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
Most influential women in polish marketing and business
Arkadiusz Zbróg, IMM
Joanna Malinowska-Parzydło, Dagmara Pakulska, Natalia Hatalska, Anna Ledwoń-Blacha, Monika Smulewicz, and Dominika Bucholc. This is the top of the list of the most influential women in marketing and business, developed by the Widoczni agency in cooperation with the Institute for Media Monitoring (IMM).
Vulnerable to disinformation. Study of fake news in social media
KFi, azk/ bst/ amac/
As many as 58 percent of Generation Z individuals are unable to recognize fake news in social media. Among those over 65, this figure stands at 29 percent - according to a study published in Poland by NASK and the Praktycy.eu association.
Radio in Poland 2025. Analysis of listenership and listener behavior
Krzysztof Fiedorek
Radio attracts 17.3 million listeners in Poland every day, who spend over four hours with their receivers. Interestingly, as much as 86 percent of station time is listened to via traditional FM waves. Despite digitalization, the internet accounts for only 12.5 percent of the listenership share.
See articles on a similar topic:
Future of Public Media. Who Will Be Data Ethicists and VR Designers?
KFi
How does the future of work in media look? Here are professions that do not yet exist but will soon become essential. The report "Future Jobs at PSM: Competencies and Professions for the Media of Tomorrow," prepared by the European Broadcasting Union (EBU) and Rai Ufficio Studi, outlines key changes awaiting the public media sector in the coming years.
How the Media Talk (or Stay Silent) About Climate. Reuters Institute Report
Krzysztof Fiedorek
Although climate change is becoming increasingly noticeable worldwide, the media have failed to maintain growing interest in the topic. The report "Climate Change and News Audiences 2024" shows that audience engagement with climate topics has remained almost unchanged for several years.
Artificial intelligence in newsrooms. Three realities of the AI era in media
Krzysztof Fiedorek
According to a report by the European Broadcasting Union, many newsrooms already use AI but still do not fully trust it. Audiences do not want "robotic" news, and the technologies themselves though fast can be costly, unreliable, and surprisingly human in their mistakes.
Video Games Drive Europe. Record Number of Players in 2023
BARD
The video game market in Europe reached a value of €25.7 billion in 2023, marking a 5% increase compared to the previous year. Video Games Europe and the European Games Developer Federation released the report "All About Video Games – European Key Facts 2023".
