The crisis of the traditional press appears to be an
exacerbating problem that is registered time and again in recent
years by the media researchers. The readers shit to on-line
editions and as a consequence the advertisement income of
newspapers and magazines is declining. Reading the print press is
gradually becoming an elitist exercise of a small fraction of media
consumers. For young audiences it even looks archaic due to the
lack of habits in communicating with the traditional press.
Key words: reading newspapers and
magazines; traditional press; print press; reading
audience.