Summary

This study deals with the activities of the Publishing House of "Burda Polska" -a company, which as the first entered the Polish newspaper market after the RSW "Prasa-Książka-Ruch" was dissolved. The presidents of the company were Ryszard Lechkicki, Jarosław Zalewski, who was replaced in May 1999 by Krzysztof Kowalilo. The periodicals issued by "Burda - Polska" are not frequent, they are monthly, bimonthly, quarterly, semi-annual and annual. These papers were focused to meet women's interests and expectations. The content was devoted to fashion, and garments presented by the famous designers. At the same time, there were in house designs made available including detailed patterns of garments ready to be cut and self-made at home. Beside the sawing patterns, the paper contained various articles suggesting good ways to keep the housework and still be an elegant woman. Every issue contained a culinary section and pointers how to keep healthy and look well. The periodicals were divided into 7 groups: periodicals for women, handicrafts, garden and balcony, guides dealing with family life, culinary papers, and introduced after 1999, automobile and sports related papers. These were directed to the male segment of the market.