grzegorz piechota
DESCRIPTION
TRANSCRIPT
KIEV UKRAINE 29/11/2010
MY HOMETOWN
WROCLAW, POLAND
WROCLAW 4TH LARGEST CITY IN POLAND630,000 PEOPLE / RICH HISTORY
1997
THE MILLENNIAL FLOOD56 DEAD / 7,000 HOMELESS / $3.5 BLN LOST IN TOTAL
WROCLAW 40% OF THE CITY AFFECTEDWATER 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 AFFECTED25 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 PARKINGS AND ESCAPE. WHERE ARE THE CITY OFFICIALS?
MARTA | I AM AT PLESZEWSKA STREET. WE’VE RUN OUT OF SAND. COME HERE WITH SAND, PLEASE!
PIOTR | NEWEST DATA FROM THE CHECK POINT ON THE ODRA RIVER: WATER IS 637 CM HIGH
MARIUSZ | SOLDIERS SEEN IN THE NEIGHBOURHOOD. ARE THEY GOING TO BLOW EMBANKMENTS?
REPORT FROM A STRONGHOLDMARIUSZ | CALLED THE CRISIS MANAGEMENT OFFICE. THERE ARE NO PLANS TO BLOW EMBANKMENTS
MICHAL | KOZANOW DISTRICT’S FIGHTING. 9 LORRIES WITH SOLDIERS, 4 DIGGERS, HUNDREDS OF PEOPLE HELP
KIEPAS | FOG OVER THE CITY. TEMPERATURE 13 DEGREES. HUMIDITY 93%. NO RAIN AT THE MOMENT
GOSIA | CAN’T HELP YOU AS I AM IN FRANCE NOW, BUT I AM FOLLOWING YOU AND WISH GOOD LUCK!
REPORT FROM A STRONGHOLDMARIUSZ | POKOJ BRIDGE IS STILL OPEN. MARCINIAK HOSPITAL IS SAFE -- NEWS CONFIRMED
PAWEL | IS HERE ANYBODY FROM PIESZA STREET? CAN’T CONTACT MY GRANDPARENTS. WHAT’S UP THERE?
KAJETAN | I AM BACK FROM KOZANOW. WORKING ALL NIGHT. NEIGHBOURS BROUGHT US STRAWBERRIES
KRZYSZTOF | UPLOADED FRESH PICTURES. RIVER IS ONLY 1 METER BELOW THE TOP OF EMBANKMENT
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 DAYS
157,000 UNIQUE USERS
499,000 VISITS
2,489,000 PAGE VIEWS
50% TRAFFIC VIA SEARCH
PAWEL’S BLOG IN 5 DAYS
300 CONTRIBUTORS
3,000 NEWS ITEMS RECEIVED
4 GB MULTIMEDIA UPLOADED
8,500 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 EXISTED2,600+ FRIENDS ON FACEBOOK / OTHER FEEDS PRESENTBLOG ESTABLISHED 5 YEARS AGO / LINKS ON 569 SITES
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 CHALLENGED BY OUR OWN READERS?
WE’VE BROUGHT IT UPON OURSELVES!
1989 UNDERGROUND OPPOSITION, COMMUNISTS AGREE ON THE FIRST FREE ELECTIONS
GAZETA LAUNCHED BY SOLIDARITY ACTIVISTSAND UNDERGROUND JOURNALISTS
21 YEARS SUPPORTED REFORMS, NATO, EUHELPED TO CREATE OPEN SOCIETY
GAZETA + WEB + MAGS + BOOKS + OUTDOOR + RADIO + MUSIC, TV PROD. + CINEMAS
GAZETA BESTSELLING QUALITY NEWSPAPER38% SHARE IN DAILIES’ AD MARKET
347thousand copies sold in newstandson average dayin 2009
4.2million readersreached inan averageweek (2009)Source: PBC, Agora, 2009
GAZETA.PL POLISH PORTAL NO. 2 / SITE NO. 4 UMBRELLA FOR 90+ NICHE BRANDS
Source: PBI/Gemius, Feb. 2010
In websites’ categoriesIn websites’ categoriesCategory Position
total Polish online market 4
Recruitment 1
Real estate 1
Social networks 2
Sport 2
News, opinions, media 2
Education 3
Lifestyle 4
Automotive 5
New technologies 5
Business, finance, law 6
Culture, entertainment 8
Tourism 11
11.7million real users in March 2010
6.1million real users on news services
64.4%total reach among Polish internet users
REVENUE OUR ONLINE DIVISION REACHED POSITIVE EBITDA ON 1Q 2010
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)
0
5
10
15
20
25
Asia Pacific Africa South America North America Europe Gazeta.pl
2411.55.62.33.51.9
Online ad revenue as the percentage of total ad revenue of a newspaper company. Average numbers vs. Gazeta.pl performance
FORUMS MEETING PLACES ON 6,294 TOPICS111,194,000+ POSTS / 1,854,000+ PHOTOS
BLOGS 176,000+ INDIVIDUAL ACTIVE BLOGSBIGGEST 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 LOCAL CHALLENGE
21 LOCAL EDITIONS NATIONAL, LOCAL PAPER IN ONE
26 LOCAL PORTALS3.2 MLN REAL USERS / 56 MLN PAGE VIEWS (03.2010)
DIFFERENCE?
PRINT VS. ONLINE
NEWSROOM
WEB
SALES
REAL-TIME INFORMATION DRIVEN / USEFUL CITY INFO + BREAKING NEWS / UGC PROMOTED
STORY DRIVEN / FEATURE-LIKE WRITING STYLE /CAMPAIGNING / STRONG IN EDITORS’ COMMENTS
INTEGRATED / ONE COMMAND, TEAM / 1-4 FTE WEB-FOCUSED
INTEGRATED / GAZETA VERTICALS INCLUDED / EXTENSIVE USE OF SELF-SERVICE SYSTEMS
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 SCHOOLCHECK THE IMPACT OF THE WEB
MOVE PEOPLE 611 RUNNING EVENTS100,000+ 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: [email protected].: +48507095928 | WWW: FORUM4EDITORS.COM