Krakowska prasa reklamowa i reklama na łamach krakowskiej prasy w latach 1989-1998

Abstract

The advertising publications practically did not exist in the times of PRL, as marketing was not required in a centrally-planned economy. In 1990, together with the introduction of economic reforms and redirecting the Polish economy in the more liberal tracks, a demand appeared for various marketing and publicity services. The country’s advertising market developed at a great speed (it expanded at a rate of about 50% a year) to take up 0.93% of GNP in 1997. Following this trend, the advertising publications market developed dynamically, and the participation of advertisements in the press grew significantly. The first to appear on the Krakow press market were high-circulation general publications, such as the weekly “KTO”, published since 1989. Their domination, however, was not long-lasting, and soon all press publishers entered the competition to win the advertisers; from 1991 on the largest number of advertising orders flowed through the advertisement offices of the Krakow regional daily newspapers. This situation made the model of a general advertising publication redundant, and at the end of the decade they nearly completely disappeared from the press map of Krakow (out of 19 publications only two survived until 1998). At the same time, specialized magazines entered the market and eventually took over the majority of advertising orders.