Poland’s state-controlled oil company PKN Orlen will buy one of the biggest media publishers in Poland, Polska Press, from Germany's Verlagsgruppe Passau, for around $33 million, PKN Orlen announced on Friday.
According to Polish media, the deal has raised fears over media independence in Poland given that a state-owned company will now own 24 regional newspapers, 120 magazines and 500 websites in the country.
According to a November 2020 survey by Mediapanel Polska, Polska Press’ websites are read by 17.4 million users per month.
PKN Orlen confirmed that the customer database and transactions of Polska Press accounts for 60.07% of all internet users in Poland.
"This will enable the Orlen Group to develop new business models for improved geographical coverage. Creating internal databases is a key trend in the advertising market, but also in retail," it said.
PKN Orlen noted that incorporating a media company into its service portfolio would help the Orlen Group to significantly expand its advertising offer for external customers.
The company also cited the example of Walmart, one the world’s biggest retailers that has decided to bring sales capabilities in-house with a view to better managing the customer base and responding faster to customer needs.
By Murat Temizer