Poland’s publishing market isn’t as predictable as it may seem. It’s driven by price-sensitive readers, demanding media landscape, and BookTok that can make or break the title overnight. If you want your books to stand out here, you need to understand these mechanics. Here are 8 PR lessons every international publisher should know before entering Poland!
The numbers behind Poland’s publishing market
Poland’s book market is a highly concentrated, fast-shifting ecosystem shaped by a handful of dominant players and the rise of digital consumption.
Key figures shaping the Polish publishing market:
- The value of Poland’s book market is roughly PLN 1.1 billion, with retail sales dropping by nearly 15% year-on-year in 2023.
- Over 50 major publishers generate about 82% of the industry’s total revenue. Mid-sized companies hold around 15% and thousands of small presses collectively account for only 3%. Distribution is equally concentrated. 4 wholesalers control close to 80% of the market.
- Poland has over 1,600 bookstores, including chains such as Empik and Świat Książki. Empik (both offline and online) is the most influential retail force, driving visibility and shaping bestseller lists.
- Online bookstores continue to gain ground (TaniaKsiazka.pl, Matras, Gandalf). Marketplaces such as Allegro are also becoming important discovery channels.
- Subscription services are now mainstream. Around 40% of Polish readers use at least one platform for ebooks or audiobooks (Legimi, Empik Go, Storytel, Audioteka, or BookBeat).
- Readership has stabilised at 41–43%. It’s the highest level in a decade. Yet only 7–8% of Poles read seven or more books a year. Women and young people aged 15-18 are the most engaged. Over 50% of both groups read at least one book per year.
- The most committed Polish readers are students and young professionals, especially from large cities.
How many Poles read (in %):
Now that we’ve looked at the numbers, it’s time to move from theory to practice! Here are 8 PR lessons every publisher should know before stepping into Poland’s publishing ecosystem:
Lesson 1 – Price positioning is a strong PR tool
Poles are highly price-sensitive. They actively hunt for promotions, discounts, pre-sale deals, bundles and retailer-specific offers. That reality shapes not only sales, but PR messaging itself.
How you can use it:
- Mention discounts in your PR materials. It’s perfectly acceptable to highlight promotions available at specific retailers. “20% off in pre-sale” can increase the book’s media visibility.
- Consider bundles or added value. A small gift, a bonus chapter, a signed bookmark, or an aesthetic edition performs extremely well with Poles.
- Research local distribution before launch. Check how your retail partners usually discount titles and adjust your communication accordingly. If local stores drop the price far below the cover price, PR should not pretend the book costs full retail value.
Lesson 2 – Audio moves faster than paper
Paper still dominates in Poland (around 85–90% of all book sales), but the fastest-growing part of the market is digital, especially audio. On Empik Go, audiobooks already match ebooks in consumption (51% vs 49%). Up to 25% of Poles now listen to audio regularly.
For publishers, this isn’t just a market insight. It’s a PR tactic. Audio gives you reach where readers actually spend time: commuting, running, cleaning, working out. It also opens the door to placement in apps, newsletter features, banner spots, mobile push notifications and podcast partnerships. These channels regularly outperform traditional press releases.
How you can use it:
- Release audiobook and print simultaneously. Polish readers expect a dual-format launch.
- Pitch audiobook angles to media: narrators, behind-the-scenes, casting choices, sound design.
- Secure Empik Go visibility early. It’s one of the strongest discovery engines for digital books.
- Prepare digital-friendly PR materials: short audio clips, shareable samples, mobile visuals.
- Use the power of Polish podcasters. This niche is growing quickly.
Lesson 3 – Escapism sells better than anything
If you want to position your titles well in Poland, start with the reader’s reality. This market runs on a predictable mix of genres. Year after year, the top performers are crime and thrillers, romance, contemporary fiction, non-fiction (biographies, reportage, 20th-century history) and self-help. These categories consistently drive bestseller lists. In recent years, fiction reached around one-third of all new releases, with fantasy, romance and children’s literature posting some of the strongest increases.
For PR, the implication is simple. If your title sits in any of these high-velocity genres, push it aggressively. These books move quickly, benefit from visibility in Empik stores and fly on social media. More niche categories require slower, more targeted communication.
Lesson 4 – Some trends hit hard, so ride the wave
If you want your books to gain traction in Poland, you need to track what the market is already responding to. Around 68% of new releases are written by Polish authors. 22% are translations – most of them literary fiction and mostly from English.
Adaptations matter as well. When a book gets a Netflix or cinema adaptation, sales spike instantly. Polish publishers actively time PR around these releases. Think refreshed covers, pre-premiere features, expert interviews or thematic contests.
Books that fit trends break through faster, but only when PR amplifies the trend intentionally. Viral books in Poland succeed because publishers lean into social conversations, not fight them.
You see it clearly in recent campaigns:
- The Housemaid blew up through Polish BookTok, leading to media coverage and multiple reprints.
- Atomic Habits dominated because PR combined business media, influencers and expert positioning.
- Rodzina Monet (a Polish Wattpad phenomenon) became a bestseller thanks to BookTok reactions and highly interactive fan engagement at festivals.
Lesson 5 – Social media decides what is popular
Around 7% of Polish readers already look for inspiration on BookTok, BookTube or Bookstagram. In young adult, romance and fantasy, these platforms directly shape bestseller visibility.
The impact is real. Viral recommendations have repeatedly moved the market. Colleen Hoover’s “It Ends With Us” exploded in Poland through BookTok. Classics like Olga Tokarczuk returned to the top after viral clips and reading campaigns. Even commercial authors gain a second wave of visibility when BookTokers spotlight them. It’s now common for Netflix or HBO to look at BookTok hits when considering new adaptations.
Each platform plays a different role:
- TikTok drives virality and immediate spikes in demand, especially among teens and young adults.
- Instagram is more visual and community-driven. It’s great for aesthetics, brand presence and mood-based promotion rather than pure sales.
- YouTube offers long-form, in-depth reviews trusted by older audiences. It shapes opinion even if it doesn’t create TikTok-level virality.
Lesson 6 – Bookfluencers should be your best friends
Influencer collaboration is extremely important. This is how Polish readers actually discover books. Polish creators expect early access, strong visuals and authentic communication. And because audiences here are highly sensitive to forced messaging, scripted opinions simply don’t work.
Publishers send influencers PR packs with small gifts (unboxings generate strong engagement). Personal outreach (We know you like thrillers…), builds trust, and combining organic mentions with sponsored partnerships, giveaways or pre-sale codes boosts visibility.
How you can use it:
- Send early ARCs and provide visuals, quotes and ready-to-use video hooks.
- Use PR packs with small themed gifts, because unboxings drive engagement.
- Personalise outreach based on genre preferences and past reviews.
- Combine organic and paid formats. Offer guidelines for sponsored posts (hashtags, discount codes, timing).
- Run contests and giveaways.
- Respect each platform’s tone – aesthetic on Bookstagram, emotional on TikTok, analytical on YouTube.
- Never script the verdict. Polish audiences spot inauthenticity instantly.
Lesson 7 – If you want prestige, you need the big media
Even though Polish readers mostly discover books on social media, the country’s traditional media still carries enormous cultural weight. A review in Gazeta Wyborcza, an interview in Rzeczpospolita, or a feature in Polityka or even Wysokie Obcasy gives a book credibility that TikTok can’t deliver.
To get that kind of visibility, you need more than a press release. Polish cultural desks expect a story. A connection to a current debate, a human angle from the author, a cultural insight, or a topic that resonates with the Polish readership. Generic materials don’t make it into print.
This ecosystem is also supported by literary platforms. LubimyCzytać drives sentiment around new releases. Portals like Granice.pl or Nakanapie.pl help build long-tail visibility. Book blogs also still matter, especially in niches.
Polish journalists expect professional press kits: high-quality visuals, a Polish-language PDF folder, a short author bio, and – ideally – an offered interview slot. PR packs with small gifts are acceptable, but only as an add-on, not the centrepiece.
Key Polish media worth targeting
National newspapers and weeklies:
- Gazeta Wyborcza (culture desk, book columns)
- Rzeczpospolita (Kultura)
- Polityka (reviews, cultural analyses)
- Tygodnik Powszechny (essays, interviews)
- Press (media and publishing industry coverage)
Literary and cultural magazines:
- Magazyn Literacki Książki
- Książki. Magazyn do Czytania
- Nowe Książki
- Twórczość
Online culture sections:
- Onet Kultura
- WP Książki / WP Kultura
- TVP Kultura (online content and interviews)
Lesson 8 – Events are a PR power tool
Polish readers like physical contact with authors, signed copies, photos, panels and live discussions. A PR campaign almost always peaks around a major fair or festival. Launching a title during one of these events massively boosts visibility, helps secure media coverage and gives journalists a “reason” to feature your book.
During fairs, publishers run press briefings, author signings and debates; journalists come prepared to cover big announcements, adaptations, awards and controversies. The winning strategy is obvious. Time your launch around a key event, send press invitations early and make sure your author is present. Even a small booth or a shared stand goes a long way.
Important Polish book events and festivals
Major book fairs:
- Warsaw International Book Fair
- International Book Fair in Krakow
- Book Fairs in Katowice, Łódź, Gdańsk, Poznań
- Historical Book Fair in Warsaw
Mass-reach festivals:
- Empik Book Festival
- Conrad Festival
- Miłosz Festival
If you want your books to stand out in Poland rather than disappear into the noise, reach out to us. Our PR team will be happy to talk!