Planning and distribution of contentFirst step to success in digital?

Online strategy and strict protection of high quality texts

Experiences and tips from a leading Polish business and legal daily Dziennik Gazeta Prawna (published by Infor Biznes)

P A T R Z Y M Y O B I E K T Y W N I E . P I S Z E M Y O D P O W I E D Z I A L N I E

Printed edition –

what is it?

• Daily nationwide newspaper

• for business people about legal regulations affecting business,

taxation, connected with business

• average sale 50 k daily, only 11 k at points of sale• there is no strong subscription tradition

What are digital products and websites?PRODUCTS USERS/CLIENTS

Gazetaprawna.pl – law, taxation, business 1,7 mln

Forsal – business, technology, stock exchange 500 kDziennik.pl – general information services, news of the day 1,2 mlnPrawnik.pl – for specialists, legal professions 50 kDigital edition edgp.gazetaprawna.pl 10 kApplication on iOS, Android, Samsung Smart.Tv 2 k

We have a hard paywall, and we use free texts from print edition on four websites…

10

10

10

70

Average proportion of all daily content in 4 our websites - %

Texts from print edition in services, payable

Texts from print edition, free

Texts written espe-cially by journalists, free

Information, agency, news of the day, free

Extended offer only for subscribers• Every day we have extra content only for subscribers• Proposal is available for subscribers of printed edition and paid

digital edition, application iOS, Android, Smart.tv• Digital edition we provide with additional tools, indicators,

calculators, ebooks• Annually we sell 35 - 40 special editions with books or CD-s• Average edition costs about 1 euro, special edition - 3 euros • Large increase in copy sales: special editions sales is higher than

the average – 186%

How does online newsroom work? We plan and create the content for online services. • Some texts for the printed

edition are available on the internet for free. The texts are usually placed on three different sites (GazetaPrawna, Dziennik, Forsal)

• Objective: FB likes, availability, extending brand awareness of the DGP on the web

• Example: How they cheat in coal mines – miner’s confession- high traffic, 250k PV (GP, Forsal, Dziennik)- over 30% traffic came from social media, mostly FB

• Sometimes we use the same content in print edition, websites and special edition

• Sometimes topics of special interest to users (choose statistics) sometimes threads of the printed edition continues - the extension, follow up

Unique content specially preparedOn screen the texts written by journalists and editors sites

Hot topics form printed edition in previews or form extensions

• Attractive form for users and our advertising department (often photo galleries - PV)

• The same author prepares content for different editions (print and online)

• The decision of creation the text for online is often made at the planning stage of printed edition

Social media channels are used for attracting new users and clients

• Facebook, Twitter - traffic acquisition channels• Brand promotion, attracting potential younger readers• The fans of Gazeta Prawna on FB are distinctively

younger than subscribers of printed and digital editions

Strategy for online content• Hard paywall - 90 % of print texts are only behind paywall• Content for websites channels are as important as print• Detailed planing distribution content:

previews, extensions, follow up• Quality not quantity texts• Year by year we put less content on the sites,

but traffic is growing• Really unique content on the websites

means higher traffic, and higher advertising income

Thank You for your attention Paweł Nowacki