2. Selling to Poland

POLISH BOOK MARKET
2016
Sonia Draga
Poland
POLISH BOOK MARKET - NUMBERS
In 2016 there were around 45,000 registered companies, with
activities in the publishing industry, but only 2,000-2,500 really
active publishing houses, who publish at least 2-3 books per year.
However, publishing industry in Poland is very concentrated,
with 300 biggest companies comprising 98% of the market in
terms of turnover.
MARKET SHARE IN 2015
Number
in group
Sales income within
group
in zloty mln
€ mln
Market share
in %
LARGE PUBLISHERS
annual income > € 4 million
35
1,742
408.9
72.3
MEDIUM-SIZED PUBLISHERS
annual income from € 200,000 to € 4 million
~250
609
142.9
25.3
SMALL PUBLISHERS
annual income < € 200,000, publishing at
least two titles p.a.
over
1,500
50
11.7
2.0
IRREGULAR PUBLISHERS
producing occasional publication
over
4,000
12
2.4
0.5
Source: Rynek książki w Polsce 2016, Biblioteka Analiz Sp. z o.o.
POLISH BOOK MARKET - DYNAMICS
In 2015 the book market in Poland was worth PLN 2.46 bln
(EUR 566 mln) in publishers’ prices. That is 2,8% less in the
comparison to the previous year. Forecasts for the future predict
further decline in publishers’ income and growing competition
among publishing houses.
POLISH BOOK MARKET - DYNAMICS
Reasons for the decline:
• introduction of 5% VAT on books in May 2011 which caused
10% rise in the price of books (15-20% in case of textbooks),
• implementation of the new regulation according to which The
Ministry
of National Education will publish textbooks. As a result, free
textbooks for first graders were introduced in 2014, causing
trouble among both educational publishers and booksellers.
BOOK PRODUCTION
Published
titles
First
editions
Print-runs (in
millions of
copies)
Average
print-run (no
of copies)
2011
2012
2013
2014
2015
24,920
27,060
29,710
32,480
34,920
12,180
13,410
15,580
18,870
21,130
122.4
107.9
112.4
105.1
97.7
4,912
3,987
3,783
3,236
2,798
Source: Rynek książki w Polsce 2016, Biblioteka Analiz Sp. z o.o.
BELLES-LETTRES – NUMBER OF TITLES
2012
Published
titles
First
editions
Re-editions
2013
2014
2015
Adult
Children’s
Adult
Children’s
Adult
Children’s
Adult
Children’s
5,223
2,081
5,036
2,178
5,712
2,630
6,785
2,144
4,495
1,841
4,658
2,092
5,245
2,533
6,253
2,060
728
240
378
86
467
97
542
84
Source: Polish Publishing in Figures, National Library
ORIGINAL BOOKS AND
TRANSLATIONS
Original books and translations (total)
2012
Original
Translated
2013
Original
Translated
2014
Original
Translated
2015
Original
Translated
Published
23,319 6,688 23,299 6,270 22,590 6,710 23,111 7,208
titles
Original books and translations (belles-lettres for adults)
2012
Published
titles
2013
2014
2015
Original
Translated
Original
Translated
Original
Translated
Original
Translated
2,944
2,249
2,859
2,078
3,167
2,418
3,574
3,045
Source: Polish Publishing in Figures , National Library
INCOME FROM BOOK SALES
BY CATEGORY (%)
Mainstream literature
Children’s books
School set books
School textbooks
Academic and professional
books
Illustrated books
Religious books
Other (including musical scores
and maps)
2011
13.1
5.9
2.2
30.1
2012
12.9
5.6
2.1
31.5
2013
13.2
6.0
2.0
31.5
2014
12.3
7.3
0.6
30.4
2015
11.6
7.7
0.5
29.0
36.3
36.5
36.5
37.9
39.2
4.3
4.6
3.9
4.5
3.9
4.1
4.6
3.8
5.0
3.9
3.5
3.0
2.8
3.2
3.1
Source: Polish Publishing in Figures, National Library
NUMBER OF COPIES SOLD
2011
Number of copies sold
(millions)
2012
2013
2014
2015
119.3 115.5 123.0 105.8 101.7
Source: Rynek książki w Polsce 2015 by Biblioteka Analiz Sp. z o.o.
POLAND’S BIGGEST BOOK
PUBLISHERS, 2015
Publisher
Income from book Income from book
sales in 2014, zloty sales in 2015, zloty
mln
mln
261.4
286.7
1.
Nowa Era
nowaera.pl
2.
Wydawnictwa Szkolne i Pedagogiczne
wsip.com.pl
243.8
255.0
3.
Wolters Kluwer Polska
wolterskluwer.pl
195.4
215.2
4.
Pearson Central Europe
pearson.pl
134.6
121.3
5.
Grupa Edukacyjna
grupaedukacyjna.pl
94.5
99.5
6.
Wydawnictwo Olesiejuk
olesiejuk.pl
94.4
98.0
7.
SIW Znak
znak.com.pl
75.3
77.0
8.
Macmillan Polska
macmillan.pl
52.0
54.0
9.
C. H. Beck
beck.com.pl
46.9
48.0
10.
Grupa Publicat
publicat.pl
34.3
39.5
Source: Rynek książki w Polsce 2016 by Biblioteka Analiz Sp. z o.o.
E-BOOKS
2015 was also important for the development of e-books
and their sales distribution - many publishers continued to widen
their range of electronic publications and developed systems for
selling them. Although the turnover of electronic books doesn’t
comprise more than 3% of the market, one can see increased
awareness among publishers of their importance and
opportunities.
The major barrier to more intense development of this market
segment is 23% VAT levied on e-books
and audiobook downloads.
AVERAGE BOOK PRICE
Retail price
2011
2012
2013
2014
2015
zlotys
37.80
38.70
38.3
41.5
41.8
€
8.40
9.26
9.14
9.74
9.81
Source: Rynek książki w Polsce 2016 by Biblioteka Analiz Sp. z o.o.
In spite of the decrease in books prices, the perception of the readers is that
prices are still too high. It has been triggered by higher prices printed on the
book covers than prices paid in the end by the consumers, thanks to big
discounts and sales organised constantly by the point of sales.
DISTRIBUTION STRUCTURE
Door-to-door;
Clubs and
2%
Newspaper
postal sales;
kiosks; 8%
1%
Supermarkets;
15%
Bookshops;
36%
Internet; 38%
Wholesalers have a large,
50% share of the market. The
total number of wholesalers is
falling down, and approximately
175 firms are still active in the
market, of which the biggest
are: FK Olesiejuk, Azymut,
Ateneum, Super Siodemka,
Platon and Wikr.
WHERE DO POLES PURCHASE BOOKS?(%)
2010
2012
2014
2015
22
29
21
21
58
55
49
48
Second-hand bookshop
7
6
6
4
Book clubs
12
4
4
5
Internet bookstores
15
12
16
17
Newspaper kiosk or shop
6
6
10
9
Cut-price bookstore
6
6
9
9
Supermarket
4
5
12
16
Other
8
4
2
2
Multimedia store (e.g.
Empik)
Traditional bookshop
Source: National Library
INDEPENDENT BOOKSELLERS
2011
Number of bookshops
2012
2013
2014
2015
2,370 2,250 2,140 2,050 1,930
Source: Rynek książki w Polsce 2016 by Biblioteka Analiz Sp. z o.o.
The number of booksellers is decreasing due to growing rent prices,
aggressive competition among bookselling chains and supermarkets and
price wars waged by big market players.
BIG BOOKSELLERS’ CHAINS
EMPIK (empik.com)
MATRAS (matras.pl)
BOOKBOOK (bookbook.pl)
SWIAT KSIAZKI (swiatksiazki.pl)
KSIAZNICA POLSKA (ksiaznica.pl)
BOOKSZPAN (bookszpan.eu)
INTERNET SALES
TOP 10 BEST "CULTURE AND LEISURE"
BOOKSTORES THAT PACKAGE AND
INTERNET STORES IN 2015,
DELIVER BOOKS ABROAD
AS LISTED BY MONEY.PL
1. taniaksiazka.pl
• gandalf.com.pl
2. empik.com
• empik.com
3. matras.pl
• helion.pl
4. gandalf.com.pl
• taniaksiazka.pl
5. ravelo.pl
• inBook.pl
6. selkar.pl
7. bonito.pl
8. ksiegarnia.pwn.pl
9. aros.pl
10. eventim.pl
E-BOOK MARKET
The e-book market in Poland in 2015 was worth PLN 62 mln, registering 10.7% growth in
comparison to 2014. The biggest players in e-book distribution are:
virtualo.pl
woblink.pl
legimi.pl
publio.pl
empik.com
bezkartek.pl
The number of e-books available for sale amounted to 37,000 in the beginning of 2015,
half of which were commercial titles.
AUDIOBOOKS
Leading sellers of audio files as downloads are:
• audioteka.pl,
• virtualo.pl,
• audiobook.pl
• empik.com
2012
90
29.0
2,350
19.9%
2013
113
26.9
2,730
16%
2014
115
29.2
3,250
19%
2015
140
36.5
3,720
25%
Source: Rynek książki w Polsce
by Biblioteka Analiz Sp. z o.o.
Number of audiobook publishers
Value of sales in zl mln
Number of titles on offer
Percentage growth (in number of titles)
2011
72
23.1
1,960
17%
AUDIOBOOKS
The biggest suppliers of audiobooks are Audioteka.pl,
Biblioteka Akustyczna, Albatros, Świat Książki, Agora,
Olesiejuk, Media Rodzina, Sonia Draga, Bellona, Muza, Burda,
Rebis, Drzewo Babel, Czarne, Wydawnictwo Literackie, Fabryka
Słów and Wielka Litera.
THE BIGGEST LITERARY
PUBLISHING HOUSES
Albatros (135 new titles)
Amber (165 new titles)
Czarne (80 new titles)
Foksal Publishing Group (238 new titles)
Muza (172 new titles)
Prószyński Media (165 new titles)
Rebis (125 new titles)
Sonia Draga (106 new titles)
Świat Książki (101 new titles)
Wydawnictwo Literackie (95 new titles)
Znak Publishing Group (135 new titles)
Zysk i S-ka (130 new titles)
FOREIGN LITERATURE IN POLAND
Foreign authors’ market share in Poland is substantial –
in 2015 out of 33,454 published titles 21,5% (7,208) were translations.
Original language
Titles
English
German
French
Italian
Spanish
Swedish
Norwegian
Japanese
Russian
4,108
668
639
289
205
182
145
141
140
Including belleslettres for adults
1,789
318
195
42
60
132
130
133
53
Source: National Library
2015 BESTSELLERS POLISH AUTHORS
Title
1. Życie na pełnej petardzie,
Czyli wiara, polędwica i miłość
(Life At Full Throttle; Or Faith,
Tenderloin, And Love)
2. Okularnik
(Four-eyes)
3. Pochłaniacz
(Girl At Midnight))
4. Tylko martwi nie kłamią
(Only The Dead Don’t Lie)
5. Złe psy. W imię zasad
(Bad Cops: In The Name
Of Principles)
6. Księgi Jakubowe
(The Books Of Jacob)
7. Czas pokaże
(Time Will Tell)
9. Wiedźmin – Sezon burz
(The Witcher: Season Of Storms)
10. Kuba. Autobiografia
(Kuba, The Autobiography)
Publisher
No of
copies sold
Jan Kaczkowski,
Piotr Żyłka
WAM
122,000
Muza
105,000
Muza
90,000
Muza
75,000
Patryk
Vega
Wydawnictwo
Otwarte
75,000
Olga
Tokarczuk
Anna
Ficner-Ogonowska
Dorota Kania,
Jerzy Targalski,
Maciej Marosz
Andrzej
Sapkowski
Małgorzata
Domagalik,
Jakub
Błaszczykowski
Wydawnictwo
Literackie
70,000
Znak
64,000
Fronda
62,000
SuperNowa
59,000
Buchmann
54,000
Katarzyna
Bonda
Katarzyna
Bonda
Katarzyna
Bonda
Source: Gazeta Wyborcza
8. Resortowe dzieci. Służby
(Departmental Kids: Services)
Author
2015 BESTSELLERS FOREIGN AUTHORS
Polish title
Author
Translator
Publisher
No of copies
sold
1. Fifty Shades Of Grey
As Told By Christian
Grey. Pięćdziesiąt twarzy
Greya oczami Christiana
E.L. James
Katarzyna Petecka-Jurek,
Paweł Korombel
Sonia Draga
327,000
2. The Girl In The Spider’s
Web
Co nas nie zabije
David
Lagercrantz
Irena Muszalska,
MaciejMuszalski
Czarna Owca
261,000
3. The Girl On The Train
Dziewczyna z pociągu
Paula
Hawkins
Jan
Kraśko
Świat
Książki
212,000
4. The Ice Child
Pogromca lwów
Camilla
Läckberg
Inga
Sawicka
Czarna Owca
153,000
5. God Never Blinks: 50
Lessons For Life's Little
Detours
Bóg nigdy nie mruga. 50
lekcji na trudniejsze chwile w
życiu
Regina
Brett
Olga Siara
Insignis
90,000
6. The Bazaar Of Bad
Dreams)
Bazar złych snów
Stephen
King
Tomasz
Wilusz
Prószyński
Media
85,000
7. Harry Potter
And The Philosopher’s
Stone)
Harry Potter
i kamień filozoficzny
J.K. Rowling
Andrzej
Polkowski
Media
Rodzina
80,000
8. Where She Went
Wróć, jeśli pamiętasz
Gayle
Forman
Hanna
Pasierska
Nasza
Księgarnia
79,000
9. Submission
Uległość
Michel
Houellebecq
Beata
Geppert
W.A.B.
72,000
10. If I Stay
Zostań, jeśli kochasz
Gayle Forman
Hanna Pasierska
Nasza
Księgarnia
66,000
Source: Gazeta Wyborcza
Original title
Title
Author
Publisher
1
Harry Potter i przeklęte dziecko
Joanne K. Rowling, John Tiffany, Jack
Thorne
Media Rodzina
2
Katarzyna Bonda
Muza
Paula Hawkins
Świat Książki
4
Lampiony
Dziewczyna z pociągu (okładka
filmowa)
Sekretne życie drzew
Wydawnictwo Otwarte
5
Dasz radę. Ostatnia rozmowa
Peter Wohlleben
Joanna Podsadecka, ks. Jan Kaczkowski
6
7
8
9
10
Król
Spójrz na mnie
Zanim się pojawiłeś
Mock
Słowik
Wydawnictwo Literackie
Albatros
Świat Książki
Znak
Świat Książki
11
Ch...owa Pani Domu
Szczepan Twardoch
Nicholas Sparks
Jojo Moyes
Marek Krajewski
Kristin Hannah
Magdalena Kostyszyn
12
13
14
Królowa
Kiedy odszedłeś
Konan Destylator
Sprawiedliwi zdrajcy. Sąsiedzi z
Wołynia
Immunitet
Beksińscy. Portret podwójny
Miasto Archipelag. Polska
mniejszych miast
Kukuczka. Opowieść o
najsłynniejszym polskim
himalaiście
Ósme życie
(dla Brilki) tom II
Elżbieta Cherezińska
Jojo Moyes
Andrzej Pilipiuk
Zysk i S-ka
Między Słowami
Fabryka Słów
Witold Szabłowski
Znak
Remigiusz Mróz
Magdalena Grzebałkowska
Wydawnictwo Czwarta Strona
Znak
Filip Springer
Karakter
Dariusz Kortko, Marcin Pietraszewski
Agora
Nino Haratischwili
Wydawnictwo Otwarte
3
15
16
17
18
19
20
WAM
Znak
Top 20
November 2016 by
No.
Title
Author
Publisher
1
Harry Potter i Przeklęte Dziecko.
Część 1-2
Rowling J.K., Tiffany John,
Thorne Jack
Media Rodzina
2
Ukryte terapie. Część 2. Czego ci lekarz
nie powie
Zięba Jerzy
Wydawnictwo Egida Halina Kostka
3
Hygge. Duńska sztuka szczęścia
Tourell Soderberg Marie
Wydawnictwo Insignis
4
Dziewczyna z pociągu
Hawkins Paula
Świat Książki
5
Dasz radę. Ostatnia rozmowa
Kaczkowski Jan
Wydawnictwo WAM
6
Brud
Piotr C.
Novae Res
7
Zupowy detoks
8
Niepokorni (edycja specjalna)
Severski Vincent V
Wydawnictwo Czarna Owca
9
Hygge. Klucz do szczęścia
Wiking Meik
Wydawnictwo Czarna Owca
10
Konan Destylator
Pilipiuk Andrzej
Fabryka Słów Sp. z o.o.
11
Behawiorysta
Mróz Remigiusz
Filia
12
Niebezpieczne kobiety
Vega Patryk
Wydawnictwo Otwarte
13
Tajniki DIY z Red Lipstick Monster
Grzelakowska-Kostoglu
Ewa
Flow Books
14
Cztery Żywioły. Tom 3. Lampiony
Bonda Katarzyna
Wydawnictwo MUZA S.A.
15
Najlepiej w życiu ma twój kot. Listy
Szymborska Wisława
Społeczny Instytut Wydawniczy Znak
16
Dorota was urządzi na Święta
Szelągowska Dorota
Edipresse Książki
17
Nela na kole podbiegunowym
Nela
Burda NG Polska
18
Magiczne drzewo. Tom 8. Inwazja
Maleszka Andrzej
Społeczny Instytut Wydawniczy Znak
19
Dziecko Bridget Jones. Dziennik
Fielding Helen
Wydawnictwo Zysk i S-ka
20
Pełnia życia
Maciąg Agnieszka
Wydawnictwo Otwarte
Mijakoska Urszula, Stachura Monika
Top 20
at November 15th, 2016 by
No
Title
Author
Publisher
1.
Harry Potter i Przeklęte Dziecko. Część 12
Rowling J.K.
Media Rodzina
2.
Brud
Piotr C.
Novae Res
3.
Dziewczyna z pociągu
Hawkins Paula
Świat Książki
4.
Dasz radę. Ostatnia rozmowa
Kaczkowski Jan
Wydawnictwo WAM
5.
Konan Destylator
Pilipiuk Andrzej
Fabryka Słów Sp. z o.o.
6.
Król
Twardoch Szczepan
Wydawnictwo Literackie
7.
Cztery Żywioły. Tom 3. Lampiony
Bonda Katarzyna
Wydawnictwo Muza S.A.
8.
Nela na kole podbiegunowym
Nela
Burda NG. Polska
9.
Niepokorni (edycja specjalna)
Vega Patryk
Wydawnictwo Otwarte
10.
Spójrz na mnie
Sparks Nicholas
Wydawnictwo Albatros
11.
Osobliwy dom pani Peregrine
Riggs Ransom
Media Rodzina
12.
Sekretne życie drzew
Wohlleben Peter
Wydawnictwo Otwarte
13.
Ch...owa Pani Domu
Kostyszyn Magdalena
Flow Books
14.
Piwo. Wszystko, co musisz wiedzieć, żeby
nie wyjść na głupka
Kopyra Tomasz
Flow Books
15.
Inferno. Wydanie filmowe
Brown Dan
Wydawnictwo Sonia Draga
16.
Behawiorysta
Mróz Remigiusz
Filia
17.
Dimily. Tom 3. Czy wspominałam, że za
Tobą tęsknię?
Maskame Estelle
Wydawnictwo Feeria Young
18.
Życie na pełnej petardzie
19.
Zanim się pojawiłeś
Jan Kaczkowski,
Żyłka Piotr
Moyes Jojo
20.
Mock
Krajewski Marek
Wydawnictwo WAM
Świat Książki
Społeczny Instytut Wydawniczy
Top 20
17.10-30.10.2016 by
No.
MOST IMPORTANT BOOK FAIRS
IN POLAND
Warsaw Book Fair (www.targi-ksiazki.waw.pl)
International Book Fair in Cracow (www.targi.krakow.pl)
Silesian Book Fair in Katowice
Salon Ciekawej Książki w Łodzi (Interesting Book Exhibition,
www.salonciekawejksiazki.pl)
Wrocławskie Targi Dobrych Książek (The Wroclaw Good Books Fair)
Other specialized book fairs: Poznańskie Spotkania Targowe (The Poznan
Book Fair – Books for Children, Young Adults and Parents), Targi Książki
Akademickiej i Naukowej we Wrocławiu (Wroclaw Scientific Book Fair),
Targi Książki Katolickiej (Catholic Book Fair in Warsaw) and Targi Książki
Historycznej (Historical Book Fair in Warsaw).
LITERARY FESTIVALS IN POLAND
Conrad Festival in Cracow
Big Book Festival in Warsaw
International Crime and Mystery Festival in Wroclaw
Nadmorskie Plenery Czytelnicze w Gdyni i Szczecinie
Sopot International Literary Festival
TRANSLATION SUPPORT
Translation programme run by Instytut Książki (The Polish Book Institute)
may cover:
• up to 100% of translation costs,
• up to 100% of advance and rights costs,
• up to 50% of printing costs (this applies only to illustrated books for
children and comic books)
More information at instytutksiazki.pl.
USEFUL LINKS
instytutksiazki.pl (website of The Polish Institute of Books)
bn.org.pl (National Library)
pik.org.pl (Polish Chamber of Books)
lubimyczytac.pl (Polish version of goodreads.com)
culture.pl (everything on cultural events in Poland)
biblioteka-analiz.pl, rynek-ksiazki.pl (website of the company doing
research on publishing industry, the source of data in this presentation)
POLAND
Market Focus Country
at LBF 2017
More information at:
www.bookinstitute.pl
THE UNITED KINGDOM
Guest Of Honour
at WBF 2018
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