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
New generations and the end of traditional news. Reuters Institute report
Krzysztof Fiedorek
Traditional news media are losing touch with the youngest generation of audiences, who grew up in a digital environment. Young people aged 18 to 24 spend time online continuously and expect publishers to take a fresh approach to presenting reality, according to a report by the Reuters Institute.
TVs in Europe, the USA and China. What and how we watch on them
Paweł Sobczak
The Living Room Study shows significant differences in video content consumption across different regions of the world. This is the result of diverse media ecosystems shaped by decades of local broadcasting, channel availability, and strong cultural factors.
Cinema in the era of algorithms and AI
Arkadiusz Murenia
Will artificial intelligence kill the creativity of filmmakers? The most honest answer is: no, AI is unlikely to kill the creativity of filmmakers, but it will very clearly change the place where this creativity manifests itself and, above all, how.
See articles on a similar topic:
Mobile games in Poland. Market value and forecasts
Newseria, KFi
In 2030, the number of mobile game users in Poland may exceed 7.1 million, and market revenue will approach 470 million dollars, according to Statista data. As the number of gamers increases, the market for mobile gaming devices is also expanding.
Fake News and Disinformation in Poland. Scale, Impact and Future
Bartłomiej Dwornik
Where do the sources of disinformation lie, and how large is the scale of this wave? Why are we so susceptible to false information, and what role do traditional media play in this puzzle? Let’s shed some light on these issues and face the question: can the battle against the flood of disinformation still be won?
COVID-Skeptics in Media. Dentsu Agency Study
BARD
A significant presence of COVID-skepticism, which downplays the pandemic or focuses on conspiracy theories, accounts for approximately 8% of online content related to the coronavirus. The primary sources of knowledge about COVID-19 and the current situation are the internet, social media, television, and increasingly, family and friends.
The most valuable female personal brands in Polish fashion. IMM report
KFi
The ten most popular people in Poland in the "fashion" category generate over 1.5 billion contacts across all types of media in a year. Their value is nearly 400 million zlotys. The ranking was prepared by the Institute of Media Monitoring for "Forbes Women" magazine.
