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Be creative:
Styria Medien AG launches in Slovenia

                 Dietmar Sternad
       Managing Director, žurnal medi...
I. The initial situation
Stuck in the middle with a free weekly (2006)

                                          New market entrant
           CIR...
II. The stategic plan
“Don´t change the the circulation.
       Change the game.“
The new combined multi-platform model


           110.000 circulation
                                    290.000 circula...
… all out of one newsroom


                                      Reaching a
                             young, active, m...
III. The implementation
One question first:

               How many of you …

          …. read a broadsheet newspaper
     thoroughly from the b...
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 employee...
3. Build a comprehensive distribution system
 > 300 distribution boxes    > 300 busses




      > 60 hawkers
            ...
6 a.m. in 30 cities all around the country


                                                                             ...
The box: 3 morning hours in 17 seconds
Žurnal is household-delivered by post
 every Saturday in more than 30 cities.
   Circulation per region:

                ...
4. Creating an attractive digital newsportal
„Live commenting“ tools
3D digital game with virtual advertising

                  16 million games played online
                  > 150.000 dow...
EURO2008: Football challenge

                         > 150.000 players

                         Advertisers: Coca Cola,...
IV. The results (so far …)
Becoming Slovenia´s nr. 1 daily within 5 weeks




                                                                       ...
Market share: % of total dailies distributed circulation

                                                                ...
After 9 months on the market…
Readership: žurnal24 > Delo, Dnevnik & Večer




         (Yellow
       newspaper)




    ...
Žurnal24: The absolute NR. 1 URBAN DAILY
Percentage of population in the cities of Ljubljana, Maribor, Celje, Kranj and Ko...
žurnal24: Absolute Nr. 1 for young age groups
Percentage of readers in different age groups
                              ...
žurnal: The fastest growing newspaper
Readership in 1.000 NRB 2006/02-2008/01

                                          +...
žurnal: close to 50% reach in urban areas
Percentage of population in the cities of Ljubljana, Maribor, Celje, Kranj and K...
zurnal24.si is Slovenia´s fastest-growing portal
  Percentage of Slovene population (10-75) using different newspaper port...
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.
INMA
36th
European
Conference




              Next:

         Marina
Dedenko

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Be creative: Styria Medien AG launches in Slovenia - Dietmar Sternad

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Be creative: Styria Medien AG launches in Slovenia - Dietmar Sternad

  1. 1. Be creative: Styria Medien AG launches in Slovenia Dietmar Sternad Managing Director, žurnal media, d.o.o. October 2008
  2. 2. I. The initial situation
  3. 3. 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
  4. 4. II. The stategic plan “Don´t change the the circulation. Change the game.“
  5. 5. The new combined multi-platform model 110.000 circulation 290.000 circulation street-delivered household-delivered Weekdays Monday-Friday Weekend 24/7 Digital
  6. 6. … all out of one newsroom Reaching a young, active, mobile audience „Reach-jumbo“ in households (Saturday = reading day) „Anytime, anywhere“
  7. 7. III. The implementation
  8. 8. One question first: How many of you … …. read a broadsheet newspaper thoroughly from the beginning to the end on a normal working day?
  9. 9. 1. Create a product
  10. 10. 1. Create a product: time-efficient quality news
  11. 11. 1. Create a product
  12. 12. 1. Create a product
  13. 13. 1. Create a product
  14. 14. 1. Create a product
  15. 15. 1. Create a product
  16. 16. 3 guiding principles: 1. INDEPENDENCE 2. FREE = QUALITY 3. USEPAPER
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. The box: 3 morning hours in 17 seconds
  21. 21. 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
  22. 22. 4. Creating an attractive digital newsportal
  23. 23. „Live commenting“ tools
  24. 24. 3D digital game with virtual advertising 16 million games played online > 150.000 downloads of the game
  25. 25. EURO2008: Football challenge > 150.000 players Advertisers: Coca Cola, Nokia, Hyundai, Canon, McDonalds …
  26. 26. IV. The results (so far …)
  27. 27. 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)
  28. 28. 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.)
  29. 29. After 9 months on the market… Readership: žurnal24 > Delo, Dnevnik & Večer (Yellow newspaper) Source: NRB 2007 II-2008 I (žurnal24: 2008 I)
  30. 30. 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)
  31. 31. 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)
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. Development monthly visits Oct 07 – Sept 08
  36. 36. V. Some „ŽURNAL-tools“
  37. 37. User-generated content system
  38. 38. User-generated contents
  39. 39. The live screen
  40. 40. Visible in the centre of the newsroom
  41. 41. THANK YOU.
  42. 42. INMA
36th
European
Conference
 Next:
 Marina
Dedenko


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