„Participants in the 'Is there a future for newspaper publishers?' discussion panel have come to the conclusion that editors must find a way to make money on the Internet. Poles don’t read enough and one needs to think about how to help the situation and what the future holds for the press, both in print and online,” said Paweł Lisicki, Editor-in-Chief of Rzeczpospolita. „In my opinion, the press will change, it will adapt to the new situation and stay in the market,” he continued.
„The printed press will not survive but editors will, provided they transfer to the new medium and are in a position to safeguard their intellectual property,” said Jakub Biedrzyński, Managing Director of Omnicom Media Group.
Waning income is also a problem for press editors. Biedrzyński claims that there is currently not much income from press advertisements and the situation will only get worse. More and more money from advertising budgets will go to social networking websites that offer targeted advertising.
Paid access to content on the Internet can be another source of income. „The key issue in this case is the power of a brand. Not many newspaper titles are strong enough for people to pay to read what they have to say on a given subject,” said Jan Cieński, Financial Times correspondent.
According to Martin Ehl, the Director of the foreign department at the Czech daily Hospodarske Noviny, it's its own reliable information that gives a newspaper its strength. „This is the currency of the press. Giving up to advertisers is like shooting yourself in the foot,” summarised Wiesław Podkański, President of the Press Editors Chamber.
