5.02.2018 Media industry
Press Readership in Poland. The Wealthy Read Ten Times More Often
BARD
Wealthy individuals in Poland read newspapers and magazines up to ten times more frequently than the average Pole, according to a report by Polish Readership Research. They mainly read monthly magazines and dedicate about an hour per day to reading. Only 18% of people in this group do not read any press at all.
Poczytaj artykuł- 37% of people with incomes over 5,000 PLN who buy luxury goods read at least ten press titles.
- Another 30% in this group regularly read between four and nine titles.
- "Reading the press is an aspect of cultural capital, which is inherently linked to wealthy individuals or those with incomes over 5,000 PLN," says Waldemar Izdebski, president of Polish Readership Research, to Newseria Biznes. - "While the readership rate for certain press titles may be 6-7% across the country, in this group, it reaches 10-15%."

People with incomes over 5,000 PLN are classified as affluent, with 80% of them purchasing luxury brands. This represents 4.7% of the Polish population aged 18-59, or about 1.05 million people. Additionally, 290,000 Poles earn over 14,000 PLN monthly and are considered wealthy.
- In the affluent group, 45% read the press for at least an hour daily, while in the wealthy group, this figure rises to 54%.
- Over two-thirds of affluent readers choose monthly magazines, compared to 44% of the general Polish population (average issue readership rate).
- A third of those with incomes above 5,000 PLN read daily newspapers, while the national average is 15%.
- "These findings challenge the outdated stereotype of the affluent as nouveau riche,” comments Prof. Dominika Maison from the University of Warsaw, president of Maison & Partners, in a statement to Newseria Biznes. - "The wealthy in Poland are increasingly becoming an elite: well-educated individuals who often achieved their position through knowledge, professionalism, and competence. They travel more frequently than most Poles and are regular readers of both opinion-forming and lifestyle press."
The report from Polish Readership Research also reveals another interesting insight: as wealth increases, television viewership declines, while press readership grows.

Affluent and wealthy readers enjoy a wide range of press titles. Research by PBC disproves stereotypes suggesting that popular press primarily targets low-income groups.
- "The press, regardless of its theme, is aimed at both the middle and upper classes. This includes economic publications, opinion weeklies, exclusive monthlies, as well as more popular titles like computer or automotive magazines," explains Waldemar Izdebski. - "It’s not that the upper class rejects certain titles, but rather they read them less regularly."
What Wealthy Poles Read
Readership of major press titles is several times higher among people with incomes over 5,000 PLN compared to the general Polish population. The most popular newspaper among both men and women is Gazeta Wyborcza, with readership among affluent individuals being three and a half times higher than the overall market reach.

Among weeklies, Newsweek holds the top spot for affluent Poles, slightly ahead of Tele Tydzień. Among affluent women, the ranking is reversed. Weeklies are the only group where the most popular titles among affluent readers have lower readership rates than the general market, particularly among affluent women who read Tele Tydzień, Życie na gorąco, and Chwila dla Ciebie.

In the monthly magazine category, the average readership rate for a single issue among those earning over 5,000 PLN ranges from 8-15%. Men prefer Komputer Świat, National Geographic, and Murator. Among women, the most popular titles are Twój Styl, Skarb, and again, National Geographic.

The precise targeting of readership and press titles can be an effective tool for planning luxury brand campaigns, highlight the authors of the PBC report. Determining a title’s reach is essential.
The full “Luxury Loves the Press” report is available on the PBC website: https://www.pbc.pl
COMMERCIAL BREAK
New articles in section Media industry
Clickbait Uncovered. How Online Headlines Evolved Over 25 Years
Krzysztof Fiedorek
Researchers from the Max Planck Institute analyzed 40 million headlines from the past 25 years. They are getting longer, more emotional, and negative, with a clear influence of clickbait style. Even reputable media use strategies and tricks to grab attention.
Gen Z Will Force Brands to Tell the Truth. GWI Report and Forecasts
Krzysztof Fiedorek
They value authenticity and brand transparency, preferring socially engaged companies. Young people see technology as a tool for growth, not just entertainment. In relationships, they prioritize genuine connections despite being highly active online. What do we know about Gen Z, and what does this mean for marketing? And beyond.
Deepfake Blurs Truth and Falsehood. Human Perception Research
KFi
Studies indicate that only 60% of deepfake images can be correctly identified by humans. As AI begins to dominate content production, the problem of differentiation fatigue grows – users lose confidence in assessing the authenticity of information and fall into cynicism.
See articles on a similar topic:
Radio Listenership in Poland 2024: Demographics, Trends, and Statistics
Krzysztof Fiedorek
Why do millions of Poles still choose radio? What drives RMF FM's dominance and Eska's surprising results? The latest "Audio Track" report from the National Media Institute reveals listenership data, demographics, and evolving trends. How does the digital revolution affect traditional stations?
E-commerce Forecasts in Poland. Trends for 2024 and Beyond
Krzysztof Fiedorek
In 2024, e-commerce in Poland is reaching new heights, with an increasing number of consumers regularly shopping online. The report "E-shopping Habits of Poles 2024," prepared by SAMOSEO analysts, analyzes current trends and forecasts the industry's near future.
Read digital newspapers and magazines in PDF, EPUB and MOBI [LINK]
AUTOPROMOCJA Reporterzy.info
The most popular daily, weekly, biweekly and monthly magazines in electronic PDF, EPUB and MOBI formats. For reading on a computer, smartphone and e-reader. The latest issues, archive issues and subscriptions are just a few clicks away. Visit our Reporterzy.info Store
Disinformation 2024. Major Threats According to the Global Risk Report
KrzysztoF
In 2024, the world will face several global threats, including disinformation, climate change, and armed conflicts. These three challenges will have a significant impact on the economy, society, and the environment. These findings come from the "Global Risks Report" by the World Economic Forum.