Abstract
The transformation of Polish society and economy over the last two decades is also reflected in the process of the press market becoming mature. The segments of this market transform assuming a strong market economy character. New dominating players emerge representing both domestic and – increasingly often – foreign capital. The foundation and expansion of the Agora Group, the publisher of „Gazeta Wyborcza” inspires peculiar common interest (or even fascination). It is usually presented rather one-sidedly as a Polish version of an American „rags-to-riches” story. The organizational and financial aspect of the Group operations is usually neglected or oversimplified. This paper was written in the first quarter of 2004. It tries to show the publisher of „Gazeta Wyborcza” not with respect to its media mission but to its economic aspect. The management board of this business outlines and tries to implement a certain strategy. However, in doing so they apparently fail to avoid considerable errors and threats.
Highlights
This paper was written in the first quarter of 2004
In doing so they apparently fail to avoid considerable errors and threats
Summary
Przez okres medialnej prosperity lat 90-tych polski rynek prasowy ogranicza[3] siê niemal wy31cznie do przetasowañ przy udziale firm ju¿ obecnych na rynku. W wywiadzie dla agencji Reuters Andreas Wiele, cz3onek zarz1du ASV oœwiadcza, ¿e celem koncernu jest sprzeda¿ na pocz1tku 200 tysiêcy egzemplarzy i zwiêkszenie jej do poziomu 300 tysiêcy w ci1gu najbli¿szych 3–5 lat[26]. Trudno oprzeæ siê wra¿eniu, ¿e wszystkie podejmowane przez Agorê dzia3ania s3u¿1 nie tylko obronie bie¿1cej pozycji „Gazety Wyborczej”, ale – w jeszcze wiêkszym stopniu – s1 w3aœnie sygna3em na przysz3oœæ wys3anym Springerowi. Dlaczego jednak najwiêkszym problemem dla Agory staæ siê ma z czasem Springer, a nie Bauer, Verlagsgruppe Passau, Orkla czy te¿ medialne koncerny z Francji, Anglii lub W3och?. 31 W 2000 roku Grupa ASV ma znacz1c1 pozycjê g3ównie w segmencie polskich czasopism, wydaj1c 14 tytu3ów, o jednorazowej 31cznej sprzeda¿y ponad 2,7 mln egzemplarzy.
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