Greatest
challenges
of online
publishers
(and how we
meet them
at Poland’s
Agora)
Tomasz
Józefacki

We
promote
Internet
as
an
effec/ve
adver/sing
medium
and
a
good
business

1
How
to
protect
our
content
and
compete
with
aggregators?

How
to
make
money
in
the
free
economy?

How
to
take
advantage
of
growing
popularity
of
online
video?

How to compete with online
services like Facebook or Twi?er
for users’ time and attention?

How
to
deal
with
our
users’
deepening
adver/sing
blindness?

How
to
give
users
the
ads
of
products,
services
they
really
search
for?

How
to
counter
media
fragmenta/on?

How
to
effec/vely
deal
with
calls
for
regula/on?

We
are
the
leading
Polish
media
group
298
million
euro
in
revenues
(2008)

We
are
the
largest
former
newspaper
publisher
on
the
Polish
net
9.6
million
58%
20%
total
reach
online
real
users
(July
among
ad
revenue
2009)
all
Polish
online
as
percentage
of
users
total
ad
revenue
of
newspaper
division
+37%
+11%
y/y
change
y/y
change
(1H
2009)

Top websites (Jul ’09) Gazeta.pl in categories
Users in
No. Property million Category Position
total Internet 16.7 total Polish Internet 7
1 Google 15.6 Recruitment 1
2 Onet 12.2 Real estate 2
3 Nasza-Klasa 11.7 Communities 2
4 Wirtualna Polska 10.7 Sport 3
5 Allegro 10.5 News and opinion 3
6 Interia 10.1 Lifestyle 5
7 Gazeta.pl 9.6 New technologies 5
9 o2 9.4 Automotive 6
9 YouTube 9.2 Business, finance, law 7
10 Wikipedia 7.4 Culture, entertainment 8
Dziennik 1.5 Education 13
Rzeczpospolita 0.9 Travel 13

We
are
the
largest
original
mul/media
content
producer
on
the
Polish
Internet
70+
online
brands
under
Gazeta.pl
umbrella

We
introduce
paid
content
services
and
apps,
experiment
with
e-­‐commerce

We produce
original news,
documentary,
entertainment video
content and...
online TV series

We
host
2nd
largest
online
community
in
Poland
100
million
posts
on
forums
143
thousand
blogs

We
integrate
ads
with
some
non-­‐
journalis/c
content,
events

We
build
quality
focused
adver/sing
networks
with
other
publishers

We
fill
all
niches,
expand
tradi/onal
paper
brands

We
work
with
local
organiza/ons
and
OPA
Europe
to
promote
quality
standards
and
self-­‐
regula/on

Questions?
Tomasz
Józefacki
member 
of the board
Agora SA,
president 
of OPA Europe
Agora SA
Czerska 8-10
PL 00-732 Warsaw
e-mail:
tomasz.jozefacki@agora.pl
phone:
+48 22 555 60 51

Sources of data:
Slide 10. Revenue for 2008: Agora’s annual report for 2008. 11. Usage
and reach of Gazeta.pl in June 2009: Megapanel PBI/Gemius. Online
ads vs. Print ads: Agora’s financial report for 2Q 2009. 12. Market
position of Gazeta.pl in June 2009: Megapanel PBI/Gemius. 16.
Results according to Agora’s press releases.
Sources of illustrations:
Slide 1. Photo: Agora. 2. Logos: OPA. 3. Photo: Faketrix.com.
4. Cover: Amazon.com. 5. Photo: Alfabravo.com. 6. Poster: United
Artists. 7. Photo: Flickr/World_waif. 8. Photo: Flickr/Photomishdan.
9. Photo montage: Flickr/Mrehan00. 10. Photos: Agora. 11. Photo:
Agora. 13. Web: Gazeta.pl. 14. Web: Odwazsie.pl, Komukomu.pl.
15. Photos: Agora. 16. Photos: readers of Gazeta Wyborcza/School of
photography project. 17. Web: Kotek.pl, Gazeta.pl. 18. Photo: Agora/
Glossy Media press pack. 19. Web: Wyborcza.pl, Wyborcza.biz. 20.
Poster: United Artists. 21. Photo: Agora
Photos downloaded from Flickr.com and other third-party websites
were used under Creative Commons licence ver. 3.0.