he old medium anew. Press in the local communication

Abstract

Media communication at all levels is influenced by both socio-political, economic and technological factors. Local press is subject to them in the same way as other media, but due to their specificity (incl. being limited to small target group and at the same time more direct impact on recipients), it often must deal with additional factors that determine its existence. By analyzing selected examples of local publishing houses (case studies), and data from Polish Reading Research and organizations associating local publishers (desk research), the author tries to identify the most important changes taking place in media communication at the local level. Research confirms that the changes mainly affect channels of media communication. Printed press attracts less and less attention of recipients. Its past functions are taken over by the Internet. Until recently, the Internet was an addition to the traditional methods of communication on the local media market. Now it takes the audience from the press, radio and television and forces local broadcasters to look for a place for themselves in it.