successfully spent prodakt-plejsment the new issue: propagation and sale places were sampled the most convenient. And the most important thing, "Fact" was on sale under the dumping price and cost very cheaply. Subsequently it became known, that at introduction on the market the publishing house because of shortage of printing powers in Poland had to print a circulation part near Berlin and to deliver to Poland cargo to planes и.1) 1
Now "Fact-" - the newspaper of Poland yielding only second for popularity «Newspaper Vyborchej», managed to win the positions lost in 2004-2005 from a new tabloid. As a matter of fact, "Fact" is polonizirovannaja the version of German magazine "Bild", however on popularity in separately taken country "Fact", perhaps, has overtaken "parent".
However the face of the company «Aksel SHpringer polska» is defined nevertheless not by""Fact", and the political newspaper« Dziennik Polska-Europa - Swiat », appeared in Poland on April, 18th, 2006. The newspaper output on the Polish market also was preceded by the massed advertising campaign which though was and not so aggressive, but also passed with attraction of all possible audiovisual advertising media and the huge advertising budget. If"Fact"- the Polish version«Bild»"Dzennpk"is something an average between German« Die Welt »and English« The Guardian »in the Polish sheath. As well as in a case with the "Fact" which has managed quickly to generate command from already ready professionals, having enticed them «long zloty», «Aksel SHpringer» has managed to entice in "Dzennik" the best journalists working earlier in «Newsweek Polska», «Forbes Polska» and «Rzeczpospolita» and quickly to become the serious player in the market of the Polish qualitative press, confidently having occupied the niche and having pushed aside «Rzeczpospolita» on the third position in a rating of qualitative socially - political daily logs.
Concern "Press public" - the owner of the third on value the daily political newspaper of Poland «Rzeczpospolita», being the oldest in Poland. For last 10 years the concern has essentially given in and from the second place when it yielded only "Agore", has rolled down on the seventh. The company controlling interest for last has replaced years three owners: with 1991 for 1996 the fundamental owner of the company was the State Exchequer of Poland (51 %), and 49 % belonged to the French publisher R.Ersanu. In connection with death Ersana in 1996 its actives Norwegian firm Orkla has bought the Press, and Norwegian Lind, and then Gzhsgosh Gauden became the president of Press public. The newspaper has undergone to privatisation. In 2006 the controlling interest was redeemed by British publishing group "Меком".
«Speech pospolita» - one of few newspapers in Poland about which half of circulation extends on a subscription. The newspaper shines all fundamental economic, political and legal problems of a society, regularly and operatively signals news from the Polish and world share markets. The part of the newspaper area by tradition is occupied with official materials. «Speech pospolita» lets out 12 appendices, in the core devoted to economy and the finance.
«Speech pospolita» - the most right-conservative newspaper among the Polish political daily logs. She of the first has brought up a question about ljustratsii politicians, journalists and workers of the state structures co-operating with bodies of state security PNR, thanking «Speeches pospolitoj» also has inflamed skanadal, coupled to military investigation of Poland, all which higher structure has been dismissed on suspicion in co-operating to the Russian special services, besides, «Speech pospolita» is rather sensitive reacts to statements of the Russian and German politicians. The newspaper circulation makes now 253 thousand copies. As a whole, «Speech pospolitaja» is considered indispensable atributom.delovogo the person and is calculated on representatives of steady middle class and people of rights-conservative views. Considering, that strong contenders in this niche of the market at «Speech pospolitoj» are not present, the newspaper can feel free enough, not being afraid for the stable third place in the market of qualitative daily newspapers.
The tabloid largest in Poland in the Polish market, publishes the newspaper «Super - Express train» publishes the Swedish media concern «Media the Express train». Popularity of the newspaper was indisputable until on the Polish market in 2003 the tabloid "Fact" with the big capitals of publishing group «Aksel SHpringer» has not rushed. Incomes «Super Express train» began to fall catastrophically and by 2006 have decreased almost half: with 163
Million to 93 million zloties. The newspaper lost not only popularity and incomes, but also it is twice more than best journalists who transferred in "Fact" where paid. The present competitive struggle, in which result «S.E was developed.» Has dared at some variation of the formula of the newspaper: by a smaller means with smaller collective to do the newspaper better, not refusing from the in large quantities-entertaining formula which in the beginning 1990 has developed for them well-known Gzhegosh Lindenberg, the author of many successful projects Polish журналистики.94
The newspaper "Tguipa" - the successor of former central publication porp «Trybuna Ludu» which publishes concern «Ad Now it 111». Has not the best times. Circulation of newspapers!, g steadily falls, the quantity of strips is reduced, and the best employees leave the issue. In 2008 the "Tribune" circulation made about 60 thousand copies. The newspaper consists all of 12 strips, that at not the highest quality of the issue and twice bolshej, in comparison with the fundamental players in the market of political weekly journals, the price does newspapers attractive only for its devoted admirers professing social democratic sights. The newspaper is closely coupled to Social-democratic party of Poland and the Union of the Left Democrats.
Concern "Polskapress" in the core is concentrated to release of regional issues. "polskapress" in 2006 otmstila the 15 anniversary of the activity in Poland. Since 1991 in its portfolio there are 18 newspapers. The common circulation of these issues makes 332184 126 copies the Annual turnover of firm of 500 000 thousand zl. On the end of 2005 the firm and its departments were serviced by 2600 persons, from which 760 - journalists. Daily in Poland is on sale about 450 thousand copy regional the issue which most part is production polskapress. The regional press is printed by 6 printing houses "»«½żßį»ÓŃßß". Among them 8 fundamental regional issues: (Dziennik
w Evsesva L. And: Rmnok printing issues in Poland and the foreign capital. The Moscow State University bulletin, a series 10, Journalism,/007,168;
Baftycki, Dziennik f odzki, Dziennik Zachoani, Express Ilustrowany, Gazeta Krakowska, Glos Wielkopolski, Polska The Times Gazeta Wroclawska, Dziennik Polski). On October, 17th, 2007 on the Polish market there was new project "polskapress" - the newspaper «Poiska The Times» - the political daily log conceived on the sample English "Time". The Advertising campaign on introduction of the new qualitative newspaper on the market was spent widely enough, however meanwhile a pas the top lines of ratings it has not made the way. Nevertheless, the newspaper circulation makes 312 thousand copies and, thanks to the weighed editorial policy the newspaper has all bases to be overcome for the reader with the big three of the qualitative press.
Lately there were considerable changes in publishing business to the Polish capital. Two popular political weekly journals «Polityka» and «Wprost» have organised own publishing houses, in which active not only issues of weekly journals. So, publishing house "Politician« publishes two more - a weekly journal "Forum" which prints reviews of the most important publications of the world press, and also kvartalnik «Res Publica Nowa», the popular issue which has arisen as illegal in "Solidarity". "Policy" - one of the oldest in Poland the political weekly journals, noted in the past, 2007 50-year-old anniversary, is some kind of a phenomenon as in the conditions of the partijno-state censorship a smog become the central not engaged issue. « The policy »strongly holds positions of an average popular especially among people and advanced age of a weekly journal of"opinions". The annual circulation of issues of"Policy"is made more than 16 million copies, and by a profitable part - more than 70 million zloties. As analysts of Jagellonsky university consider,"Policy"read about 2 million Poles at circulation of 170 thousand copies as time of a life of one number of magazine is not settled by one hands / '* Is focused
Magazine in bolshej degrees on readers with higher education, inhabitants of the big cities. Magazine subjects - questions of statehood, a science, culture of Poland, Europe and all world. In magazine it is resulted as the detailed analysis of all events of the last week, and reportings from a place of last events, and also feuilletons. The magazine involves in co-operating of persons to the scientific ranks, visible intellectuals, and also foreign leaders of opinions.
The weekly journal «WprosD>, published in Poznan since 1982 in circulation of 125 thousand copies, but having obshchepolskoe propagation is not less popular in Poland. In the approach to some thorny questions of a life it is distinguished by more radical position. Edition characterises the magazine as liberally-conservative, criticising aspects of the introduction of Poland in FC and character of the European Union. Also (bureaucracy) and the international problems coupled in the core with Russia and Germany are exposed to criticism local. With 19S9 for 2006 the former secretary of Central Committee PORP Marek Krul was the editor-in-chief of magazine, that, however, did not prevent to take always to the daily log of strictly Antirussian position, and since 2007 Stanislav Janetsky became the editor-in-chief. Recently at magazine some fallout of circulation that is coupled to economic problems of the publisher is watched.
So, in Poland big publishing business it is concentrated in hands of several media concerns which p define a market condition. The fundamental players in the market are the publishing house "Agora" with the qualitative political daily log and the unconditional leader of the market of the daily press «Newspaper Vyborchej», German publishing concern «Aksel SHpringer polska» with socially - political daily log "Dzsnnik" and a tabloid "Fact", publishing house "Press public" with the polsko-British capital, letting out the political daily log «Speech pospolitaja» and publishing house «Media the Express train» with the Swedish capital, letting out a tabloid «Super -
The express train ». In the market of the regional press absolute leadership holds concern" »«½żßį»ÓŃßß "with the mixed capital. In the market of weekly issues in leaders there are magazines" Politicians «and"Vprost", published by the publishing houses with the same name.
These data prove to be true the polls which dynamics was traced by us with 2005 for 2008. Probing it is possible to familiarise with data in appendices to the dissertation.
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A source: SPITSYN Grigory Sergeevich. Quality print media of the Republic of Poland in the formation of public opinion about modern Russia. Thesis for a candidate of political science degree in specialty 10.01.10 (journalism). St. Petersburg 2008. 2008

More on topic 2.1. The modern market of the Polish press: structurally - typological characteristic:

  1. the APPLICATION 2 TYPOLOGICAL ANALYSIS of the MODERN NIZHNIY NOVGOROD PRESS
  2. typological characteristics of the children's press
  3. CHAPTER 1. The CHILDREN'S PERIODICAL PRESS: HISTORICAL, is functional-TYPOLOGICAL And SUBSTANTIAL ASPECTS
  4. 2.2. The Russian direction of a modern Polish policy and mednapolntpki
  5. THE CHAPTER THE SECOND. TYPOLOGICAL FEATURES OF MODERN POPULAR SCIENTIFIC MAGAZINES OF RUSSIA
  6. §4. Trends of development of the modern Nizhniy Novgorod press
  7. 2.2. A modern condition of the foreign female journal periodical press
  8. the Structurally-substantial characteristic of the text of an English-speaking web browser
  9. 2. The typological characteristic of interrelation adult, including the organised crime, with juvenile delinquency.
  10. 3.2.1. A trade of sports "press attache" or the modern journalist - the manager
  11. 1.4.2. The typological characteristic of a modality through a prism filologiyocheskoj germenevtiki: interaction of level of the maintenance and sense level in the text
  12. 1.4.3. The typological characteristic of a modality through a prism filologiyocheskoj germenevtiki:the modal device of consciousness as system vzaimoyosvjazannyh modal values
  13. 1.2. predstavlennost youth subcultures in a modern youth press
  14. 1.4.1. The typological characteristic of a modality through a prism filologiyocheskoj germenevtiki: opposition of concepts "value" and "sense"
  15. parafonova Belief Aleksandrovna. POPULAR SCIENTIFIC MAGAZINES In STRUCTURE of MODERN mass-media: TYPOLOGICAL And PROFILE FEATURES. The dissertation on competition of a scientific degree of a Cand.Phil.Sci. Tver - 2016, 2016