Grzegorz piechota

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

PRINT

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: GRZEGORZ.PIECHOTA@AGORA.PLTEL.: +48507095928 | WWW: FORUM4EDITORS.COM