KIEV UKRAINE   29/11/2010
MY HOMETOWN        WROCLAW, POLAND
WROCLAW   4TH LARGEST CITY IN POLAND          630,000 PEOPLE / RICH HISTORY
1997
THE MILLENNIAL FLOOD56 DEAD / 7,000 HOMELESS / $3.5 BLN LOST IN TOTAL
WROCLAW   40% OF THE CITY AFFECTED          WATER UP TO 3 METERS HIGH
REPORTER LOST IN A FIELDINTERNET IS STILL A TOY / MOBILE PHONES ARE RARE
MEDIA HIT, BUT IN SERVICELOCAL TV BECOMES A COMMAND, CONTACT CENTREALL 4 NEWSPAPERS SUNK / 2 KEPT PUBLISHING
2010
AGAIN   15 OUT OF 16 REGIONS AFFECTED        25 DEAD / LOSSES STILL UNKNOWN
WAVE COMES TO WROCLAWPEOPLE JOIN FIRE-FIGHTERS, DEFEND THEIR CITY
REPORT FROM A STRONGHOLDKOZANOW DISTRICT / SATURDAY / MAY 22 / 5.00 AM
REPORT FROM A STRONGHOLDBARTEK | PEOPLE TAKE AWAY CARS FROM PARKINGSAND ESCAPE. WHERE ARE THE CITY OFFICIALS?MARTA | I AM ...
REPORT FROM A STRONGHOLDMARIUSZ | CALLED THE CRISIS MANAGEMENT OFFICE.THERE ARE NO PLANS TO BLOW EMBANKMENTSMICHAL | KOZAN...
REPORT FROM A STRONGHOLDMARIUSZ | POKOJ BRIDGE IS STILL OPEN. MARCINIAKHOSPITAL IS SAFE -- NEWS CONFIRMEDPAWEL | IS HERE A...
REPORT FROM A STRONGHOLDAMATEUR FOOTAGE TAKEN WITH A MOBILE PHONE
WROCLAW UNDER WATER
HISTORY REPEATS ITSELF?
MEDIA MOGUL OF THE FLOOD29 YEARS OLD / SMALL COMPANY OWNER / BLOGGER
BLOG VS. NEWSPAPERS24/7 LIVE COVERAGE / UPDATED TEXT, PHOTOS, VIDEOS
PAWEL’S BLOG IN 5 DAYS157,000 UNIQUE USERS499,000 VISITS2,489,000 PAGE VIEWS50% TRAFFIC VIA SEARCH
PAWEL’S BLOG IN 5 DAYS300 CONTRIBUTORS3,000 NEWS ITEMS RECEIVED4 GB MULTIMEDIA UPLOADED8,500 COMMENTS POSTED
SOME FACTORS OF SUCCESS
BIG HUNGER FOR LOCAL NEWSPOOR OFFICIAL INFO / NO UPDATES / SITE OFTEN DOWN
DISTRUST TOWARDS GOV’TMAYOR: “KOZANOW DISTRICT IS THE SAFEST PLACE”
TV FOCUSED ON HOT SPOTSTV NEWS CHANNELS JUMPED FROM ONE CITY TO ANOTHER“THEY ALWAYS SHOW OTHER STREET THAN MINE”
COULDN’T THE RIVER WAIT?WEEKEND’S DEAD FOR PAPERS / NO SUNDAY EDITIONS
LOCAL INTERNET SHINESMORE COMPREHENSIVE THAN BROADCASTING, BUT...
EVERYBODY’S A REPORTER NOWDIGITAL CAMERAS / MOBILE PHONES / INTERNET
PEOPLE WANT TO SHARELEGACY MEDIA USE UGC, BUT THEY DO IT ON THEIR TERMS
COMMUNITY ALREADY EXISTEDBLOG ESTABLISHED 5 YEARS AGO / LINKS ON 569 SITES2,600+ FRIENDS ON FACEBOOK / OTHER FEEDS PRESENT
PROMOTED BY LEGACY MEDIACOOL STORY FOR NEWSPAPERS, RADIO, TV, WEBSITES
COMMITMENT IS CRUCIALSIMILAR BLOGS DID NOT SUCCEED EVEN IN WROCLAW
HOW IS IT TO BE CHALLENGEDBY OUR OWN READERS?
WE’VE BROUGHT ITUPON OURSELVES!
1989   UNDERGROUND OPPOSITION, COMMUNISTS       AGREE ON THE FIRST FREE ELECTIONS
GAZETA   LAUNCHED BY SOLIDARITY ACTIVISTS         AND UNDERGROUND JOURNALISTS
21 YEARS   SUPPORTED REFORMS, NATO, EU           HELPED TO CREATE OPEN SOCIETY
GAZETA   + WEB + MAGS + BOOKS + OUTDOOR +         RADIO + MUSIC, TV PROD. + CINEMAS
GAZETA                     BESTSELLING QUALITY NEWSPAPER                           38% SHARE IN DAILIES’ AD MARKET347thous...
GAZETA.PL               POLISH PORTAL NO. 2 / SITE NO. 4                        UMBRELLA FOR 90+ NICHE BRANDS             ...
REVENUE                                  OUR ONLINE DIVISION REACHED                                          POSITIVE EBI...
FORUMS   MEETING PLACES ON 6,294 TOPICS         111,194,000+ POSTS / 1,854,000+ PHOTOS
BLOGS   176,000+ INDIVIDUAL ACTIVE BLOGS        BIGGEST BLOGGING PLATFORM IN PL
ONE OF US   PAWEL’S BLOG BECAME NO. 1            OF OUR PLATFORM’S TOP 1000
WE MAKE MONEY TOGETHERPAWEL USES OUR SELF-SERVICE ADVERTISING NETWORK
AD NETWORK FOR NICHE SITES80% OF OUR PORTFOLIO / 13,000 INDEPENDENT PUBLISHERS
THE LOCALCHALLENGE
21 LOCAL EDITIONS   NATIONAL, LOCAL                    PAPER IN ONE
26 LOCAL PORTALS3.2 MLN REAL USERS / 56 MLN PAGE VIEWS (03.2010)
DIFFERENCE?
PRINT VS. ONLINENEWSROOM           INTEGRATED / ONE COMMAND,                   TEAM / 1-4 FTE WEB-FOCUSEDPRINT   STORY DRI...
BOLD CHOICE   THE MOST USEFUL? NO,              THE MOST CONTROVERSIAL
ACTION   SOCIAL NETS MORE EFFICIENT FOR         COORDINATION THAN FOR DEBATE
BOLD OPINION   DEBUNKING MYTHS ABOUT               2010 FLOOD IN WROCLAW
POST-FLOOD GRILLINGOPINION BY LEGACY MEDIA STILL COUNTS MORE
SHARING   PEOPLE SHARE MORE IF THEY          SEE THE DIFFERENCE THEY MAKE
CALL’EM   NEWSPAPER STORY ABOUT POOR          QUALITY OF FOOD IN HOSPITALS
THEY RESPOND   PORTAL’S MAIN STORY               OUT OF READERS’ PHOTOS
TRAIN THEM, GIVE TOOLSOUR PHOTO SCHOOL / 250,000+ ENTRIES / LIVE EVENTS
INSPIRE TO CHANGE THE WORLD40,000 MOTHERS REVIEW HOSPITALS / SET STANDARDS
DEBATE ON OUR FUTURE70,000 LETTERS IN LOCAL DEBATES RUN NATIONWIDE
DISCOVER   25 REPORTERS GO BACK TO SCHOOL           CHECK THE IMPACT OF THE WEB
MOVE PEOPLE   611 RUNNING EVENTS              100,000+ PARTICIPANTS
GUIDE THEM IF YOU CANCITY WALKS AS A FREE ADD-ON TO OUR LOCAL GUIDES
STAY OPEN   SPACE FREED BY CLASSIFIED AD            SALES RE-ARRANGED AS CAFES
LOOK THROUGH THE WINDOWLOCAL REPORTING CAN’T RELY ON TECH, UGC ONLY
THANKSGRZEGORZ PIECHOTA HEAD OF SOCIAL CAMPAIGNSAT GAZETA WYBORCZA | PRESIDENT OF INMA EUROPEMAIL: GRZEGORZ.PIECHOTA@AGORA...
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Grzegorz piechota

  1. 1. KIEV UKRAINE 29/11/2010
  2. 2. MY HOMETOWN WROCLAW, POLAND
  3. 3. WROCLAW 4TH LARGEST CITY IN POLAND 630,000 PEOPLE / RICH HISTORY
  4. 4. 1997
  5. 5. THE MILLENNIAL FLOOD56 DEAD / 7,000 HOMELESS / $3.5 BLN LOST IN TOTAL
  6. 6. WROCLAW 40% OF THE CITY AFFECTED WATER UP TO 3 METERS HIGH
  7. 7. REPORTER LOST IN A FIELDINTERNET IS STILL A TOY / MOBILE PHONES ARE RARE
  8. 8. MEDIA HIT, BUT IN SERVICELOCAL TV BECOMES A COMMAND, CONTACT CENTREALL 4 NEWSPAPERS SUNK / 2 KEPT PUBLISHING
  9. 9. 2010
  10. 10. AGAIN 15 OUT OF 16 REGIONS AFFECTED 25 DEAD / LOSSES STILL UNKNOWN
  11. 11. WAVE COMES TO WROCLAWPEOPLE JOIN FIRE-FIGHTERS, DEFEND THEIR CITY
  12. 12. REPORT FROM A STRONGHOLDKOZANOW DISTRICT / SATURDAY / MAY 22 / 5.00 AM
  13. 13. REPORT FROM A STRONGHOLDBARTEK | PEOPLE TAKE AWAY CARS FROM PARKINGSAND ESCAPE. WHERE ARE THE CITY OFFICIALS?MARTA | I AM AT PLESZEWSKA STREET. WE’VE RUNOUT OF SAND. COME HERE WITH SAND, PLEASE!PIOTR | NEWEST DATA FROM THE CHECK POINT ONTHE ODRA RIVER: WATER IS 637 CM HIGHMARIUSZ | SOLDIERS SEEN IN THE NEIGHBOURHOOD.ARE THEY GOING TO BLOW EMBANKMENTS?
  14. 14. REPORT FROM A STRONGHOLDMARIUSZ | CALLED THE CRISIS MANAGEMENT OFFICE.THERE ARE NO PLANS TO BLOW EMBANKMENTSMICHAL | KOZANOW DISTRICT’S FIGHTING. 9 LORRIESWITH SOLDIERS, 4 DIGGERS, HUNDREDS OF PEOPLE HELPKIEPAS | FOG OVER THE CITY. TEMPERATURE 13DEGREES. HUMIDITY 93%. NO RAIN AT THE MOMENTGOSIA | CAN’T HELP YOU AS I AM IN FRANCE NOW, BUTI AM FOLLOWING YOU AND WISH GOOD LUCK!
  15. 15. REPORT FROM A STRONGHOLDMARIUSZ | POKOJ BRIDGE IS STILL OPEN. MARCINIAKHOSPITAL IS SAFE -- NEWS CONFIRMEDPAWEL | IS HERE ANYBODY FROM PIESZA STREET? CAN’TCONTACT MY GRANDPARENTS. WHAT’S UP THERE?KAJETAN | I AM BACK FROM KOZANOW. WORKING ALLNIGHT. NEIGHBOURS BROUGHT US STRAWBERRIESKRZYSZTOF | UPLOADED FRESH PICTURES. RIVER ISONLY 1 METER BELOW THE TOP OF EMBANKMENT
  16. 16. REPORT FROM A STRONGHOLDAMATEUR FOOTAGE TAKEN WITH A MOBILE PHONE
  17. 17. WROCLAW UNDER WATER
  18. 18. HISTORY REPEATS ITSELF?
  19. 19. MEDIA MOGUL OF THE FLOOD29 YEARS OLD / SMALL COMPANY OWNER / BLOGGER
  20. 20. BLOG VS. NEWSPAPERS24/7 LIVE COVERAGE / UPDATED TEXT, PHOTOS, VIDEOS
  21. 21. PAWEL’S BLOG IN 5 DAYS157,000 UNIQUE USERS499,000 VISITS2,489,000 PAGE VIEWS50% TRAFFIC VIA SEARCH
  22. 22. PAWEL’S BLOG IN 5 DAYS300 CONTRIBUTORS3,000 NEWS ITEMS RECEIVED4 GB MULTIMEDIA UPLOADED8,500 COMMENTS POSTED
  23. 23. SOME FACTORS OF SUCCESS
  24. 24. BIG HUNGER FOR LOCAL NEWSPOOR OFFICIAL INFO / NO UPDATES / SITE OFTEN DOWN
  25. 25. DISTRUST TOWARDS GOV’TMAYOR: “KOZANOW DISTRICT IS THE SAFEST PLACE”
  26. 26. TV FOCUSED ON HOT SPOTSTV NEWS CHANNELS JUMPED FROM ONE CITY TO ANOTHER“THEY ALWAYS SHOW OTHER STREET THAN MINE”
  27. 27. COULDN’T THE RIVER WAIT?WEEKEND’S DEAD FOR PAPERS / NO SUNDAY EDITIONS
  28. 28. LOCAL INTERNET SHINESMORE COMPREHENSIVE THAN BROADCASTING, BUT...
  29. 29. EVERYBODY’S A REPORTER NOWDIGITAL CAMERAS / MOBILE PHONES / INTERNET
  30. 30. PEOPLE WANT TO SHARELEGACY MEDIA USE UGC, BUT THEY DO IT ON THEIR TERMS
  31. 31. COMMUNITY ALREADY EXISTEDBLOG ESTABLISHED 5 YEARS AGO / LINKS ON 569 SITES2,600+ FRIENDS ON FACEBOOK / OTHER FEEDS PRESENT
  32. 32. PROMOTED BY LEGACY MEDIACOOL STORY FOR NEWSPAPERS, RADIO, TV, WEBSITES
  33. 33. COMMITMENT IS CRUCIALSIMILAR BLOGS DID NOT SUCCEED EVEN IN WROCLAW
  34. 34. HOW IS IT TO BE CHALLENGEDBY OUR OWN READERS?
  35. 35. WE’VE BROUGHT ITUPON OURSELVES!
  36. 36. 1989 UNDERGROUND OPPOSITION, COMMUNISTS AGREE ON THE FIRST FREE ELECTIONS
  37. 37. GAZETA LAUNCHED BY SOLIDARITY ACTIVISTS AND UNDERGROUND JOURNALISTS
  38. 38. 21 YEARS SUPPORTED REFORMS, NATO, EU HELPED TO CREATE OPEN SOCIETY
  39. 39. GAZETA + WEB + MAGS + BOOKS + OUTDOOR + RADIO + MUSIC, TV PROD. + CINEMAS
  40. 40. GAZETA BESTSELLING QUALITY NEWSPAPER 38% SHARE IN DAILIES’ AD MARKET347thousand copiessold in newstandson average dayin 20094.2million readersreached inan averageweek (2009)Source: PBC, Agora, 2009
  41. 41. GAZETA.PL POLISH PORTAL NO. 2 / SITE NO. 4 UMBRELLA FOR 90+ NICHE BRANDS In websites’ categories11.7 Category total Polish online market Position 4million real users Recruitment 1in March 2010 Real estate 1 Social networks 26.1 Sport News, opinions, media 2 2million real users Education 3on news services Lifestyle 4 Automotive 564.4% New technologies Business, finance, law 5 6total reach among Culture, entertainment 8Polish internet users Tourism 11 Source: PBI/Gemius, Feb. 2010
  42. 42. REVENUE OUR ONLINE DIVISION REACHED POSITIVE EBITDA ON 1Q 2010 Online ad revenue as the percentage of total ad revenue of a newspaper company. Average numbers vs. Gazeta.pl performance252015105 1.9 3.5 2.3 5.6 11.5 240 Asia Pacific Africa South America North America Europe Gazeta.pl Source: World Association of Newspapers: Borell Benchmarking New Digital Revenues Survey, 2008; Agora financial reports for 2009 (ad revenues for newspaper publishing and internet divisions)
  43. 43. FORUMS MEETING PLACES ON 6,294 TOPICS 111,194,000+ POSTS / 1,854,000+ PHOTOS
  44. 44. BLOGS 176,000+ INDIVIDUAL ACTIVE BLOGS BIGGEST BLOGGING PLATFORM IN PL
  45. 45. ONE OF US PAWEL’S BLOG BECAME NO. 1 OF OUR PLATFORM’S TOP 1000
  46. 46. WE MAKE MONEY TOGETHERPAWEL USES OUR SELF-SERVICE ADVERTISING NETWORK
  47. 47. AD NETWORK FOR NICHE SITES80% OF OUR PORTFOLIO / 13,000 INDEPENDENT PUBLISHERS
  48. 48. THE LOCALCHALLENGE
  49. 49. 21 LOCAL EDITIONS NATIONAL, LOCAL PAPER IN ONE
  50. 50. 26 LOCAL PORTALS3.2 MLN REAL USERS / 56 MLN PAGE VIEWS (03.2010)
  51. 51. DIFFERENCE?
  52. 52. PRINT VS. ONLINENEWSROOM INTEGRATED / ONE COMMAND, TEAM / 1-4 FTE WEB-FOCUSEDPRINT STORY DRIVEN / FEATURE-LIKE WRITING STYLE / CAMPAIGNING / STRONG IN EDITORS’ COMMENTSWEB REAL-TIME INFORMATION DRIVEN / USEFUL CITY INFO + BREAKING NEWS / UGC PROMOTEDSALES INTEGRATED / GAZETA VERTICALS INCLUDED / EXTENSIVE USE OF SELF-SERVICE SYSTEMS
  53. 53. BOLD CHOICE THE MOST USEFUL? NO, THE MOST CONTROVERSIAL
  54. 54. ACTION SOCIAL NETS MORE EFFICIENT FOR COORDINATION THAN FOR DEBATE
  55. 55. BOLD OPINION DEBUNKING MYTHS ABOUT 2010 FLOOD IN WROCLAW
  56. 56. POST-FLOOD GRILLINGOPINION BY LEGACY MEDIA STILL COUNTS MORE
  57. 57. SHARING PEOPLE SHARE MORE IF THEY SEE THE DIFFERENCE THEY MAKE
  58. 58. CALL’EM NEWSPAPER STORY ABOUT POOR QUALITY OF FOOD IN HOSPITALS
  59. 59. THEY RESPOND PORTAL’S MAIN STORY OUT OF READERS’ PHOTOS
  60. 60. TRAIN THEM, GIVE TOOLSOUR PHOTO SCHOOL / 250,000+ ENTRIES / LIVE EVENTS
  61. 61. INSPIRE TO CHANGE THE WORLD40,000 MOTHERS REVIEW HOSPITALS / SET STANDARDS
  62. 62. DEBATE ON OUR FUTURE70,000 LETTERS IN LOCAL DEBATES RUN NATIONWIDE
  63. 63. DISCOVER 25 REPORTERS GO BACK TO SCHOOL CHECK THE IMPACT OF THE WEB
  64. 64. MOVE PEOPLE 611 RUNNING EVENTS 100,000+ PARTICIPANTS
  65. 65. GUIDE THEM IF YOU CANCITY WALKS AS A FREE ADD-ON TO OUR LOCAL GUIDES
  66. 66. STAY OPEN SPACE FREED BY CLASSIFIED AD SALES RE-ARRANGED AS CAFES
  67. 67. LOOK THROUGH THE WINDOWLOCAL REPORTING CAN’T RELY ON TECH, UGC ONLY
  68. 68. THANKSGRZEGORZ PIECHOTA HEAD OF SOCIAL CAMPAIGNSAT GAZETA WYBORCZA | PRESIDENT OF INMA EUROPEMAIL: GRZEGORZ.PIECHOTA@AGORA.PLTEL.: +48507095928 | WWW: FORUM4EDITORS.COM

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