Following the political, economic, and social transformations after 1989, the Polish press market experienced significant changes. The collapse of the communist regime opened the door to media pluralism and press freedom, leading to the emergence of new publications and a dynamic expansion of the newspaper and magazine sectors. Privatization processes and the growing influence of private investors facilitated the restructuring of the press market, introducing new business models and aligning with global media trends. In subsequent decades, the rise of the internet and digital media further influenced industry’s evolution, presenting challenges such as readers migrating to online platforms, declining print circulation, and the need to adapt offerings to meet the changing demands of the audience.
As Zbigniew Bajka noted, “Poland entered the 1990s with state-owned media under political control. From mid-1989 onwards, the Polish media market underwent the most extensive and profound changes since World War II” (Bajka, 2004, p. 84). After 1989, the Polish press market witnessed the emergence of new daily newspapers at both national and regional levels, with the first one, Gazeta Wyborcza, being a prominent example. Established newspapers underwent significant structural transformations to align with the demands of a free-market economy.
Researchers analyzing the evolution of the Polish press market have identified Gazeta Wyborcza (low parallelism) and Rzeczpospolita (independent) as the leading national daily newspapers dominating quality journalism (Filas, 2005, Dąbrowska-Cendrowska, 2021).
The success of the centrist-liberal Gazeta Wyborcza can be attributed to its early market entry in May 1989, its ability to leverage social capital and public support, the recruitment of journalists from opposition circles, a high initial circulation, and an innovative format that included local and thematic supplements (Filas, 2020). These factors secured their status as an opinion-forming newspaper widely read across different social groups (Dobek-Ostrowska, 2019, 2020). Regarding the Citizen Platform (PO) (Centre-liberal), the party in power since 2023, the journal did not present a clear-cut stance. In the parliamentary campaign of 2007, its criticism of the party was more moderate and its image more favourable than that of Law and Justice (PiS) (conservative). ‘Gazeta’ did not, however, endorse Citizen Platform and its leader Donald Tusk – although its leader and grouping were criticized less frequently and less intensively than PiS and its leaders Kaczynski brothers. The editorial team’s moderate sympathy was manifested in its attitude towards the leftist parties and their leaders, although it was clear that this grouping would not win the elections, the editors believed that this party’s rule would be better for Poland. The attitude towards these political formations confirmed Wyborcza’s left-wing inclinations but was also an expression of a major change of attitude that had taken place after almost twenty years. It signified a withdrawal from the hostility presented over the years towards groupings rooted in the People’s Republic of Poland and was an expression of the editorial board’s support for social democratic ideology.
Another key title was the conservative-liberal Rzeczpospolita. Rzeczpospolita was established in 1944 and is the longest-running national daily newspaper. As a result of the political transformation in 1989, it ceased to be a government newspaper and became independent. For many years, the journal was known for its objectivity and political impartiality, even though 49 percent of the newspaper’s publishing company was owned by the State Treasury. From 1996 to mid-2006, its majority shareholder was the Norwegian company Orkla Media Press, followed by Mecom and then Gremi Media. In 2011, the ownership structure of the daily changed. It was fully purchased by the Gremi Media company owned by Grzegorz Hajdarowicz, thus becoming the sole owner. From 2023, a majority shareholding in Gremi Media is held by the Dutch company Pluralis. After 1989, Rzeczpospolita gained prominence in Polish public life, earning recognition for its comprehensive news coverage, balanced commentary, and in-depth journalism. In the early 21st century, it became increasingly engaged in investigative journalism, which, according to analysts, weakened its reputation as a serious and objective publication. In 2006, the editorial policy of the daily changed from neutrality to politically biased. The journalists of the daily supported Law and Justice during the period of the party’s rule (2005-2007). As Dobek-Ostrowska (2020) points out, we can also speak of open and hidden political bias and propaganda bias, clearly expressed in the following campaigns: parliamentary – 2007 and presidential – 2010. Following the purchase of the entire daily by Gremi Media, the objectivity, independence, and autonomy of the daily increased. The authors avoid tabloidization of content and strive for political impartiality.
In the present day, daily newspapers are required to function in the digital realm, as demonstrated by Gazeta Wyborcza and Rzeczpospolita, which offer both print and digital editions (Dzierżyńska-Mielczarek. 2018). These publications have also introduced paid subscriptions and news portals built around their established brands (Filas, 2012).
References
Bajka, Z. (2004). Rynek mediów w Polsce. In: Z. Bauer, E. Chudziński (ed), Dziennikarstwo i świat mediów (pp. 83-101). Universitas.
Dąbrowska-Cendrowska, O. (2021). Sylwetki polityczek i polityków na łamach „Wysokich Obcasów Ekstra”(2010‐2019). Media i Społeczeństwo, 15(2), 169-183.
Dobek-Ostrowska B.(2020)., Nagłośnienie polityki w polskiej prasie opiniotwórczej. In: Od modernizacji do mediosfery. Meandry transformacji w komunikowaniu. Agnieszka Cieślik, Paweł Płaneta(ed.) Kraków.p. 211-227.
Dobek-Ostrowska, B. (2019). Polish media system in a comparative perspective: Media in politics, politics in media. Peter Lang International Academic Publishers.
Dzierżyńska-Mielczarek J. (2018). Rynek mediów w Polsce. Zmiany pod wpływem nowych technologii cyfrowych. Aspra.
Filas, R. (2020). Co się stało z prasą drukowaną w Polsce? Bilans ostatniej dekady (2010-2019), Journalism Research Review Quarterly. 4, p.49-82.