po polsku
- 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%."
source: “Luxury Loves the Press,” Polish Readership Research 2017People 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- "These findings challenge the outdated stereotype of the affluent as nouveau riche,” comments Prof.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.
source: “Luxury Loves the Press,” Polish Readership Research 2017Affluent 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.
source: “Luxury Loves the Press,” Polish Readership Research 2017Among 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.
source: “Luxury Loves the Press,” Polish Readership Research 2017In 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.
source: “Luxury Loves the Press,” Polish Readership Research 2017The 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
Streaming platforms in Poland. What criteria determine the choice
Paweł Sobczak
Price, indicated by 54.2% of respondents, and subject matter (54% of indications) are the most important factors influencing users' choice of content on streaming services. The service brand is mentioned by 18.1% of those surveyed.
Yellow Badge. Jan Bluz's documentary on political prisoners in Belarus
BARD
Imagine writing three posts on a social networking site. For a few clicks on a keyboard, you get three years in a penal colony. Sounds like a grim joke? For political prisoners in Belarus, this is the reality that Jan Bluz shows in the documentary "Yellow Badge", produced with the support of the Pulitzer Center.
Advertising market 2025. Poland, Europe and the World
Marcin Grządka
The global advertising market is growing by 8.8% in 2025 and will reach a value of 1.14 trillion dollars. The industry result in Europe records slightly lower dynamics, at the level of 5.8%. In this comparison, Poland performs clearly above the average. We will record an increase of 8.9% this year and a value of 18.56 billion PLN - estimates WPP Media in the annual report "This Year Next Year".
See articles on a similar topic:
Social Media and Relationships. Interesting Research from Palestine
KFi
What does love look like in the digital age? Does technology bring people closer or push them apart? In an era where Facebook and Instagram replace dinner table conversations, social media has become a new space for marital relationships. Researchers from An-Najah National University examined how technology can build bonds but also sow uncertainty.
Trust in Public Media in Europe. Report by European Broadcasting Union
Krzysztof Fiedorek
Public media in Europe play a significant role in fostering trust and supporting democracy. The EBU 2024 report examines leaders, major challenges, and the impact of media on society. Polish, Hungarian, and Greek media, with results far below the average, face a crucial question: can trust be rebuilt?
Media in Poland 2022. How Poles Watch, Listen, Read, and Surf the Web
Krzysztof Fiedorek
Nearly two million Poles have access to a TV but do not watch television. For radio, the analogous group amounts to 8% of radio owners. Two-thirds of Poles reach for printed press, even occasionally, while the number of mobile internet users exceeds desktop users by nearly three million.
Women in media 2025. Editorial power knows no equality
KFi
Only 27% of editors-in-chief in the media are women, even though they make up 40% of journalists. In 9 out of 12 countries studied by the Reuters Institute, women in media are less likely to get promoted. It seems that equality in newsrooms is lagging behind broader society. And the gaps go much further.
