Wiesław Cetera
Zarządzanie Mediami, Tom 9, Numer 1, 2021, s. 173 - 189
https://doi.org/10.4467/23540214ZM.21.011.13058Printing industry in times of a pandemic
The process of shaping the structure of the Polish printing sector dates back to 1989. The fundamental changes consisting in the elimination of censorship and the abolition of paper rationing enabled the development of printing industry in Poland. Printing industry, including the company owners and managers, managed to overcome the technological gap between the EU and the former Eastern Bloc countries as early as in the 1990s. The beginning of the 21st century was characterized by a high technology level and a competitive advantage, which was based primarily on low labour costs. The analysis of statistical data shows that the sector commands new technologies and large production capacities. On the demand side, however, radical changes are taking place. Printed media reduce their circulation and migrate to digital space. Advertising, so far mainly using printing services, now uses electronic distribution channels with increasing frequency. In addition, the market places ecological requirements and low costs demands. The research conducted among printing companies in 2018 and twice in 2020 shows evidence of the current condition of this sector. Its actual state of affairs has been influenced by the COVID-19 epidemic and the consequences of restrictions introduced in the economy. These studies register the changes proceeding in the Polish printing industry. They reveal the existing overcapacity and the negative impact of the pandemic on the whole printing industry. They also point to the need for profound technological and organisational changes.