TY - JOUR
TI - Wydawnictwo Bauer – tradycyjny wydawca w cyfrowym świecie
AU - Dzierżyńska-Mielczarek, Jolanta
TI - Wydawnictwo Bauer – tradycyjny wydawca w cyfrowym świecie
AB - 
	Bauer Publisher – Traditional Publisher in the Digital World

	
		The Bauer publishing house has gained the position of the largest press publisher in Poland thanks to the creation of an extensive portfolio of magazines aimed at various groups of recipients. The pub­lishing strategy based on a low copy price and efficient marketing ensured high sales revenues and relatively high independence from advertising revenues. Despite the decline in the readership of the printed press, the publishing house did not make any efforts to digitally transform its magazines and develop its activities on the Internet. Only in the face of the coronavirus pandemic, it created e-edi­tions and websites of a few titles. However, the recent business decisions of the German owner in­dicate that instead of investing in digital change and waiting for its effects, it is more willing to quit the traditional media markets.
	
		JEL: D22; L25; L82

VL - 2021
IS - Tom 9, Numer 2
PY - 2021
C1 - 2354-0214
SP - 207
EP - 221
DO - 10.4467/23540214ZM.21.013.13408
UR - https://ejournals.eu/czasopismo/zarzadzanie-mediami/artykul/wydawnictwo-bauer-tradycyjny-wydawca-w-cyfrowym-swiecie
KW - magazine market
KW - print publishers
KW - effects of COVID-19