Niemieccy wydawcy prasowi wobec wyzwań cyfryzacji

Abstract

The process of digitalization of mass communication fosters development of electronic media and complicates functioning of the traditional press. Decreasing circulation and incomings from advertising force press publishers to change their development strategy. In Germany big press publishing houses that reign in the market of press, newspapers and popular magazines, are in the forefront of these modifications. Main directions of this strategic reorientation are: changing the publishing houses into multimedia concerns, reducing the costs of editing and printing press as well as building a new offer on the Internet. Some of the German press publishers also increase their investments abroad.