EN
Answering the question embodied in this article it could be stated that Poles aversion to newspapers is due to a number of causes. Firstly, it is a historically-conditioned problem emanating not only from the loathing for newspapers fulfilling propaganda functions,but also in connection with the dismantling of the tolerably efficient system of press distribution as well as the propagation of the press developed in the era of the People’s Republic of Poland. It is also expedient to acknowledge as historical the demonopolization process of the Polish press market, which instigated the audience to various reading experiments that usually resulted in relinquishing reading of the daily press. Extreme commercialization of the press market and the introduction of such products as advertisement and free newspapers undermined the survival of the information and journalistic press. Originally, the destabilization of this market caused press competitions and later on various gadgets. The newspaper, more and more to a less extent a medium of communications and a cultural good, became a simple market product promoted by the same methods as in the instances of soap, mayonnaise or washing powder. If we should add to this the incessant pursuit of advertisement and the neglect of editorial content, then there will emerge a group of subsequent factors that will effectively alienate Poles from the daily press. The future survival of printed newspapers will certainly be challenged by computer users. The young polish generation currently rarely fall back on classical printed matter, seeking all information, above all, on the net. What results this will yield will be seen in the near future.