THE IMPACT OF DIGITIZATION ON ADVERTISING IN PRINT MEDIA

Monitored incomes from the sale of advertising space in print media have continuously declined since 2009, and despite a slight increase in 2013, the volume of sold advertising in newspapers and magazines significantly lags behind the advertising in the electronic media, especially in television. And it is despite the fact that several studies conducted on the effectiveness and efficiency of the so-called print advertising confirm that advertising in newspapers and magazines positively influences buying behavior of consumers. One of the causes of the low volume sales of advertising space in print media can be considered as decreasing marketability of newspapers and magazines and easier access to their online editions, which are for the reader in most cases free, respectively at low price compared to the annual pre-paid printed edition of the periodical. The paper analyzes the way of use of the advertising space in print media and its electronic editions on the market for mobile operators. It examines the attractiveness of advertising space in newspapers and magazines in comparison to their electronic version. The aim is to evaluate the impact of digitization on the use of advertising space in print media and evaluate the potential of advertising space in online editions of these media in terms of advertisers.