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The Warsaw Voice » Business » October 28, 2009
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Media Market to Grow
October 28, 2009   
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The global financial and economic crisis that started last year has caused a radical decline in spending on the media. The market for media buying (total spending on advertising) was worth zl.7.8 billion in 2008 and according to the latest data from ZenithOptimedia Polska company, the market will decline to zl.7.7 billion this year only to start recovering next year.

A chance for smaller players
"Now is the time to change media partners and replace them with more flexible ones in terms of prices and deadlines," says Dariusz Kowalski (pictured), CEO of Warsaw company Equinox, which provides media planning and buying services for companies in Poland and abroad. "Contrary to what forecasts say, the crisis is a situation where a small media house like ours can gain new customers and start competing for the budgets of large international corporations."

Despite the crisis, Equinox has doubled its revenues over the past two years, from zl.35 million to over 74 million, according to MMPolska data, and plans to follow up with zl.125 million in 2010. Equinox is also considering acquiring one of its competitors.

Without a doubt, the declining investment in the media in 2008 and 2009 has reduced the value of the entire market, prompting many companies to curb spending in order to be able to afford higher expenses on advertising in 2011, the year preceding the Euro 2012 soccer championships in Poland and Ukraine. According to Equinox experts, in 2011 spending on the media will begin to increase rapidly again.
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