New mag hopes to find spot in a man's publishing world
"We will offer a brand new product," said Piotr Gontowski, editor-in-chief of the new magazine. It hopes to attract the "regular guy on the street," preferably between 25 and 40 and professionally active.
But this mag isn't going to be an all-boys club.
"We want women to peep into our magazine the way men do in the case of women's magazines," Gontowski said.
The monthly will concentrate on a range of issues ranging from skin care to Viagra pills and will not feature naked women. It will also stay away from heavy political stories. Instead it will focus on romantic partnerships and sex, professional life and careers, health, sports and recreation.
Its competition will be Playboy and Gentleman. But "we're not concentrating on celebrities' lives like Gentleman does," said Gontowski. "In reality, it's still a completely unconquered market and we're sure we will find readers."
The publisher believes the market can swallow approximately 150,000 copies of the first issue. The print run could go up if CKM proves it can pull in more readers.
The magazine hopes to attract an audience by using well-known Polish writers and is looking to make a name for itself as a quality read. The magazine will be printed on high quality paper and the first issue will run 140 pages. It will be priced between zl. 4.90 - zl. 5.50.
Who's engaged?
For those wondering about the attitudes of Central European residents, Leo Burnett advertising agency recently released a report digging into the behavioral and motivational patterns of consumers in former Soviet bloc countries. The report, "Changing Times - the Coming Spring in Central & Eastern Europe," was prepared on the basis of more than 12,000 interviews conducted in nine countries in the region: Poland, Hungary, the Czech Republic, Russia, Slovakia, Romania, Germany, Ukraine and Estonia.
"This is the first and only study to explore the mindset of consumers in these burgeoning markets as more brand options are presented to them," said Reiner Erfert, deputy chairman of Burnett's European, Middle East and African region.
"Marketers have an opportunity to create brand franchises and reinforce loyal behavior, and the winners will be those who understand what motivates the population, because that understanding is the leverage to influence behavior," said Josh McQueen, Burnett's deputy executive president.
According to the agency, the CEE region has a potential 355 million consumers who the agency decided to group into three mindsets: optimists, engageds and defeatists.
The most attractive to advertisers and marketers are the engaged, the research said.
"The engaged consumer will be most pivotal to marketers," said McQueen. "They are the most actively involved in the economic changes, the most likely to take on a second job to earn more income, are eager to learn new skills that will give them greater earning power and nearly 80% of them are saving for the future."
The group is also characterized by the fact that almost half of its members have taken a second job, 60% are learning a foreign language, and nearly 50% own a computer.
The largest percentage of the engaged was reported in the Czech Republic (33%), Slovakia (33%) and Hungary (28%).
In Poland, the portion of the populations that fell into the engaged category was 22%. There were an equal amount of people here who fell in the optimists category.
According to the study, optimists are driven to maximize potential and make a visible mark by expressing individuality and achieving success. Optimists possess a strong desire to believe and will make the best of any situation, as well as having a clear need to be happy and enjoy life, the research said.
But those characteristics make Poles turn away from traditional media due to a perceived low-entertainment value, creating a splendid opportunity for advertisers and marketers to use less traditional forms of advertising such as movie theaters, night clubs and outdoor events, Leo Burnett said.
Those drives were mirrored in the values Poles said they treasure most: indulgence, independence, adventure and inspiration.
No more violence
Almost a third of Poles would welcome a total ban on broadcasting violent movies, found a recent survey published by SMG/KRC Poland Media market research company. Not surprisingly, only 0.5% of the respondents said they would definitely favor more violence on TV.
A fifth of the respondents said they like to watch violent movies because these films show them how to react to violence, while almost 18% said they relax when watching violent movies, because it's not difficult to follow the plot. The same percentage said they feel like better human beings when they're watching violent scenes.
The viewers who were most critical about TV violence were people who thought their financial situation was good (45.9%), those living in large cities (44.2%) and women (38.9%).
But this mag isn't going to be an all-boys club.
"We want women to peep into our magazine the way men do in the case of women's magazines," Gontowski said.
The monthly will concentrate on a range of issues ranging from skin care to Viagra pills and will not feature naked women. It will also stay away from heavy political stories. Instead it will focus on romantic partnerships and sex, professional life and careers, health, sports and recreation.
Its competition will be Playboy and Gentleman. But "we're not concentrating on celebrities' lives like Gentleman does," said Gontowski. "In reality, it's still a completely unconquered market and we're sure we will find readers."
The publisher believes the market can swallow approximately 150,000 copies of the first issue. The print run could go up if CKM proves it can pull in more readers.
The magazine hopes to attract an audience by using well-known Polish writers and is looking to make a name for itself as a quality read. The magazine will be printed on high quality paper and the first issue will run 140 pages. It will be priced between zl. 4.90 - zl. 5.50.
Who's engaged?
For those wondering about the attitudes of Central European residents, Leo Burnett advertising agency recently released a report digging into the behavioral and motivational patterns of consumers in former Soviet bloc countries. The report, "Changing Times - the Coming Spring in Central & Eastern Europe," was prepared on the basis of more than 12,000 interviews conducted in nine countries in the region: Poland, Hungary, the Czech Republic, Russia, Slovakia, Romania, Germany, Ukraine and Estonia.
"This is the first and only study to explore the mindset of consumers in these burgeoning markets as more brand options are presented to them," said Reiner Erfert, deputy chairman of Burnett's European, Middle East and African region.
"Marketers have an opportunity to create brand franchises and reinforce loyal behavior, and the winners will be those who understand what motivates the population, because that understanding is the leverage to influence behavior," said Josh McQueen, Burnett's deputy executive president.
According to the agency, the CEE region has a potential 355 million consumers who the agency decided to group into three mindsets: optimists, engageds and defeatists.
The most attractive to advertisers and marketers are the engaged, the research said.
"The engaged consumer will be most pivotal to marketers," said McQueen. "They are the most actively involved in the economic changes, the most likely to take on a second job to earn more income, are eager to learn new skills that will give them greater earning power and nearly 80% of them are saving for the future."
The group is also characterized by the fact that almost half of its members have taken a second job, 60% are learning a foreign language, and nearly 50% own a computer.
The largest percentage of the engaged was reported in the Czech Republic (33%), Slovakia (33%) and Hungary (28%).
In Poland, the portion of the populations that fell into the engaged category was 22%. There were an equal amount of people here who fell in the optimists category.
According to the study, optimists are driven to maximize potential and make a visible mark by expressing individuality and achieving success. Optimists possess a strong desire to believe and will make the best of any situation, as well as having a clear need to be happy and enjoy life, the research said.
But those characteristics make Poles turn away from traditional media due to a perceived low-entertainment value, creating a splendid opportunity for advertisers and marketers to use less traditional forms of advertising such as movie theaters, night clubs and outdoor events, Leo Burnett said.
Those drives were mirrored in the values Poles said they treasure most: indulgence, independence, adventure and inspiration.
No more violence
Almost a third of Poles would welcome a total ban on broadcasting violent movies, found a recent survey published by SMG/KRC Poland Media market research company. Not surprisingly, only 0.5% of the respondents said they would definitely favor more violence on TV.
A fifth of the respondents said they like to watch violent movies because these films show them how to react to violence, while almost 18% said they relax when watching violent movies, because it's not difficult to follow the plot. The same percentage said they feel like better human beings when they're watching violent scenes.
The viewers who were most critical about TV violence were people who thought their financial situation was good (45.9%), those living in large cities (44.2%) and women (38.9%).
