Reading Industry Magazines in Poland 2024: PBC Report

The research focused on several areas: demographic profile analysis, reading methods and preferred formats of industry press, evaluation of the press, and consumer habits of readers.

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Interest 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: PBC

More 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/