Magazines on TV screen

2003.01.28

Impact, No. 1-2 January/February 2003

Magazine advertising expenses in the year 2002 (January to November) have grown by 7678 thousand zloty compared with the same period last year. In 2002 magazine publishers have invested a total of 146 163 thousand zloty in advertising. Higher advertising expenses may indicate increasing competition after the appearance of new titles on the market and aggressive struggle for advertisers. Traditionally, Gruner + Jahr is the biggest spender with 24% share of the advertising pie in magazine category. Bauer has the second place after increasing significantly its advertising expenses compared with 2001 (from 21 750 thousand zloty to 35 030 thousand zloty in 2002). Bauer publishes a total of 24 magazines. Dynamic growth of advertising expenditures is also visible in the case of Media Styl, publisher of "Twój Styl" women's magazine, which became part of Grupa Wydawnicza Bauer in 2002. Media Styl has the fifth place in this ranking. Edipresse Polska, which publishes "Przyjaciółka", "Viva", Dom i Wnętrze", "Pani" and "Uroda" among others, takes the third place with 15% share. Axel Springer Polska has the fourth place with 11% share in overall expenses.

To summarize, year 2002 witnessed market debut of many new magazines focused mainly on IT sector, while several others have found new owners, which explains increasing advertising expenditures. TV stations gaining the biggest share of advertising expenses include Polsat, TVN and TVP 1. While analyzing above figures please note that TV advertising expenses do not include rebates negotiated by media houses and advertisers.

Edyta Łyszkowska, AGB Polska