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The Warsaw Voice » Society » February 23, 2010
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Equinox: Star Rising
February 23, 2010   
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The Equinox media house which specializes in planning and buying media space for Polish and international companies has taken the lead among independent media houses in Poland. Despite the economic downturn, Equinox managed to double its revenue last year, mainly thanks to digital channels.

The economic crisis that started in 2008 caused radical cuts in spending on advertising and caused the entire market to shrink. The declining spending on media advertising in 2008 and 2009 and the shrinking market prompted many companies to cut expenses so they could increase their advertising budgets in 2011, the year leading up to the Euro 2012 European soccer championships in Poland and Ukraine.

"In spite of the forecasts, a small media house can use the economic crisis an as an asset," said Dariusz Kowalski, the president of Equinox. "Customers keep searching for more efficient solutions, which smaller, independent media houses can offer them."

The financial performance of Equinox confirms the growing interest in services provided by independent media houses. Over the past two years alone, Equinox has doubled its revenue from zl.35 million to over zl.74 million (MMPolska data). The company estimates that in 2009, its revenues grew to over zl.160 million.

Alongside media houses that are part of larger networks, Poland has independent businesses that employ new and attractive marketing channels such as digital media. According to PricewaterhouseCoopers analysts, the current economic downturn has triggered a growing interest in digital marketing channels among both content providers and consumers. "An independent media house like Equinox can achieve a lot in this sector," said Kowalski.

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