CZY POLSCE WCIĄŻ POTRZEBNA JEST REGIONALNA PRASA CODZIENNA?
IS POLAND STILL IN NEED OF REGIONAL DAILY NEWSPAPERS?

Summary/Abstract: The regional press constitutes a special element of media system in Poland. As far as geographical range is considered, the regional press operates on a daily basis while, conversely, the local press operates mainly on a weekly or monthly basis. That is why regional dailies are perceived as an essential part of the Polish media landscape. Recently, the situation of regional dailies has been changing dramatically. After years of competition, there is practically only one major company left on the market, namely Polska Press Grupa, subsidiary of German holding Verlagsgruppe Passau. Ongoing monopolisation does not work in favour of the readers as it leads to vanishing rivalry and – potentially – may result in public opinion manipulation. Simultaneously, the market is being eroded by debilitating circumstances, as readership and sales are dropping. This cannot be compensated by publishers’ activity in the digital sphere. Consequently, the future of described segment is unstable and uncertain. Finally, the new government is considering the ‘re-Polonisation’ of the media, regional press in particular. The new regulations are still in preparation. However, the idea gives rise to essential questions: whom regional dailies managed by the indicated by the government entities would serve and how this segment is going to survive in such complicated circumstances.

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