WORLD PRESS TRENDS - World Association of Newspapers

POLAND
ADVERTISING EXPENDITURE & ECONOMIC DATA
Advertising expenditure
(Zloty millions, in current prices)
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Newspapers 223 308 444 664 753 985 1,032 1,037 1,179 1,444 1,620
Magazines 205 327 522 741 1,113 1,262 1,431 1,448 1,561 1,685 1,915
Television 808 1,233 1,900 2,833 4,048 4,452 6,037
Radio 123 183 258 382 491 544 623
Cinema - 0 4 7 14 27 49
Outdoor 101 189 303 460 536 685 565
Total 1,461 2,241 3,431 5,088 6,955 7,955 9,737 10,271 10,930 12,033 13,392
Source: 1995-2001 Amer Nielsen, 2002-2005 ZenithOptimedia
Notes: Before discounts, excludes agency commission, production costs and classified advertising
Main economic indicators 1995-2001
1995 1996 1997 1998 1999 2000 2001
1 US$= 4.09 Zloty at 2001 rate
Gross Domestic Product (Zloty billion)
at current prices 308 388 472 554 615 685 722
% change 36.9 25.9 21.8 17.2 11.1 11.4 5.5
at 2001 prices 592 622 658 690 715 723 722
% change 8.0 5.1 5.8 4.9 3.6 1.1 0.0
Gross Domestic Product per capita (Zloty 000)
at current prices 8.0 10.0 12.2 14.3 15.9 17.7 18.7
at 2001 prices 15.3 16.1 17.0 17.8 18.5 18.7 18.7
Population
Millions 38.6 38.6 38.7 38.7 38.7 38.7 38.6
Consumer Price Index
2001=100 52.1 62.4 71.8 80.2 86.0 94.8 100.0
%change 26.8 19.8 15.1 11.7 7.3 10.2 5.5
Ad.spend as a % of GDP
0.47 0.58 0.73 0.92 1.13 1.16 1.35
Advertising Expenditure Growth (%)
at current prices 52.4 53.4 53.1 48.3 36.7 14.4 22.4
at 2001 prices 20.2 28.0 33.0 32.7 27.4 3.8 16.0
Source: IFS, ZenithOptimedia
Research
Circulation is audited by: Zwiazek Kontroli Dystrybucji Prasy -
Audit Bureau of Circulations Poland. ZKDP audits 355 titles
(50 dailies, 305 magazines). Every publisher-member of ZKDP
declares the print run and circulation of the titles they own.
Readership is measured by: Readership is measured by Polskie
Badania Czytelnictwa (PBC), which co-operates with SMG/KRC
Poland Media Ltd.
Methodology: Monthly face-to-face interviews, annual sample
size 36,000.
Taxes
VAT on:
sales 22%*** advertising 22% *
newsprint 22% plant 22%
composition 22%** (standard VAT rate 22%)
* classified advertising only, individuals are charged 7%
** 0 until the end of 2003, but 22% thereafter
*** the press are charged 7% VAT on sales
In 2001 the government introduced 7% VAT on newspaper copy
sales.
Newspapers are subject to the normal 28% corporation tax.
Till the end of 2003 there is 0% VAT on newspapers, magazines
and book printing.
Discounts
on: post 0 rail 0 telephone 0 telegraph 0 telex 0
Ownership
Does any law exist governing publishing-house ownership, or the
registration of shares in newspaper-publishing companies Yes. The
Press Law regulates all publishing houses. Like all periodicals,
newspapers must register with their local court. The registration
must contain:
· Title and address of the editorial office.
· Personal data about the editor-in-chief.
· The name and address of the publisher.
· Frequency of publication.
Registration expires if the title fails to appear within one year
of the publishing licence being granted.
Is there any law prohibiting or restricting foreign companies or
individuals from owning shares, and in particular, the majority of
shares, of domestic daily newspapers No
Is there any law prohibiting daily newspaper or periodical publishers
from operating radio or television stations in the same locality Yes.
Under the Broadcasting Act newspaper or periodical publishers
may not be granted radio or TV broadcasting licences if this
would create local monopolies.
So as to guarantee disclosure and transparency in the capital structure
and to avert silent partnerships, is there a law or rule making it possible
to determine who actually owns a publishing company Publishers
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WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003