WORLD PRESS TRENDS - World Association of Newspapers

POLAND
Commentary - Polish Chamber of Press Publishers
2002 was definitely the most difficult year for the Polish
economy since the end of the Soviet era. The economic
slowdown continued, and though conditions improved slightly
over the course of the year, there was no sign of a sustained
revival. State finances, which need restructuring, were left
unreformed.
In 2002 the inflation rate decreased drastically - from 3.4% yearon-year
in January to 1.1% in October. This was a result of the
National Bank of Poland’s tight monetary policy and lower food
prices, though industrial prices continued to rise.
The greatest problem and challenge faced by the Polish economy
is unemployment – since early 2002 18% of the workforce has
been without a job.
2002 was the second consecutive year of low economic growth.
It is estimated that GDP increased by only 1.5%. Domestic
consumption dropped dramatically, and while the Council of
Monetary Policy lowered base interest rates several times during
the year, commercial banks did not lower their rates by as much,
leaving bank loans beyond the reach of many.
Last year Poland completed negotiations to enter the European
Union. Poland’s future membership in the EU will give it greater
credibility on financial markets; in fact its credibility has already
improved – Moody’s increased Poland’s credit rating from Baa1
to A2 in 2002.
Poland is expected to grow slightly faster in 2003 than in 2002 –
by between 2.0% and 2.5% – thanks to improved domestic
consumption and optimism related to imminent membership
of the EU.
Poland’s economic situation has directly affected the publishing
market. Daily newspaper circulation dropped by 2.6% in 2002.
Newspapers supported by political parties recorded the greatest
drop in circulation: Trybuna lost 23% and Zycie lost 31%.
Specialist newspapers such as Dziennik Sportowy (sport) or Puls
Biznesu (business) increased their circulation. Gazeta Prawna
increased its frequency of publication from three editions a week
in 2001 to five a week in 2002, and also managed to increase its
circulation.
Aiming to halt the decline in circulation, many publishers added
gifts to their papers, including CDs with songs, useful computer
programs or maps. Newspapers also published books for
learning languages, city plans and so on. Regional papers paid
more attention to local news, and several created municipal or
poviat (county) supplements.
Press advertising expenditure increased by 2% when measured
at ratecard prices; however, actual revenues dropped as
publishers granted agencies larger discounts. Building, finance,
motor car and transport industries cut down on their
advertisement expenses while a reverse pattern was noted in
the health products, drugs and food segments. Since these
segments tend to favour television advertising, television
continued to increase its share of the market.
Many publishers reacted to their falling revenues by cutting
overheads, including jobs. Some closed supplements, such as
Gazeta Wyborcza, which stopped publishing its five regional
supplements.
Two national newspapers closed in 2002: Zycie and Prawo i
Gospodarka. The regional newspaper of Bydgoszcz, Ilustrowany
Kurier Polski, also closed
Consolidation of media ownership continued in 2002. The large
publishers Agora and H. Bauer both bought titles during the
year.
The draft Radio and Television Broadcasting Act continues to
be a political problem. As it stands, the draft would prevent a
national newspaper from owning a television station. This drew
criticism for unduly limiting business activities and the freedom
of mass media, and as a result the draft was withdrawn.
The Copyrights Act has been amended, and now entitles
publishers to receive fees from companies that copy newspaper
articles. Publishers’ lobbying efforts were also rewarded when
the VAT Act was emended to introduce a new definition of the
specialist press, entitling qualifying titles to apply 0% VAT.
POPULATION
Population by age and sex
All individuals Male Female Households
000 % 000 % 000 % 000
Children 7,636 20 3,918 21 3,719 19 12,501 *
16-24 5,923 15 3,015 16 2,908 15
25-34 5,441 14 2,770 15 2,672 13
35-44 5,520 14 2,773 15 2,747 14
45-54 5,914 15 2,895 15 3,019 15
55-64 3,366 9 1,548 8 1,818 9
65+ 4,832 13 1,842 10 2,990 15
Total 38,633 100 18,761 100 19,872 100
Source: Statistical Yearbook of the Republic of Poland 2001
* 1995 data, which is the most recent available on households
Newspaper reach (%)
Daily Weekly Monthly
All adults 31.7 59.3 61.5
Men 33.5 64.9 65.9
Women 27.0 56.1 57.8
MHS 16.8 33.5 35.6
Source: SMG/KRC
MHS: Main Household Shopper
WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003 219