menu szukaj
Weekly Online Magazine
ISSN 2544-5839

new articles each monday
zamknij
Work In Media

5.02.2018 Media market

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.

Press readership levels are directly linked to Poles` financial resources. The "Luxury Loves the Press" report from Polish Readership Research indicates that as income increases, so does the number of press publications read.

  • 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%."

Press readershipsource: “Luxury Loves the Press,” Polish Readership Research 2017

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- "These findings challenge the outdated stereotype of the affluent as nouveau riche,” comments Prof.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."

advertisement

The report from Polish Readership Research also reveals another interesting insight: as wealth increases, television viewership declines, while press readership grows.

Press readership reachsource: “Luxury Loves the Press,” Polish Readership Research 2017

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.

Newspaper readershipsource: “Luxury Loves the Press,” Polish Readership Research 2017

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.

Weekly readershipsource: “Luxury Loves the Press,” Polish Readership Research 2017

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.

Monthly readershipsource: “Luxury Loves the Press,” Polish Readership Research 2017

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

Share the article:

dodaj na Facebook prześlij przez Messenger dodaj na Twitter dodaj na LinkedIn

COMMERCIAL BREAK

See articles on a similar topic:

Models of Journalistic Organizations

Zenon Kuczera
An overview, operational principles, and characteristics of journalistic organizations operating in Belgium, Canada, Switzerland, and the United States.

How Journalists Use Social Media

Bartłomiej Dwornik
Primarily, they seek inspiration from blogs and, less frequently, from Facebook. They rarely trust what they find, often approaching it with caution. Credibility does not necessarily correlate with attractiveness.

Reading Industry Magazines in Poland 2024: PBC Report

Sylwia Markowska
76% of readers of industry magazines are responsible for purchasing decisions in their workplace. To deepen the understanding of the role of industry press and how it is read, PBC surveyed 2051 respondents from 5 different sectors, gaining the latest insights into the reading habits of this segment of the press in Poland.

Radio Fanatics. Who Listens for One-Third of the Day?

Bartłomiej Dwornik
One in five listeners now spends over 8 hours daily listening to the radio, according to data from the Radio Track study. Since the beginning of the year, the number of these avid listeners has grown by 300,000.

Selfish Trap: A New Social Influence Technique

Krzysztof Fiedorek
Three psychologists from SWPS University have described a social influence method suggesting people are more willing to complete a task if it highlights a quality important to them, such as loyalty, intelligence, or rationality.

Milgram Experiment 2023. AI Can Encourage Violence

KrzysztoF
Researchers from SWPS University replicated the famous Milgram experiment, in which participants were instructed to inflict pain on another person under the authority’s command. This time, the authority was a robot. It’s the first study showing that people are willing to harm another person when a robot commands them to do so.

Influencers Earn Too Much. No Fluff Jobs Report

KrzysztoF
According to nearly 70% of Poles, influencers earn too much, and 54% feel the least affection for them out of all professions. Only politicians receive equally low regard among respondents surveyed by No Fluff Jobs. On the other hand, nurses and… farmers are considered underpaid.

More in the section: Media market

community

Facebook LinkedIn X Twitter Google RSS

Work in media

United States
New York • Washington DC • Los Angeles • Chicago • Houston • Phoenix • Philadelphia United Kingdom
London • Birmingham • Manchester • Liverpool • Glasgow • Edinburgh Canada
Toronto • Ottawa • Monstreal • Calgary Australia
Sydney • Melbourne • Brisbane • canberra Ireland, New Zealand, India

advertisement





Reporter shopping

Reporter shopping

Affordable laptops, notebooks and netbooks
Affordable laptops, notebooks and netbooks
for writing
Digital SLR and compact cameras
Digital SLR and compact cameras
for photographers
Books and e-books about media
Books and e-books about media
for reading
Video drones and flying cameras
Video drones and flying cameras
for pilots
Gimbals for stabilizing video
Gimbals for stabilizing video
for those on the move
Software and apps for creative work
Software and apps for creative work
for digital creators
More occasions

advertisement
Read books and e-books

Read books and e-books

Okładka Understanding Media: The Extensions of Man
Understanding Media: The Extensions of Man
Okładka Media Control. The Spectacular Achievements of Propaganda
Media Control. The Spectacular Achievements of Propaganda
Okładka The 40-Day Social Media Fast
The 40-Day Social Media Fast
Okładka Mass Communication: Living in a Media World
Mass Communication: Living in a Media World
Okładka Beyond The Feed: A Social Media Success Formula
Beyond The Feed: A Social Media Success Formula
Okładka Trust Me, I`m Lying: Confessions of a Media Manipulator
Trust Me, I`m Lying: Confessions of a Media Manipulator
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o24