‘Gazeta’ readership reach slightly deteriorated in June in comparison with May, while ‘Dziennik’ readership improved, according to PBC statistic. The percentage of population that had read ‘Gazeta’ during a week dropped from 21.4% to 18.8%, while that for ‘Dziennik’ grew from 6.8% to 7.8%. PBC also reported its findings on the newspaper readership profiles of individual titles, pointing out that the profiles for ‘Gazeta’ and ‘Dziennik’ readers are similar, consisting of educated city dwellers mostly, but also noticing that ‘Dziennik’ readers tend to be older.
Our view: We would expect a negative market reaction the news, showing that improvement to ‘Gazeta’ readership in May to the highest level on the market, higher even than that of ‘Fakt’, has not been sustained. On the other hand, the data on ‘Gazeta’ and ‘Dziennik’ readership profiles suggests that ‘Dziennik’ readers are more loyal, but slightly less attractive to advertisements buyers, compared with those of ‘Gazeta, which together with the gap in readership reach of the two tiles (19.4% vs. 7.8%) indicate to a stronger power ratio for Agora’s newspaper going forward.