TY - JOUR
TI - W cieniu Googla – wartość rynkowa mediów
AU - Kania, Jan
TI - W cieniu Googla – wartość rynkowa mediów
AB - 


	In the Shadow of Google – the Market Value of the Media

	Some media organizations are present on stock exchanges that determine their market value. In this way, the Alphabet conglomeration created by Google and Google as the most important part of it has been valued by the New York Stock Exchange for over $500 billion. The value of Google’s brand, Millward Brown, was valued at $229 billion. Most media are, however, out-of-stock, and setting a market value is important to them because of the different transactions they are involved in. Most often they are sold but also shared, indebted, merged, etc. In these transactions, market value is important. Among the various components that make up the value of the media are the so-called intangible assets associated with the name, scale of impact, market position. The theoretical basis for measuring the market value of the media is in the area of interest mainly in media economics, as well as in law, management, marketing, accounting and finance. Four main valuation methods have been developed: cost, market, income, mixed. The most well-known in Poland are the rules for the valuation of the press titles of two scientists Tadeusz Kowalski and Jan Kania and free tools for valuing websites. The demand for valuation will be increasing, and thus the development of their scientific basis. The main research directions, followed by the expected recommendations for valuation practice, are connected with the essence of mass communication, with the changes that take place in it, with the characteristics of the various types of media.
VL - 2017
IS - Tom 5, Numer 4
PY - 2018
C1 - 2354-0214
SP - 167
EP - 177
DO - 10.4467/23540214ZM.17.011.8547
UR - https://ejournals.eu/czasopismo/zarzadzanie-mediami/artykul/w-cieniu-googla-wartosc-rynkowa-mediow
KW - Google
KW - media
KW - market
KW - stock market
KW - brand
KW - value
KW - efficiency
KW - price
KW - transactions
KW - methods
KW - recipients
KW - advertising