5 exciting content ideas from Gazeta Wyborcza

September 27, 2012 by  

Pawel Wujec (picture by Brie Logsdon)

Pawel Wujec, Director of Internet Division, Agora, Poland was another guest speaker at the INMA 2012 European conference in Hague. He spoke about 5 exciting content ideas from Agora and its flagship is a very successful brand in Poland:

  • 12 mln unique users
  • 62% reach
  • 1.1 bln pageviews

Unfortunately, this summer they killed about 70 websites, so the portfolio of Agora is no more ever growing. Pawel Wujec shared 5 content ideas that excite them:
1. They believe in high calories content. When they think about digital content, it has to be high calories – nothing new. The problem with TL;DR (too long, didn’tread) type of articles still happens. In they are after short information packages. This is why they try to adapt how to behave as users. The content has to be snack sizes – full of pictures, video, different, short stuff.

2. The social shift is happening. Facebook as a source of traffic is quickly catching up with Google, and it is a game changer.Working with Google requires too much
attention from the publishers: evergreens, how-tos, content farms, etc.

Pawel Wujec showed the most shared stories in Facebook in 2011. Those definitely weren’t a content farm. Rise of social means publisher have to share things that areunique and interesting. Social means sharing funny, cool, interesting information. Users don’t share what they actually like , but things connected with how they wantto be seen by others.

3. Live is the new black. puts a lot of effort into live events. Users want to consume more and more news at the moment they are happening. Again, knows how to do it – best live sport coverages generated 10,5 thousands comments in 14 hours, news live events- 12,250 thousands in 19 hours.

4. Think beyond the article. The life is happening not only on the webpages. Pawel Wujec gave the example of reddit which has a very specific audience, and Obama being there with AMA – ask me anything type of interview. It generated a lot of buzz. Gazeta .pl follows that kind of path. It organizes live interviews, live debates lots of video and multimedia. One of the interview was with the President of Poland which took place on the roof of Gazeta Wyborcza – transmitted live through allchannels possible.

5. …Party in the back. “Business in the front, party in the back” – puts key story up in front of the webpage, and surrounds it with all different kind of materials and articles (entertainment and so on). What publishers often do is put business in the front and business in the back of their webpages. There is risk of being boring.

Quick takeaways for publishers from this interesting presentation:

  1. create snack sized highly satisfying content
  2. play to strengths of social media
  3. go live
  4. use different forms of storystelling
  5. be entertaining and be fun


3 Responses to “5 exciting content ideas from Gazeta Wyborcza”

  1. on June 21st, 2013 1:59 am

    I’d like to thank you for the efforts you have put in writing this blog. I am hoping to see the same high-grade blog posts by you later on as well. In fact, your creative writing abilities has motivated me to get my very own website now ;)

  2. lekarz weterynarii Strzegom on July 4th, 2013 5:22 pm

    Only an experienced vet knows the limits and rules of
    surgery and is well-trained to operate according to
    those. Who takes the calls, the veterinary surgeon on call
    or the veterinary nurse. Simple, beneficial, fiscally responsible idea, right.

  3. Radiologic technologist wordpress blog on October 12th, 2013 9:36 am

    However, they project that by 2018, there will be 61,400 positions.
    There are many differentoperating systems to be learned and some famous ones like UNIX,Linux,
     Windows, Solaris, Red Hat, etc are of more interest among youpeople.
    : Personally, why do you believe spreading information about mammograms is so important.

Feel free to leave a comment...
and oh, if you want a pic to show with your comment, go get a gravatar!

More recent stories

alt text VICE: Changing of the guard in media for generation Y

Carsten Kritscher, Commercial Director, VICE Media (Germany) shared during Digital Innovators Summit how his company has collaborated with forward thinking brands to form unique partnerships and develop cutting-edge, disruptive solutions for their needs. The... 

alt text Condé Nast – Programmatic ad transactions for publishers

At Digital Innovators Summit, Rick Welch, Head of Programmatic Sales, Condé Nast (USA) provided an overview of the programmatic ad landscape, and ways magazine media companies can approach building programmatic capability. Condé Nast is home to some... 

alt text The Onion’s evolution towards digital only publication

Steve Hannah shared at the Digital Innovators Summit how they have transformed their weekly newspaper into a 24/7 digital media brand with new business models while staying true to their core brand. The U.S. satirical news brand The Onion has become more... 

alt text Staying on the interactive marketing rocket – discussion

Online adverting and marketing continues to increase its share of global advertising budgets. This session of Digital Innovators Summit featured the perspectives of global brands and a publisher on the state of online marketing – trends, what is working,... 

alt text Making the most out of Facebook

How can media companies best make use of this social network with its more than one billion monthly users? Andy Mitchell talked during Digital Innovators Summit about the latest developments at Facebook that benefit media companies as well as effective... 

alt text Cool is not an accident – how to make videos go viral

You don’t have to wait for some happy coincidence to get a video that spreads across social media like a wildfire – you can make one yourself! Award winning and provocative director Joseph Wade (Don’t Panic, UK) talked during the Digital Innovators... 

alt text Fædrelandsvennen – All access success

In May of 2012, Fædrelandsvennen launched a new business model. Speaking at the Digital Innovators Summit in Berlin, News Editor Christian Stavik reported his newspaper now has 75% coverage in its core market, which is the entire country of Finland. The...