
A recent issue of Polish monthly Press, picked up at random, featured a respected cartoonist and satirist, Henryk Sawka. On the front page, his face was half split between a picture shot on the right and a sketch on the left, showing his glasses and his grayish hair covering his chin up to his head. Inside that December 2009 edition, the five page article devoted to the illustrator through an interview, showed staged portraits produced in a photo studio, making fun of his moustache for instance, and conveying his sense of humor and provocation.
The other sections of the 100-page magazine were less glossy, illustrated with archived and agency pictures, or graphs and charts on economic trends and statistics. The most glamorous photos came from ads featuring luxury products, banks, or the cities of Gdansk and Lodz. As to the texts, they were edited with a special concern for added value information, as reported by Polish language speakers and checked with a Google-translation of some of them.
Press follows the vibrant Polish media outlets, providing in-depth analyses, profiles or figures on readerships and audiences for example. It sells close to 6000 copies on average in this country of 37 million inhabitants, mostly in kiosks. It is therefore critical for its editors to present high profile media players on the cover page, and in a sophisticated way. In newsstands, the trade publication sometimes looks as attractive and glossy as many home and entertainment magazines.
In addition to print media, its historical base, Press covers the content and economic dimensions of broadcast and internet outlets, as well as public relations and advertising. It has been an authoritative source of information on Poland's media for nearly 15 years, even though some news executives complain off the record that like in many trade publications, the fire-wall between journalistic content and advertising is not always hermetic.
The monthly's specialization on journalism and communication is rare in central and eastern Europe. In Poland, another magazine called Brief, created 11 years ago, covers the industry more from a marketing perspective and the announcers' stand-point. In Hungary, Lapkiadás es Mediapac (which means "page edition and media market") was launched in 2004, and is sent for free to the local news and communication players; its owner also publishes trade magazines on distribution, on wine. In the Balkans, the South East Europe Media Organization releases a quarterly called De Scripto, produced with the University of Vienna. But its coverage is narrower, each edition being focused on a specific country. In Austria, Der Österreichische Journalist has been a reference for many years. Bimonthly magazine Edito, launched recently in Switzerland, is also a noteworthy initiative, as most of its constituency is the less than two million people strong French speaking community.
The Press project started in 1995, just a few years after Poland's switch from communism to democracy, and the first issue was released in February 1996. Andrzej Skworz, the editor-in-chief and founder, created the publishing house of the same name in his home town of Poznan. After running the regional newsroom of Gazeta Wyborcza in the previous years, he had created his own media consulting firm. As he was advising local newspapers, he realized that in his post-dictatorial country, people working in media and in advertising "needed to be informed and to share opinions about journalism standards."
Discussions on ethical issues and on the best practices were relatively new at that time. There was a willingness to scrutinize examples from abroad, as Skworz did for the concept of his new magazine. Press was initially inspired by two publications established since the 1970s and following the publishing industry in Italy and in the United States, Prima comunicazione and Folio respectively.
Since then, Press has in some ways outdone its western models, trying not to be dull like many B-to-B publications. The Polish magazine is also very demanding in text quality, as now many outlets write about media and its readers are very good targets for announcers. In Germany, the "Medienmagazin" Journalist, also a monthly, lags behind in terms of attractiveness and supply of facts on the industry. In France, quarterly Medias may appear to be close to Press in glossiness, but it informs from an abstract, social rather than professional perspective, tending to offer articles on general topics like press freedom or political pressure. It typically gives the voice to intellectuals whose main merit is to be well known, and who observe the media without necessarily being experts on them. Unlike Press, most articles are single-sourced and less is invested in the illustration of the leading story. In its spring 2009 issue, a few months before the piece on Henryk Sawka, Medias also devoted its cover to a high-profile political cartoonist, Plantu, who works for Le Monde. The interviews were comparable but the illustrations not. Medias' were less costly and creative, with monotonous drawings and pictures, and plain reproductions of Plantu's works.

Press employs about 50 people now, split between a Warsaw office housing the journalists and most of the advertising team, and the central office based about 300 kilometers west in Poznan, mostly for the administrative and marketing departments. Andrzej Skworz is known in the industry for flying his own plane - which can make his working days easier - but the publishing house is by no means a gold mine. He had to fight along the years in order to break even.
Skworz started the project with few funds, and asked several highly rated journalists - many of whom being contributors still - to help Press build its brand. They included former dissidents like Stefan Bratkowski, the president of the Society of Journalists closed in 1981 and reactivated after the collapse of communism. Or Leopold Unger, an international affairs specialist exiled many years in Belgium and working for Le Soir. His columns also appeared in The International Herald Tribune and Gazeta Wyborcza. The participation of Mariusz Ziomecki - another well known, exiled publicist who worked for a newspaper in Detroit during the 1980s - were also instrumental in bringing about seven partners to Press, advertisers and bankers in particular. The same for the younger Boguslaw Chrabota, a writer associated with Polsat television.
Press' founder also called his former Gazeta Wyborcza colleagues, who were reliable professionals and could speak a foreign language. Renata Gluza, now the monthly's chief editor running the Warsaw newsroom and directly in charge of the content, started contributing for the fourth issue. She was then a GW staff journalist in Krakow, Poland's second city, and Skworz asked her to go to Germany and prepare a cover story about the Frankfurter Allgemeine Zeitung. She joined Press in October 1997 full time, covering print and broadcast media in Poland and also foreign journalism in particular from German and English-language countries.
"At that time, Polish independent newspapers and stations were still workds in process," Skworz remembers. "We described the best European and American journalism practices, and explained how to be as good." The interest in foreign journalism has waned, however, as the gap between media in Poland and in western democracies has narrowed significantly.
As the trade magazine had to extend its revenue streams, it created the "Grand Press Award" in 1997, inspired by Columbia University's Pulitzer Price in the United States. It celebrates the best journalists of the country every year, during the biggest event in the industry. The publishing house also launched the "Grand Press Photo" awards in 2005, in association with the World Press Photo contest. It is organized in May and followed by the publication in September of a book showing the selected photos.
These activities beyond the trade magazine help nourish the publishing house's brand with money making special products. Since 2003 however, through Presserwis, a daily newsletter about media and advertising, the Skworz-Gluza duo has built another recognized brand which provides a more constant revenue stream. "I was against because it was not at the pace of our monthly, with which you cannot cover breaking news", Gluza says. "But Presserwis turned out to be a great idea because it preserves some freshness, with about 30-40 news items every day."
The electronic newsletter was initially offered free for a one month promotional period, which attracted paid subscribers. All the big media came, as for media player they also learnt about their own companies. The Agora group, owner of numerous media outlets including GW, which is dominant in Poland and controls as many niches as possible, was reluctant to join but did so after one year. "We try to provide value-added info rather than gossip. Real news, basic journalistic work, and no PR materials from companies, with no excuses for mistakes," says Gluza.
Of course, a paid e-newsletter does not bring much money. A banner in Presserwis brings a small fraction of the revenues you get in a full ad page in a monthly. But the advertisers usually buy one-month banner campaigns, which bring in as much as one page in Press. "Today our e-newsletter is not only a well known brand on the internet, but it brings to the Press company about one third of its income," adds Gluza.
"So far my greatest challenge was to create and run my own publishing house," Skworz concludes. "For the future, we have to establish Press in the digital era according to our motto, which is not only covering, but also putting the pressure on the media".