Reklama wyborcza w Polsce w początkach XXI wieku: przejście od „starych” mediów do Internetu?

Abstract

Election advertising in Poland in the early 21st century: the transition from print media to the internet? On the basis of financial reports submitted by the election committees to the National Electoral Commission (PKW) the author investigates the phenomenon of the changes in election advertising spending on traditional printed press (and other “traditional” media, primarily television) and on the Internet. The data on the funding of specific activities of campaign is clear and direct measures of popularity of advertising forms among election committees. Comparing this data will help to answer the key question about the changes of the share of press advertising (or paid TV advertisements) in election campaigns in Poland. There is also another question about the development of the campaign internet advertising market. Such changes may be crucial for the segments of the press (e.g. dailies, news magazines), which traditionally deal with political issues, and are read by people especially interested in politics. Any “transition” of election advertisers and readers from print to the virtual world may also result in the need to modify publishing profiles, pricing policies etc. This latter issue is, however, the subject for further research. This article will be limited to one element that could affect the development of the press: changes of incomes during election campaigns.