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The Polish Book Market 2018 // the Polish Book Market 2017

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The Polish Book Market 2018 // the Polish Book Market 2017 The Polish Book Market 2018 // The Polish Book Market 2017 General Information he Polish book market accounts for almost 3 At the same time, many internal market factors are per cent of the European publishing market, limiting this growth potential. The most critical of T while Poland’s population accounts for 7.5 per these include: over-exploitation of the sale price of cent of the total population of the European Union. books to the end user as a basic tool for promotion and marketing, unequal commercial margins and At the end of 2017, in the ISBN database maintained sales wars between individual distribution channels, by the National Library, there were almost 42,000 and also the low profitability of entities in the retail publishers registered in Poland, though not more sector resulting from the aforementioned policy. than 2,000-2,500 of them are active (publishing several books in the course of the year). However, the market is still highly concentrated. A group of almost 300 entities holds almost 97 per There are many factors to imply that the extremely cent of it. Approximately 600-700 firms publish more demanding creative sector represented by the Polish than ten books per annum. According to estimates book market has significant potential for growth, produced by Biblioteka Analiz, approximately 250 including a relatively low level of readership, the firms achieved a turnover of or above 1 mln zlotys strong role of prices as a basic tool for competition (€ 234,700), and approximately 120-130 achieved among the individual segments of the market, a turnover exceeding 2 mln zlotys (€ 469,500) in consistent growth in activity by institutional 2017. Most of the other registered publishers have programmes, and financial contributions from the only issued a very limited number of books and do state budget for the development of readership and not take part in the publishing market. in support of the publishing sector. Market share in 2017 (by size of publishing firm) Number Sales income Market in group within group € mln share in % in zloty mln Large publishers annual income > € 4 million 40 1635 309.7 72.7 Medium-sized publishers annual income from € 200,000 ~240 542 102.6 24.1 to € 4 million Small publishers annual income < € 200,000, Over 1,500 52 9.8 2.3 publishing at least two titles pa Irregular publishers producing occasional publications Over 4,000 11 2.1 0.5 Rynek książki w Polsce 2018 by Biblioteka Analiz Sp. z o.o. 4 Income from book sales 2013 2014 2015 2016 2017 Income from book sales at publishers’ market prices (in zloty mln) 2,680 2,480 2,410 2,370 2,250 Percentage growth 0.4% -7.5 % -2.8% -1% -5% Income in € mln 640 582 566 559 528 Rynek książki w Polsce 2018 by Biblioteka Analiz Sp. z o.o. In 2017 the value of the Polish book market totalled 2.25 bn zlotys in wholesale prices (at which publishers sell books to their distributors). Compared with 2016, when it totalled 2.37 bn zlotys, the market value fell by 5 per cent. The fall in sales in the publishing sector, recording the ever-increasing number of new titles available, a slightly higher rate in 2017 than in recent years, which the market is supposedly anticipating was caused by a combination of factors of various (rather than high warehouse inventories) is forcing kinds, which are leading to gradual changes in the publishers and retailers into rapid price reductions retail sales sector, where a persistent decline in for their new products. As a result of market realities, bookstore sales has been occurring, while at the the publishers are playing an increasing part in this same time Internet sales have been rapidly growing procedure, because any publishing firm that wants in significance. to optimize the value of its commercial turnover with the distribution sector has to run frequent, regular At the same time, despite increasing financial promotional campaigns, providing the end customer expenditure for the promotion of readership and with discounts at a level of 25-30 per cent of the declarations of support for small firms that offer an retail price. Paradoxically, this practice prolongs ambitious publishing programme, from the business the rotation of a title on the retail market and leads point of view their situation is not only not improving, to a fall in the margins of the individual segments but from year to year it is getting worse. Access to within the distribution chain, and also in the income a wider market and to the most effective channels achieved from sales. of distribution is being gained, to an overwhelming extent, by the commercial titles with the biggest In the period from 2016 to 2018 the collapse of the sales potential. Not much more than 10 per cent of Matras bookstore chain has had a strong impact on the items on offer from retail chains or independent the state of the publishing market, including a direct bookshops consist of more ambitious publications of effect on book sales. For many years Matras acted as every kind. the natural deputy leader of the printed books retail sales segment, in terms of both income and volume On the other hand, the past few years have seen (number of copies) of sales achieved. As a result of relative stabilisation for the commercial book sector, Matras’s bankruptcy, the Polish publishing sector has including belles-lettres, and also rises of a few suffered a considerable financial loss, estimated at percentage points in the value of sales of general between 105 and 12 mln zlotys (447-511 mln euros). non-fiction and a dynamic rise in the quantity and Therefore the year 2017 was to a significant extent a value of sales of books for children and young adults. period in which publishers tried to repair the damage to the distribution system for their own publications Yet the current situation on the retail market caused by the disappearance of Matras, and as far as continues to have the greatest effect on its condition, possible to regain some of their lost income. because of factors including the purchase-and-sales policy being implemented by both publishers and leading physical and Internet retailers. Currently, 5 // The Polish Book Market 2017 Income from book sales by category (%) 2013 2014 2015 2016 2017 Mainstream literature 13.2 12.3 11.6 12.1 12.8 Children’s books 6.0 7.3 7.7 8.4 11.1 School set books 2.0 0.6 0.5 0.4 1.5 School textbooks 31.5 30.4 29.0 28.0 26.6 Academic and professional books 36.5 37.9 39.2 39.8 37.2 Illustrated books 3.9 4.6 5.0 5.3 5.4 Religious books 4.1 3.8 3.9 3.6 3.4 Other (including musical scores and maps) 2.8 3.2 3.1 2.4 2.0 Rynek książki w Polsce 2018 by Biblioteka Analiz Sp. z o.o. Number of copies sold (millions) 100 123 105.8 101.7 100.4 98.4 2013 2014 2015 2016 2017 Rynek książki w Polsce 2018 by Biblioteka Analiz Sp. z o.o. Book production 2013 2014 2015 2016 2017 Published titles 29,710 32,480 34,920 36,140 38,620 First editions 15,580 18,870 21,130 23,250 26,450 Print-runs (in millions of copies) 112.4 105.1 97.7 94.2 92.3 Average print-run (no of copies) 3,783 3,236 2,798 2,435 2,234 Rynek książki w Polsce 2018 by Biblioteka Analiz Sp. z o.o. In 2017 there was a further fall in the average print-run, this time by 8 per cent, from 2,435 to 2,234 copies. The overall number of copies of printed publications was also significantly lower, at 92.3 mln, down from 94.2 mln. 6 Belles-lettres (number of titles) 2013 2014 2015 2016 2017 Adult Children’s Adult Children’s Adult Children’s Adult Children’s Adult Children’s Published titles 5,036 2,178 5,712 2,630 6,785 2,144 6,814 2,717 7,201 3,073 First editions 4,658 2,092 5,245 2,533 6,253 2,060 6,338 2,605 6,670 2,893 Re-editions 378 86 467 97 542 84 476 112 531 180 Polish Publishing in Figures 2017, National Library Original books and translations (total) 2013 2014 2015 2016 2017 Original Translated Original Translated Original Translated Original Translated Original Translated Published titles 23,299 6,270 22,590 6,710 23,111 7,208 23,279 7,068 24,294 7,534 Belles-lettres for adults 2,859 2,078 3,167 2,418 3,574 3,045 3,758 3,056 3,841 2,973 Polish Publishing in Figures 2017, National Library In 2017 there was a further reduction in employment in the publishing sector, by 0.25 per cent, down to 4,750-4,630 employees. Average book price 2013 2014 2015 2016 2017 PLN 38.3 41.5 41.8 42.6 43.5 EUR 9.14 9.74 9.01 10.00 10.12 The last few years have been a period of rising retail the years 2015-2017 rose relatively by 0.7, 0.9 and prices, the result not just of objective increases in 2.1 per cent, yet many readers think of books as production costs (printing, paper, logistics etc.) but expensive. This impression is mainly based on the also stems from a strong tendency to offer high cover prices, which are artificially inflated because of discounts in retail sales, including the sale of new the almost inevitable reductions that are very soon publications being issued for the first time too.
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