1. KIEV UKRAINE 29/11/2010

2. MY HOMETOWN
WROCLAW, POLAND

3. WROCLAW 4TH LARGEST CITY IN POLAND
630,000 PEOPLE / RICH HISTORY

4. 1997

5. THE MILLENNIAL FLOOD
56 DEAD / 7,000 HOMELESS / $3.5 BLN LOST IN TOTAL

6. WROCLAW 40% OF THE CITY AFFECTED
WATER UP TO 3 METERS HIGH

7. REPORTER LOST IN A FIELD
INTERNET IS STILL A TOY / MOBILE PHONES ARE RARE

8. MEDIA HIT, BUT IN SERVICE
LOCAL TV BECOMES A COMMAND, CONTACT CENTRE
ALL 4 NEWSPAPERS SUNK / 2 KEPT PUBLISHING

9. 2010

10. AGAIN 15 OUT OF 16 REGIONS AFFECTED
25 DEAD / LOSSES STILL UNKNOWN

11. WAVE COMES TO WROCLAW
PEOPLE JOIN FIRE-FIGHTERS, DEFEND THEIR CITY

12. REPORT FROM A STRONGHOLD
KOZANOW DISTRICT / SATURDAY / MAY 22 / 5.00 AM

13. REPORT FROM A STRONGHOLD
BARTEK | 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?

14. REPORT FROM A STRONGHOLD
MARIUSZ | 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!

15. REPORT FROM A STRONGHOLD
MARIUSZ | 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

16. REPORT FROM A STRONGHOLD
AMATEUR FOOTAGE TAKEN WITH A MOBILE PHONE

17. WROCLAW UNDER WATER

18. HISTORY REPEATS ITSELF?

19. MEDIA MOGUL OF THE FLOOD
29 YEARS OLD / SMALL COMPANY OWNER / BLOGGER

20. BLOG VS. NEWSPAPERS
24/7 LIVE COVERAGE / UPDATED TEXT, PHOTOS, VIDEOS

21. PAWEL’S BLOG IN 5 DAYS
157,000 UNIQUE USERS
499,000 VISITS
2,489,000 PAGE VIEWS
50% TRAFFIC VIA SEARCH

22. PAWEL’S BLOG IN 5 DAYS
300 CONTRIBUTORS
3,000 NEWS ITEMS RECEIVED
4 GB MULTIMEDIA UPLOADED
8,500 COMMENTS POSTED

23. SOME FACTORS OF SUCCESS

24. BIG HUNGER FOR LOCAL NEWS
POOR OFFICIAL INFO / NO UPDATES / SITE OFTEN DOWN

25. DISTRUST TOWARDS GOV’T
MAYOR: “KOZANOW DISTRICT IS THE SAFEST PLACE”

26. TV FOCUSED ON HOT SPOTS
TV NEWS CHANNELS JUMPED FROM ONE CITY TO ANOTHER
“THEY ALWAYS SHOW OTHER STREET THAN MINE”

27. COULDN’T THE RIVER WAIT?
WEEKEND’S DEAD FOR PAPERS / NO SUNDAY EDITIONS

28. LOCAL INTERNET SHINES
MORE COMPREHENSIVE THAN BROADCASTING, BUT...

29. EVERYBODY’S A REPORTER NOW
DIGITAL CAMERAS / MOBILE PHONES / INTERNET

30. PEOPLE WANT TO SHARE
LEGACY MEDIA USE UGC, BUT THEY DO IT ON THEIR TERMS

31. COMMUNITY ALREADY EXISTED
BLOG ESTABLISHED 5 YEARS AGO / LINKS ON 569 SITES
2,600+ FRIENDS ON FACEBOOK / OTHER FEEDS PRESENT

32. PROMOTED BY LEGACY MEDIA
COOL STORY FOR NEWSPAPERS, RADIO, TV, WEBSITES

33. COMMITMENT IS CRUCIAL
SIMILAR BLOGS DID NOT SUCCEED EVEN IN WROCLAW

34. HOW IS IT TO BE CHALLENGED
BY OUR OWN READERS?

35. WE’VE BROUGHT IT
UPON OURSELVES!

36. 1989 UNDERGROUND OPPOSITION, COMMUNISTS
AGREE ON THE FIRST FREE ELECTIONS

37. GAZETA LAUNCHED BY SOLIDARITY ACTIVISTS
AND UNDERGROUND JOURNALISTS

38. 21 YEARS SUPPORTED REFORMS, NATO, EU
HELPED TO CREATE OPEN SOCIETY

39. GAZETA + WEB + MAGS + BOOKS + OUTDOOR +
RADIO + MUSIC, TV PROD. + CINEMAS

40. GAZETA BESTSELLING QUALITY NEWSPAPER
38% SHARE IN DAILIES’ AD MARKET
347
thousand copies
sold in newstands
on average day
in 2009
4.2
million readers
reached in
an average
week (2009)
Source: PBC, Agora, 2009

41. GAZETA.PL POLISH PORTAL NO. 2 / SITE NO. 4
UMBRELLA FOR 90+ NICHE BRANDS
In websites’ categories
11.7 Category
total Polish online market
Position
4
million real users Recruitment 1
in March 2010 Real estate 1
Social networks 2
6.1 Sport
News, opinions, media
2
2
million real users Education 3
on news services Lifestyle 4
Automotive 5
64.4% New technologies
Business, finance, law
5
6
total reach among Culture, entertainment 8
Polish internet users Tourism 11
Source: PBI/Gemius, Feb. 2010

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 performance
25
20
15
10
5
1.9 3.5 2.3 5.6 11.5 24
0
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. FORUMS MEETING PLACES ON 6,294 TOPICS
111,194,000+ POSTS / 1,854,000+ PHOTOS

44. BLOGS 176,000+ INDIVIDUAL ACTIVE BLOGS
BIGGEST BLOGGING PLATFORM IN PL

45. ONE OF US PAWEL’S BLOG BECAME NO. 1
OF OUR PLATFORM’S TOP 1000

46. WE MAKE MONEY TOGETHER
PAWEL USES OUR SELF-SERVICE ADVERTISING NETWORK

47. AD NETWORK FOR NICHE SITES
80% OF OUR PORTFOLIO / 13,000 INDEPENDENT PUBLISHERS

48. THE LOCAL
CHALLENGE

49. 21 LOCAL EDITIONS NATIONAL, LOCAL
PAPER IN ONE

50. 26 LOCAL PORTALS
3.2 MLN REAL USERS / 56 MLN PAGE VIEWS (03.2010)

51. DIFFERENCE?

52. PRINT VS. ONLINE
NEWSROOM INTEGRATED / ONE COMMAND,
TEAM / 1-4 FTE WEB-FOCUSED
PRINT STORY DRIVEN / FEATURE-LIKE WRITING STYLE /
CAMPAIGNING / STRONG IN EDITORS’ COMMENTS
WEB REAL-TIME INFORMATION DRIVEN / USEFUL
CITY INFO + BREAKING NEWS / UGC PROMOTED
SALES INTEGRATED / GAZETA VERTICALS INCLUDED /
EXTENSIVE USE OF SELF-SERVICE SYSTEMS

53. BOLD CHOICE THE MOST USEFUL? NO,
THE MOST CONTROVERSIAL

54. ACTION SOCIAL NETS MORE EFFICIENT FOR
COORDINATION THAN FOR DEBATE

55. BOLD OPINION DEBUNKING MYTHS ABOUT
2010 FLOOD IN WROCLAW

56. POST-FLOOD GRILLING
OPINION BY LEGACY MEDIA STILL COUNTS MORE

57. SHARING PEOPLE SHARE MORE IF THEY
SEE THE DIFFERENCE THEY MAKE

58. CALL’EM NEWSPAPER STORY ABOUT POOR
QUALITY OF FOOD IN HOSPITALS

59. THEY RESPOND PORTAL’S MAIN STORY
OUT OF READERS’ PHOTOS

60. TRAIN THEM, GIVE TOOLS
OUR PHOTO SCHOOL / 250,000+ ENTRIES / LIVE EVENTS

61. INSPIRE TO CHANGE THE WORLD
40,000 MOTHERS REVIEW HOSPITALS / SET STANDARDS

62. DEBATE ON OUR FUTURE
70,000 LETTERS IN LOCAL DEBATES RUN NATIONWIDE

63. DISCOVER 25 REPORTERS GO BACK TO SCHOOL
CHECK THE IMPACT OF THE WEB

64. MOVE PEOPLE 611 RUNNING EVENTS
100,000+ PARTICIPANTS

65. GUIDE THEM IF YOU CAN
CITY WALKS AS A FREE ADD-ON TO OUR LOCAL GUIDES

66. STAY OPEN SPACE FREED BY CLASSIFIED AD
SALES RE-ARRANGED AS CAFES

67. LOOK THROUGH THE WINDOW
LOCAL REPORTING CAN’T RELY ON TECH, UGC ONLY

68. THANKS
GRZEGORZ PIECHOTA HEAD OF SOCIAL CAMPAIGNS
AT GAZETA WYBORCZA | PRESIDENT OF INMA EUROPE
MAIL: GRZEGORZ.PIECHOTA@AGORA.PL
TEL.: +48507095928 | WWW: FORUM4EDITORS.COM