Be creative:
Styria Medien AG launches in Slovenia
Dietmar Sternad
Managing Director, žurnal media, d.o.o.
October 2008

I. The initial situation

Stuck in the middle with a free weekly (2006)
New market entrant
CIRCULATION INCREASE with 350.000 circulation
TO 350.000
ŽURNAL
(circulation
253.000)
Circulation up +100.000 to match the competitors?
Source: NRB 2006

II. The stategic plan
“Don´t change the the circulation.
Change the game.“

The new combined multi-platform model
110.000 circulation
290.000 circulation
street-delivered
household-delivered
Weekdays Monday-Friday Weekend
24/7 Digital

… all out of one newsroom
Reaching a
young, active, mobile audience
„Reach-jumbo“
in households
(Saturday = reading day)
„Anytime, anywhere“

III. The implementation

One question first:
How many of you …
…. read a broadsheet newspaper
thoroughly from the beginning to the end
on a normal working day?

1. Create a product

1. Create a product: time-efficient quality news

1. Create a product

1. Create a product

1. Create a product

1. Create a product

1. Create a product

3 guiding principles:
1. INDEPENDENCE
2. FREE = QUALITY
3. USEPAPER

2. Build a team, build a newsroom
Editorial team Digital team
30 employees & 13 employees Administration Sales & marketing team
additional freelancers & additional freelancers & distribution: 15 employees
10 employees & additional freelancers

3. Build a comprehensive distribution system
> 300 distribution boxes > 300 busses
> 60 hawkers
Delivery bikes
… and airplanes of the
Slovenian national
airlines
& cafés
& VIP distribution

6 a.m. in 30 cities all around the country
Moravske Toplice
Dravograd Radlje Radenci
Ravne Slovenj Gradec Murska Sobota
Beltinci
Maribor
Jesenice
Radovlji Velenje Slov. Ptuj
Bled ca Kranj Bistrica
Brnik Kamnik Celje
Škofja Domžale
loka
Ljubljana
Krško
Brežice
Nova Gorica
Ribnica Novo
mesto
Kočevje Metlika
Koper
Izola
Piran
Portorož

The box: 3 morning hours in 17 seconds

Žurnal is household-delivered by post
every Saturday in more than 30 cities.
Circulation per region:
ŠTAJERSKA
GORENJSKA ca. 79.000
ca. 30.000 Maribor
Kranj Ptuj
Škofja loka LJUBLJANSKA Limbuš
Radovljica ca. 134.000 Slovenska Bistrica
Jesenice Ljubljana Celje
Tržič Domžale Velenje
Grosuplje Žalec
Vrhnika
Kamnik
Mengeš
Medvode
Brezovica pri L.
Radomlje
Trzin
PRIMORSKA
ca. 27.400 Total printed circulation
Nova Gorica DOLENJSKA
Koper from 10.11.2007: 290.000
Izola ca. 18.500
Piran Novo Mesto
Portorož Brežice
Krško
Trebnje
Ribnica
Kočevje

4. Creating an attractive digital newsportal

„Live commenting“ tools

3D digital game with virtual advertising
16 million games played online
> 150.000 downloads of the game

EURO2008: Football challenge
> 150.000 players
Advertisers: Coca Cola, Nokia,
Hyundai, Canon, McDonalds …

IV. The results (so far …)

Becoming Slovenia´s nr. 1 daily within 5 weeks
Slo.Novice 94.384
Delo 67.275
Dnevnik 50.848
Večer 45.209
Distributed circulation. Source for all other newspapers: RPN Okt-Dez 2007 (distribuirana naklada)

Market share: % of total dailies distributed circulation
Finance
Primorske novice
žurnal24
Večer
Dnevnik
Slovenske novice
Delo
Source: RPN Jan-March 2008
Primorske novice: assumption, because they do not provide data (25.000 pc.)

After 9 months on the market…
Readership: žurnal24 > Delo, Dnevnik & Večer
(Yellow
newspaper)
Source: NRB 2007 II-2008 I
(žurnal24: 2008 I)

Žurnal24: The absolute NR. 1 URBAN DAILY
Percentage of population in the cities of Ljubljana, Maribor, Celje, Kranj and Koper daily
reading the following newspapers
To read: 21,7% of the population of the cities of Source: NRB OmniView2007 II-2008 I
Ljubljana, Maribor, Celje, Kranj and Koper daily read žurnal24 (žurnal24 since 1.1.2008)

žurnal24: Absolute Nr. 1 for young age groups
Percentage of readers in different age groups
High percentage of 50+ readers
for other daily newspapers
64% under 39
77% under 49
Source: NRB 2007 II-2008 I
(žurnal24: 2008 I)

žurnal: The fastest growing newspaper
Readership in 1.000 NRB 2006/02-2008/01
+100.0
00 rea
ders in
1 year
!
Source: NRB 2006-2008

žurnal: close to 50% reach in urban areas
Percentage of population in the cities of Ljubljana, Maribor, Celje, Kranj and Koper reading the
following newspapers
Half of the population of the big cities read
EVERY ISSUE of žurnal.
To read: 49% of the population of the cities of Source: NRB OmniView2007 II-2008 I
Ljubljana, Maribor, Celje, Kranj and Koper read žurnal

zurnal24.si is Slovenia´s fastest-growing portal
Percentage of Slovene population (10-75) using different newspaper portals
delo.si
finance.si
vecer.si
dnevnik.si
½ year after launch: 400.000 unique clients (technical measurement)
Quelle: MOSS Jesen 2007 & Pomlad 2008

Development monthly visits Oct 07 – Sept 08

V. Some „ŽURNAL-tools“

User-generated content system

User-generated contents

The live screen

Visible in the centre of the newsroom

THANK YOU.

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