Management of a Daily in the Domination of Electronic Media

Ryszard Żabiński

Pełny tekst artykułu English version of the article

The article presents market determinants connected with the management of a daily in the Polish media market after 2009. The analysis of macroeconomic and sector factors that have the greatest impact on the development of strategy of press publishers has been conducted. The article also presents strategic goals of a daily and describes possibilities of creating publishers’ strategies in the situation of readership decrease, concentration of press titles and increasing significance of the electronic media.

KEYWORDS

management, media market, daily, electronic media, media marketing