po polsku
illustration: bing.com/createInterest in industry press is shown not only by professionals seeking current knowledge but also by advertisers, for whom it is a well-targeted communication channel with potential clients. Industry titles ensure almost 100% certainty of reaching a full audience of professionals in a given industry, which is a unique characteristic of this category of media. It is an attractive marketing channel, especially for businesses offering B2B services and products.
Readers of industry press are not only people performing specific jobs; they are also individuals keenly interested in developing their skills and knowledge. Industry press is read thoroughly and intensely.
- 91% of readers claim they have read professional titles for 3 years or longer.
- A staggering 81% of people return to previously read issues of magazines at least two times or more.
- 70% of readers share the magazine with others. For respondents, it is an important, key, and primary source of information.
The dominant form of distribution is printed titles received directly at work or home. They serve as the main source of information for professionals. Reading industry magazines allows one to stay updated on professional topics; the knowledge gained from these publications encourages further information searches and discussions with acquaintances. As many as 93% of readers rate industry publications as high quality.
source: PBCMore than 40% of readers take further actions after reading advertisements - they search for additional information online, visit physical or online stores, want to try the product or service, and consider purchasing it.
When choosing products, readers of industry magazines primarily consider high quality; price, customer reviews, brand recognition, and innovation are also important factors in their decisions.
Research partners: Inżynier Budownictwa, Ogólnopolskie Pismo Rynku FMCG Hurt & Detal, Szef Kuchni Magazyn Branży Gastronomicznej, Top Agrar Polska, Tygodnik Poradnik Rolniczy, Wieści Rolnicze, Zawód: Architekt.
The research was conducted from May to June 2024 using an online questionnaire. It was carried out among readers of industry magazines and supplemented with data from the PBC Audit regarding the distribution forms of industry titles.
The detailed report on the conducted research can be found here: https://www.pbc.pl/czytelnictwo-pism-branzowych-2024/
COMMERCIAL BREAK
New articles in section Media industry
Who trusts articles written by artificial intelligence? Results of a study from China
Krzysztof Fiedorek
Young readers trust machines more than human writers. When they consume news, they prefer the cool objectivity of algorithms over human emotions. They believe that articles created by AI are objective. As they interact with these texts more frequently, they rarely notice any harmful biases in them.
Who really controls the news on the internet? A study from Spain
Krzysztof Fiedorek
Analysis of more than thirteen thousand articles reveals behind-the-scenes mechanisms of spanish digital media. Left-wing portals are responsible for 50.33 percent of texts on lobbying. The energy lobby generates 63.41 percent of publications. Only one daily newspaper evaluates pressure groups positively.
Children and artificial intelligence. The generation of a global experiment is growing
Joanna Sokołowska, UNICEF Polska
A UNICEF analysis based on new data from 10 countries shows that at least 20 million children have already used artificial intelligence (AI). Many of them are ahead of adults, adopting these technologies at a pace more than three times faster.
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?
YouTube vs. Television. The 50+ Generation Shifts to Computers
Krzysztof Fiedorek
For years, so-called "silvers" were primarily associated with traditional media like television. However, research by IQS for SilverTV and Lifetube shows that this view is outdated. The report’s findings clearly demonstrate that YouTube is becoming the new “television.”
Trust in social media. Youtube beats TikTok and X
Krzysztof Fiedorek
Do we really trust social media? A new study reveals major differences in how top platforms are rated. Trust goes where there's authenticity, not just algorithms. The role of people is growing while brand influence is fading.
Safari Surpasses Opera. A New Shift in the Browser Market in Poland
Krzysztof Fiedorek
In the summer of 2024, a historic event occurred in Poland's browser market. In July and August, Safari surpassed Opera on all devices for the first time. Data from the StatCounter report indicates that Apple's browser maintains a steady market share while Opera is gradually but noticeably losing ground.
