Strategie redakcji polskich dzienników i tygodników opinii w zakresie kształtowania oferty newsletterowej pod kątem preferencji pokoleniowych. Przyczynek do badań
Editorial Newsletter Strategies of Polish Dailies and Opinion Weeklies in Shaping Newsletter Offerings Based on Generational Preferences: A Contribution to Research

Summary/Abstract: Digital transformation and the resulting information overload among audiences haveprompted media organizations to gradually adapt their communication strategies toevolving patterns of content consumption. Editorial newsletters, as one element ofthis shift, have enabled press publishers to pursue various goals, including fosteringaudience loyalty and engagement, while at the same time providing recipientswith access to personalized and concise content. This paper presents the findings of a study conducted among the editorial teams of Polish national dailies and opinionweeklies that offer email newsletters. The study focused on the ways in which newsletterofferings are adapted to different media generations, with particular attentionpaid to editorial efforts to develop email bulletin formats that reflect generationalpreferences. The findings made it possible to identify the key strategies employedby editorial teams in addressing the diverse needs of their readers, as well as tooutline directions for the further development of newsletters as a medium tailoredto a multigenerational audience.

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