Quick overview of media landscape in Kraków

This year’s INMA Outlook conference will be held in Kraków, Poland. It is the media capital of Poland with great density of media companies. Google, IBM, CapGemini are just a few examples of big players who decided to invest in Kraków. The list can be expanded by many local companies that are important to the Polish media landscape. This all makes your participation in the INMA/OPA European conference a very good decision. Read more to learn the importance of Kraków on the media map.

Newspapers

Besides all the national Polish newspapers, there are 3 main local players competing in Kraków.

First is “Gazeta Wyborcza” (publisher: Agora), which despite the fact that it is a national newspaper, has many local editions. One of them is Kraków. “Gazeta Wyborcza” is distributed in Kraków at 30.500 copies (as in April, 2010). Two other competitors are regional titles: “Dziennik Polski” (publisher: Jagiellonia, 46.000 copies sold in April 2010) and “Polska Gazeta Krakowska” (publisher: Polskapresse, 32.000 copies sold). Those three newspapers also top the “most read”-list in Kraków (almost 16% of people living in the region of Krakow read “Polska Gazeta Krakowska, about 15% of them read both “Dziennik Polski” and “Gazeta Wyborcza”). Only “Fakt”, a tabloid national newspaper published by Axel Springer Polska, is more popular in terms of readership in Kraków (about 17% of people living in Kraków area read “Fakt”).

There are also two free newspapers distributed in Kraków: Metro (free daily published by Agora, daily distribution: 38.000 copies) and “Echo Miasta” (published by Polskapresse, 2 days a week; distribution: 15.000 copies on Mondays and 40.000 copies on Thursdays).

Radio

One of the most  popular national radio stations in Poland, RMF FM, has its headquarters in Kraków. According to Milward Brown SMG/KRC, radio RMF FM has a 25,5% market share. 9,8 million of Poles listen to this radio station on a daily basis. In 2007, RMF FM was named one of the strongest Polish brands.

RMF FM diversifies into four products with different target audiences. The most popular is RMF FM (adult cotemporary format with greatest hits from the past 30 years), next are RMF MAXXX (produced in the contemporary hit format, targeted to young inhabitants of large cities) and RMF Classic (with classical music). Last but not least, RMF Group has its internet platform: miastomuzyki.pl with more than 50 internet radio channels dedicated to different kinds of music).

Internet

Two of five most popular information services are published by companies based in Kraków: Onet and Interia.

Onet Group is the most popular publishing group operating in the new media area. Its activity is focused mainly on the internet market. It is the biggest multimedia company in Poland. Despite marketing  (advertisements, e-commerce, search engine ads) it searches the income elsewhere, in such areas as: paid content pages, mail and hosting services, auction and tel-com services). Since 2000, Onet has been the leader in terms of popularity and today it’s ranked as the no.1 web page among information portals (with 6,87 million users a month, and 38,77% monthly reach). Interia is ranked 4th in the same category with 3,55 million users a month and 20% monthly reach.

You will be able to learn more about the city of Kraków in September. INMA/OPA’s annual European conference will be organized in Kraków this year. With many interesting speakers and topics, the conference is a must-attend event this fall.

Entrance picture by stevesheriw from flickr.com.

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