
As declines in newspaper and magazine sales increase in favour of the instant gratification of free online content and RSS feeds, media organisations are facing increasing difficulties in appealing to the consumer. Despite the complexities of successful corporate social responsibility, its concurrent rise and almost universal acknowledgement as an important factor in consumer behaviour have led the two largest print media organisations in Poland to engage in a campaign that they hope will present their organisations as both a means of reliably reporting the news to its readers and as socially responsible enterprises.