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1

THE MARKET IMAGE OF MEDIA GOODS AS A STARTING POINT FOR PROMOTIONAL ACTIVITIESON THE PRESS MARKET (Rynkowy wizerunek dobra medialnego jako punkt wyjscia dzialan promocyjnych na rynku prasowym)

100%
Zabinski R.
Rocznik Historii Prasy Polskiej
|
2009
|
vol. 12
|
issue 1 (23)
103-115
EN
The article discusses market image schemes of media goods in the following segments: paid printed newspapers, radio, television and websites. The analysis of these segments is helpful in understanding the market operation of printed newspapers, magazines, broadcasting stations, TV stations and websites. The analysis shows also factors that have an impact on commercial transfer creation. The article focuses on the determination of mission's keynote, the distinguishing elements of identity and the way of creating expectation regarding the image of media goods.
2

DISTRIBUTION OF MEDIA PRODUCTS AND SERVICES (AFTER 1989) (Dystrybucja produktow i uslug medialnych (po 1989))

100%
Zabinski R.
Rocznik Historii Prasy Polskiej
|
2008
|
vol. 11
|
issue 1-2(21-22)
175-192
EN
The article discusses the role of distribution systems for media goods and services on the press market. As the press market develops and consumer behaviours change, effective distribution systems are becoming increasingly important for media owners
3

THE POLISH NEWSPAPER MARKET IN 1989-2009 (Rynek dziennikow w Polsce w latach 1989-2009)

100%
Zabinski R.
Rocznik Historii Prasy Polskiej
|
2010
|
vol. 13
|
issue 1-2(25-26)
361-380
EN
The article presents changes that took place on the Polish newspaper market in 1989-2009. The most important include the takeover of a majority of Polish newspapers by global editors, the development of offensive marketing strategies (including price fights), mergers and closures of newspapers, and the simplification or even trivialization of media message, the result of which has been to increase the press's dependence on advertisers. The number of newspapers decreased from 130 in 1990 to 48 in 2008
4

THE CREATION OF MEDIA BRANDS' VALUE (Kreowanie wartosci marek medialnych)

100%
Zabinski R.
Nauki o Zarządzaniu
|
2011
|
issue 6
115-130
EN
The article presents issues concerning the creation of brand on the media market. The management of brand should be considered in all marketing actions of a particular company. The article presents the analysis of those media owners' marketing actions which can have the strongest impact on the creation of brand value. It also presents the classification of the most valuable brands on the Polish media market and factors that intensely influence their market position.
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