@ARTICLE{Dąbrowska-Cendrowska_Olga_Bauer_2020,
 author={Dąbrowska-Cendrowska, Olga},
 volume={t. 23},
 number={No 4},
 journal={Rocznik Historii Prasy Polskiej},
 pages={75-92},
 howpublished={online},
 year={2020},
 publisher={Polska Akademia Nauk Oddział w Krakowie Komisja Prasoznawcza},
 publisher={Uniwersytet Pedagogiczny im. Komisji Edukacji Narodowej w Krakowie},
 abstract={Over the last three decades the German Bauer Media empire has systematically invested in the Polish media market. Due to a well-devised business strategy Bauer Media Group not only have built up a strong market position but continued to expand despite the global decline of the print industry. While successfully broadening its offer to new readers, the company managed to hold on to its key segments, i.e. women’s press, entertainment and TV magazines, teen and computer magazines. This article examines Bauer Media’s presence in Poland since 1991. It combines an outline history of its Polish operations with a close analysis of the company’s key market expansion decisions, quantitative transformations of its print offer and its response to the new, more digital and more social, media environment.},
 type={Artykuły / Articles},
 title={Bauer Media Group in the Polish media market, 1991–2019},
 URL={http://journals.pan.pl/Content/118099/PDF/2020-04-RHPP-04-Dabrowska-Cendrowska.pdf},
 doi={10.24425/rhpp.2020.135099},
 keywords={foreign media empires in Poland since 1989, Bauer Media Group, market strategies and practices, segmentation of the magazine-publishing market},
}