Dialogism media marketing and internet

Marketing Media (MM ) is a term which, together with the ongoing massification and interactivity of the media is becoming increasingly popular. The media in the media marketing are characterized by sending transfers, mediates them and multiply them being their recipient at the same time. Media marketing should not be regarded as a way of reaching out through the media to the client – it is the component of the management and marketing. This media marketing, not marketing products or services by the media. The article pointed out some of the tools, techniques and modern marketing communication channels used by media companies. The purpose of this publication is to analyze the aspect of marketing communication which is organization of „Action plebiscite” in the network. Exemplification of the above considerations is the „Dziennik Zachodni” acting in Silesia since 70 years

Cyfryzacja ośrodków regionalnych TVP

The digitization of regional centers of Polish Television The digitization of television signals in Poland is presented as one of the most important achievements of the media in recent years. The purpose of this publication is to present the opportunities and risks of digital technology at the regional level. The process of digitization has not resulted in a wider range of regional public television programming. After launching of Regional Television Centers, their dedicated band time lengthened by one hour. Money from the subscription only secure the production of about 40% of programs of the channel and are mostly news programs and current affairs. Other are provided with money from sponsors. In fact, digitization creates only a potential, does not give the guarantee that it will be used as financing is crucial for stable funding system. An example of the foregoing is Regional Television Katowice

The use of the latest digital tools by regional journalists on the example of "Dziennik Zachodni"

Nowadays, the needs of the consumer force the media to behave in a way that will enable them to survive on the competitive market. Publishers functioning on the daily press market take actions aimed at the diversification of their medium, investing in the Internet. Such actions include creating not only an online edition of the newspaper, but also multimedia portals, new services and the use of the network dialogism considering its current and future potential. It is impossible not to notice the increasingly powerful connection between the printed press and Internet projects. It is caused by economic aspects, as publishers rarely count on revenues solely from the sale of information and advertising. Intense competition forces them to change the characteristics of their products and expand ways to reach both readers and advertisers. One example of the above phenomenon is Dziennik Zachodni - the winner of the Grand Press Digital award granted by Press editors for its innovative approach to the use of modern technologies in journalistic work

Publiczne media regionalne – między misją a rynkiem

Public regional media – between mission and the market Media companies, in order to survive and develop on the market – need to be interested in creating positive relationships with recipients. In the period of digitalizing media – more and more diversification can be observed which may be important condition of success of media companies. How­ever in the contrast to commercial broadcasters, public media shall do all the best and use all possible means (including new age marketing) in order to publish contents set in the mission of broadcasters. Presented in the article, studies have shown that the goodwill is created by a wide range of players in the chain of its value, and how important is the relationship between the supplier and customers, as this could result in customer loyalty to the brand – in this case, the regional public broadcaster. From the perspective of this publication are important research on public marketing assets of regional media and their use in the process of marketing communication

Nowe oblicze komunikacji. Wybrane aspekty prawne i etyczne rozpowszechniania treści w cyberprzestrzeni

New face of communication. Selected legal and ethical aspects of spreading contents in the cyberspace It can be regarded as we have a problem with the application of its provisions to the content present in the network in terms of law because regulations on media infiltrate boundaries – so, and the media themselves. Polish law is not adapted to the changing technology reality. And it is not only the universal use of social media. Traditional media also taking into account the convergence process are present in the network. The purpose of this publication is to analyze certain aspects of legal regulations concerning the distribution of content in cyberspace – on the basis of the law in Poland the media. To demonstrate that self-regulation in the area of electronic media has the great advantage that it can go in a relatively short distance for the development of “new” media. In contrast, new, precise regulations in the matter of electronic media are difficult to be implemented in a short time

Media publiczne – państwo, społeczeństwo, rynek

Public regional media – a state, a society, the market Media companies, in order to survive and develop on the market – need to be interested in creating positive relationships with recipients. In the period of digitalizing media – more and more diversification can be observed which may be important condition of success of media companies. However in the contrast to commercial broadcasters, public media shall do all the best and use all possible means (including new age marketing) in order to publish contents set in the mission of broadcasters. Presented in the article, studies have shown that the goodwill is created by a wide range of players in the chain of its value, and how important is the relationship between the supplier and customers, as this could result in customer loyalty to the brand – in this case, the regional public broadcaster. From the perspective of this publication are important research on public marketing assets of regional media and their use in the process of marketing communication

Public regional media : a state, a society, the market

Media companies, in order to survive and develop on the market - need to be interested in creating positive relationships with recipients. In the period of digitalizing media - more and more diversification can be observed which may be important condition of success of media companies. However in the contrast to commercial broadcasters, public media shall do all the best and use all possible means (including new age marketing) in order to publish contents set in the mission of broadcasters. Presented in the article, studies have shown that the goodwill is created by a wide range of players in the chain of its value, and how important is the relationship between the supplier and customers, as this could result in customer loyalty to the brand - in this case, the regional public broadcaster. From the perspective of this publication are important research on public marketing assets of regional media and their use in the process of marketing communication

The digitization of regional centers of Polish Television

The digitization of television signals in Poland is presented as one of the most important achievements of the media in recent years. The purpose of this publication is to present the opportunities and risks of digital technology at the regional level. The process of digitization has not resulted in a wider range of regional public television programming. After launching of Regional Television Centers, their dedicated band time lengthened by one hour. Money from the subscription only secure the production of about 40% of programs of the channel and are mostly news programs and current affairs. Other are provided with money from sponsors. In fact, digitization creates only a potential, does not give the guarantee that it will be used as financing is crucial for stable funding system. An example of the foregoing is Regional Television Katowice

Transformacja prasy w erze mediów cyfrowych. Studium przypadku Gazeta Wyborcza

The transformation of the press in the era of digital media Gazeta Wyborcza case studyAchieved in recent years the sales of national dailies shows that publishers must constantly compete within daily newspapers market, as well as they need to take actions that will be the answer to substitute products,  especially television and the Internet. This leads to the blurring of the boundaries between the media - leading to their convergence. Media convergence forces press publishers strategies , not only in their development, but also to survive in a competitive market. It is appropriate in these circumstances making activities that will strengthen the position of the publishing market . The purpose of this publication is to analyze the aspect of the transformation of the press in the digital environment - the introduction of charges for the available content on the Internet , and an indication that this phenomenon also applies to the local newspaper market . Exemplification of the foregoing is Gazeta Wyborcz

Public regional media : between mission and the market

Media companies, in order to survive and develop on the market - need to be interested in creating positive relationships with recipients. In the period of digitalizing media - more and more diversification can be observed which may be important condition of success of media companies. However in the contrast to commercial broadcasters, public media shall do all the best and use all possible means (including new age marketing) in order to publish contents set in the mission of broadcasters. Presented in the article, studies have shown that the goodwill is created by a wide range of players in the chain of its value, and how important is the relationship between the supplier and customers, as this could result in customer loyalty to the brand - in this case, the regional public broadcaster. From the perspective of this publication are important research on public marketing assets of regional media and their use in the process of marketing communication