Agora pulls out High Heels to target female readers
The Wysokie Obcasy (High Heels) insert debuted in last Saturday's issue of daily newspaper Gazeta Wyborcza, which Agora owns. The cover of the 64-page issue featured a black-and-white picture of Hillary Rodham Clinton, with an inside photo spread of the U.S.'s first lady by photographer Annie Leibovitz.
Despite a slightly patronizing title, the magazine claims to target young and middle-aged professional women living in urban areas, said Jarek Matuszewski, head of Gazeta Wyborcza's promotion department. "It's a magazine for intelligent, elegant women who are interested in the world," Matuszewski said.
According to market research firm SMG/KRC, women comprise almost half (2.1 million) of the 4.6 million Poles who say they read Wyborcza on a regular basis. According to SMG/KRC, 43% of women who earn z-. 1,600 a month or more also read Wyborcza.
"Ultimately our readers will be women who also read Wyborcza," he said. "That kind of defines the target reader here."
In addition to reaching a slightly different target audience than existing women's weeklies, Wysokie Obcasy also hopes to offer advertisers a new medium. Now, most advertisers must choose between pricey glossy monthlies or women's weeklies, which are not very popular among better-educated female readers.
The back page of the insert will go for z-. 46,500, while a full page inside will cost z-. 35,000.
Much of the magazine's effort now is being spent trying to sign up a stable of advertisers. To attract readers, Agora plans to spend z-. 2 million ($512,000) on an advertising campaign put together by Grey Warszawa. That campaign will begin airing this week on public Telewizja Polska (TVP), Polsat and tvn as well as Radio Zet and RMF FM radio stations.
"It will not only be about Wysokie Obcasy but also about other changes (to Wyborcza) connected with the debut," Matuszewski said.
Opening up the Saturday insert slot for Wysokie Obcasy forced Wyborcza to juggle some other inserts. The television magazine moved from its previous Saturday slot to Friday, which then pushed Friday's Magazyn Gazety Wyborczej back to the Thursday slot.
Soccer mania
Approximately 3 million Poles flipped on their sets, or settled into a bar, March 27 to watch England's Paul Scholes score his first, then second, and finally third goal against the Polish national team. England beat Poland 3-1 in a qualifying match for the "Euro 2000."
Approximately 170,000 people watched the game live on pay-television station Canal+ Polska, while the remaining had to wait a few hours to see the match on public TVP2.
Advertisers paid a hefty price for reaching that wide, 3 million audience - which represented 7.9% of Poland's total population.
According to media surveyor AGB Polska, advertisers paid a total of z-. 1.7 million ($436,000) for spots that appeared before, during and after the game. Brewery Lech Browary Wielkopolskie, which under the law is only able to advertise its non-alcoholic products, was the biggest spender with z-. 241,500, followed by digital television platform Cyfra+ and cosmetics maker Coty with z-. 161,000 and z-. 147,100 respectively.
Biggest hit
Six weeks after its release, Polish-made cinema epic "Fire and Sword" ("Ogniem i mieczem") has become the country's biggest box office hit with almost 4.28 million people spending a total of z-. 63.7 million ($16.17 million) to see the film so far, according to the movie's distributor, Syrena Entertainment Group.
New offerings
Digital platforms Wizja TV and Cyfra+ will expand their programming this spring. Last Tuesday, Wizja began beaming two new channels, movie station Le Cinema and showbiz station E! Wizja's digital competitor, Cyfra+, will launch two new channels in mid-April. The additions are Minimax, which has cartoons and other programming for kids, as well as Ale Kino, which will show 22 hours of Polish movies per day.
New faces
Advertising agency Leo Burnett's Warsaw office said goodbye to Jonathan Hoffman, who is going to be senior vice president and creative director of Leo Burnett in the United States after spending two years as creative director in Warsaw. His spot will be split among two people: local talent Darek Zatorski, who previously worked under Hoffman as associate creative director, and Kerry Keenan, who hails from the United States. Keenan comes to Warsaw with eight years' experience in advertising, first with BBDO in New York and later at Leo Burnett in the United States.
Despite a slightly patronizing title, the magazine claims to target young and middle-aged professional women living in urban areas, said Jarek Matuszewski, head of Gazeta Wyborcza's promotion department. "It's a magazine for intelligent, elegant women who are interested in the world," Matuszewski said.
According to market research firm SMG/KRC, women comprise almost half (2.1 million) of the 4.6 million Poles who say they read Wyborcza on a regular basis. According to SMG/KRC, 43% of women who earn z-. 1,600 a month or more also read Wyborcza.
"Ultimately our readers will be women who also read Wyborcza," he said. "That kind of defines the target reader here."
In addition to reaching a slightly different target audience than existing women's weeklies, Wysokie Obcasy also hopes to offer advertisers a new medium. Now, most advertisers must choose between pricey glossy monthlies or women's weeklies, which are not very popular among better-educated female readers.
The back page of the insert will go for z-. 46,500, while a full page inside will cost z-. 35,000.
Much of the magazine's effort now is being spent trying to sign up a stable of advertisers. To attract readers, Agora plans to spend z-. 2 million ($512,000) on an advertising campaign put together by Grey Warszawa. That campaign will begin airing this week on public Telewizja Polska (TVP), Polsat and tvn as well as Radio Zet and RMF FM radio stations.
"It will not only be about Wysokie Obcasy but also about other changes (to Wyborcza) connected with the debut," Matuszewski said.
Opening up the Saturday insert slot for Wysokie Obcasy forced Wyborcza to juggle some other inserts. The television magazine moved from its previous Saturday slot to Friday, which then pushed Friday's Magazyn Gazety Wyborczej back to the Thursday slot.
Soccer mania
Approximately 3 million Poles flipped on their sets, or settled into a bar, March 27 to watch England's Paul Scholes score his first, then second, and finally third goal against the Polish national team. England beat Poland 3-1 in a qualifying match for the "Euro 2000."
Approximately 170,000 people watched the game live on pay-television station Canal+ Polska, while the remaining had to wait a few hours to see the match on public TVP2.
Advertisers paid a hefty price for reaching that wide, 3 million audience - which represented 7.9% of Poland's total population.
According to media surveyor AGB Polska, advertisers paid a total of z-. 1.7 million ($436,000) for spots that appeared before, during and after the game. Brewery Lech Browary Wielkopolskie, which under the law is only able to advertise its non-alcoholic products, was the biggest spender with z-. 241,500, followed by digital television platform Cyfra+ and cosmetics maker Coty with z-. 161,000 and z-. 147,100 respectively.
Biggest hit
Six weeks after its release, Polish-made cinema epic "Fire and Sword" ("Ogniem i mieczem") has become the country's biggest box office hit with almost 4.28 million people spending a total of z-. 63.7 million ($16.17 million) to see the film so far, according to the movie's distributor, Syrena Entertainment Group.
New offerings
Digital platforms Wizja TV and Cyfra+ will expand their programming this spring. Last Tuesday, Wizja began beaming two new channels, movie station Le Cinema and showbiz station E! Wizja's digital competitor, Cyfra+, will launch two new channels in mid-April. The additions are Minimax, which has cartoons and other programming for kids, as well as Ale Kino, which will show 22 hours of Polish movies per day.
New faces
Advertising agency Leo Burnett's Warsaw office said goodbye to Jonathan Hoffman, who is going to be senior vice president and creative director of Leo Burnett in the United States after spending two years as creative director in Warsaw. His spot will be split among two people: local talent Darek Zatorski, who previously worked under Hoffman as associate creative director, and Kerry Keenan, who hails from the United States. Keenan comes to Warsaw with eight years' experience in advertising, first with BBDO in New York and later at Leo Burnett in the United States.
