Subskrypcje – nowy sposób finansowania prasy na przykładzie Gazety Wyborczej
Subscriptions – A New Way of Financing the Press on the Example of Gazeta Wyborcza

Summary/Abstract: The aim of the article is to analyse the subscription model and its economic profitability for press publishers. The paid model of access to content and media services on the Internet has become an opportunity to overcome the crisis of the decline in readership of the printed press and increase the revenues of its publishers. The example of Gazeta Wyborcza, which was the first daily in Poland to introduce paid digital subscriptions, shows that their sale is quickly becoming the dominant form of copy sales, mainly due to a large drop in sales of the title in print. However, lower profitability of digital subscriptions results in lower revenues from sales of content to readers, and lower revenues from online advertising – lower total revenues. The analysis, therefore, showed that digital subscriptions are a way to win back readers, but not a sufficient source of funding for press activities.

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