Magazine article Marketing

Media Analysis: Poles Apart?

Magazine article Marketing

Media Analysis: Poles Apart?

Article excerpt

UK media-owners are ignoring a potentially lucrative niche: the Polish audience.

This week's UK launch of Polish newspaper Fakt demonstrates that the country's 750,000-strong community on these shores has become a well-established presence that is growing both in affluence and spending power - and that is, perhaps, neglected by traditional media owners.

Fakt joins several other Polish-owned media groups in operation here, such as Fortis Media, which runs newspapers, magazines, a TV channel, websites and events, that have realised the potential of this market and have successfully attracted UK advertisers. Innovation by the established UK media companies has appeared painfully slow by comparison.

Earlier this year, News International became an exception when it published six issues of the Polski Sun, a Polish version of The Sun, to coincide with the country's football team's participation in Euro 2008.

The Sun's managing editor, Graham Dudman, admits that while it was a success and reached new audiences, there are no plans to launch more titles aimed at the Polish community. 'The Polski Sun was a reaction to Euro 2008. For many, it was an introduction to The Sun, and we know a large number have continued to buy us since,' he says. However, he adds: 'With several players in the market already who offer specialised content, I'm not sure of the ongoing need.'

Dudman's view appears to echo the prevailing attitude of UK media-owners, allowing a potentially big source of revenue to pass them by.

It is clear the Polish community presents a significant opportunity - it is now the biggest foreign national group in the UK. Izabela Zajaczkowska, sales manager at Fortis Media, believes the strength of titles such as Polish Express and Panorama have made it difficult for UK media-owners to crack the market.

This has forced advertisers who want to target Polish consumers to turn to the Polish groups who run their own magazines, websites and radio stations. Axel Springer, which owns Fakt, confirms that several brands from sectors including telecoms and insurance have expressed an interest in advertising in the UK title.

Financial institutions in the UK already advertise in Polish-owned publications, but have little choice if they want to target this audience. A spokeswoman for Lloyds TSB confirms that, for this purpose, the bank advertises only in Polish-owned titles - clear evidence that the mainstream media has not done enough to persuade brands that they are targeting such communities. …

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