Among those who took advantage of the first deadline for early bird rates and registered to the conference are editors and managers of the leading European newsmedia such as the Daily Telegraph, Corriere della Serra, Der Spiegel, El Pais, Helsingin Sanomat, Irish Times, Le Monde, Mecom, New York Times, Ouest-France, Schibsted, or Styria.

In total organisers of the Krakow event expect more than 200 newsmedia executives from all over Europe to gather this year at the main annual conference of the International Newsmedia Marketing Association and the Online Publishers Association in Europe.

The programme of the conference includes topical seminars on local newsmedia, research, sports journalism and marketing, and plenary sessions on innovations in news content, advertising, promotion as well as new mobile devices like tablets. (Check the latest version of the programme at the conference site.)

Confirmed speakers include David Montgomery, CEO of Mecom Group (UK), Shailesh Gupta of Dainik Jagran (India), Bernard Asselin of the Montreal Gazette (Canada), Espen Hansen of Schibsted’s VG (Norway), Massimo Russo of Gruppo l’Espresso (Italy), Chris Pennock of Johnston Press (UK) and Florian Nehm of Axel Springer (Germany).

Krakow, the host city of the conference, is itself a reason to come. Recognised throughout the world as an authentic and charming historical city, it is one of Europe’s official cultural capitals. It has a great location between the West and the East, and travel has become easy with affordable direct flights. (Learn more at this site.)

Check who’s already registered to the event (the list updated as of July 25th):

• Belden Associates (USA)
• ComQuotidiens (F)
• Corelio (B)
• De Gelderlander (NL)
• De Persgroep Publishing (B)
• DNA (F)
• Edytor (PL)
• Ekstra Bladet (DK)
• Gijbels Groep (B)
• Gruppo Editoriale L’Espresso (I)
• Helsingin Sanomat (FI)
• Il Sole 24 Ore (I)
• The Irish Times (IE)
• Kurrier (A)
• Le Monde Interactif (F)
• Le Temps (F)
• MatchWork (UK)
• Mecom (UK)
• Media Convergence (NL)
• Media Regionalne (PL)
• Mediasite (N)
• New York Times Syndicate (US)
• Ouest-France (F)
• PBI (PL)
• Prisacom (E)
• RCS Digital (I)
• RCS Media Group (I)
• Schibsted (N)
• Styria Media (A)
• Spiegel QC (D)
• Telegraph Media Group (UK)
• Verlag Dierichs (D)
• WDM Belgium (B)
• Xtreme Nordic (N)

Join them by registering here. The next early bird deadline is September 15.

That morning Wroclaw, the fourth largest city in Poland, became a stronghold. Defenders were not soldiers, nor fire-fighters. They were people like us armed with their mobile phones.

• Michal: “Kozanow district is fighting. 9 lorries with soldiers, 4 diggers, hundreds of people try to make the river embankment higher.”
• Marta: “They told us to evacuate the sick and old. We are so worried and now we’ve run out of sand.”
• Pawel: “Is there anybody from Piesza street? I can’t contact my grandparents. What’s up there?”
• Kajetan: “I am back from Kozanow. Working all night. Neighbors brought us strawberries.”
• Gosia: “I can’t help you as I am in France now, but I am following you and wish good luck!”
• Kiepas: “Fog over the city. Temperature: 13 degrees. Humidity: 93 per cent. No rain at the moment.”
• Kasia: “In Kozanow water is pouring through the embankment.”
• Magda: “What’s the source of this information? Put here only checked info. Don’t repeat any media bullshit.”
• Ziomek: “Confirmed: water really broke the embankment. Kozanow in panic!”.

That morning — on May 22, 2010 – I was not there. I followed all this fight with the river on the Internet blog wroclawzwyboru.blox.pl.
Its editor, 29-year-old Pawel Andrzejczuk, a small company owner, estimated he cooperated with some 300 contributors who fed his blog with over 3000 news items and uploaded 4 GB of photos and videos.
One amateur video captured the river breaking the embankment in Kozanow district of Wroclaw. One could see the crowd running away and hear them swearing to God.

The floods and media: from 1997 to 2010

Watching streets under water I could not stop thinking about another flood that had hit the city in 1997. That time I was a young reporter at a local newsroom of my newspaper Gazeta Wyborcza.
Our editorial office was under water as well as the offices of the other three local newspapers. In the early days of the flood I lost my car driving through the water, so I could only sail across the city to collect information.
Fixed line phones were down. Mobile phones were big like handbags and very rare. Internet was still a toy for geeks.
The flood of 2010 was so different. It affected much smaller part of Wroclaw, destroyed many less houses and brought no casualties. But it was a bigger news event, as professional journalists were joined by amateurs who dared to provide independent 24-hour live news coverage on the Internet.
Everybody’s got a mobile phone with a camera now. Becoming an “accidental reporter” is just one click away.
Pawel’s blog directly competed with all the TV news channels, radio newscasts and newspaper portals. In just 5 days it attracted 157,000 unique users in a city of 630,000 inhabitants. It’s about one third of what our established local news portal of Gazeta for Wroclaw is attracting monthly.
50 per cent of users found Pawel’s blog when googling for “flood in Wroclaw” and similar keywords. They chose a link to an amateur news site instead of official sources, or professional media.
Official sources were in disgrace as it was a mayor who kept repeating Kozanow was safe. Professional media — a bit slower than a real-time web, more confident of the official version, cautious of the unconfirmed amateurs’ accounts — turned down some audiences.
An amateur news feed had also its flaws. Reading it I had to cut through the jungle of revealing witness-accounts and simple rumors, but at the same time I felt as a reader that I participated in something big. Such a rare feeling in our individualistic world of “Me”.
Pawel might not be a professional news editor, but over last 5 years he has built online a strong community: over 560 websites link to his blog, his Facebook profile got more than 2,600 fans and become almost as popular as our local Gazeta’s one. It all paid off during the flood.
Finally, Dan Gillmor’s “We the Media” manifesto reached its point in my part of the world.

So, how does it feel to be challenged by own readers?

Not so bad, as we have brought it in a way upon ourselves.
My newspaper Gazeta Wyborcza was founded in 1989 by anti-communist opposition to bring independent journalism to the country and support underground Solidarity’s bid for the first partly free elections in Poland.
Today Gazeta is the best read quality newspaper here with an average paid circulation of 347,000 and 4,2 mln readers reached in total every week in print. Our online portal Gazeta.pl, the fourth largest website here after Google, a Polish clone of Facebook and a TV-owned portal, attracts 11,8 mln users in a month. It’s 66% of all 17,8 mln Polish Internet users (Poland has 38 mln inhabitants in total.)
Gazeta’s publisher, Agora, is one of the most successful media groups in Central and Eastern Europe. Its offer includes magazines, books, record and movie productions, cinemas, radio stations and out-of-home advertising.
21 years later Gazeta still believes its mission is broader than just delivering honest news. Since its launch it has been a voice of “modern Poland” — supported democratic reforms, joining NATO and the European Union. It has been helping to build an open society by providing platforms for debates and inspiring people concerned with a common good.

Embracing new media

We have embraced new media as they make our efforts easier and more effective.
Our online boards (Forum.Gazeta.pl) let people discuss over 5,900 different topics ranging from politics to education and health-care to hobbies and over years our users shared there over 113 mln posts and 2 mln photos.
Our blogging platform (Blox.pl) became the biggest in Poland as it hosts over 184,000 individual blogs. Pawel’s blog on the flood in Wroclaw is one of them. When water broke embankments of that city, it became the best read blog on the platform. So in fact we have been sharing all his traffic successes.
We’ve been even ready to share some revenues! Pawel’s blog is a member of our online advertising network (AdTaily.com). This network helps to turn visitors of blogs and niche sites into advertisers and provides funding to independent voices in the society. Until today it has attracted in Poland over 13,000 amateur and professional online publishers.
(Recently, AdTaily.com was named by CNBC as one of the Europe’s 25 most creative companies. If you want to learn more, please come and listen to their story at the INMA/OPA Europe Newsmedia Conference in Kraków, Poland, on September 29-October 1, 2010.)

This post is a chapter of an article I wrote for the upcoming report on the future of journalism to be published by the International Press Institute in September 2010.

Gazeta is the best read quality daily in Poland, a country that is a host of this year’s INMA/OPA Europe Newsmedia Conference held in the royal city of Kraków from September 29 to October 1, 2010.

Gazeta’s average paid circulation is 347,000 and it reaches about 4,2 million readers a week. Its online portal — Gazeta.pl — attracts over 11 million users a month. Gazeta runs also several mobile websites and applications for iPhone.

The goal of a new branding campaign for Gazeta launched this July is to show the newspaper is no longer about paper only as readers can access its news, comments and participate in its activities like social campaigns in their most convenient channel, place and time.

The slogan on out-of-home advertisements is “Wyborcza do wyboru” that means “Wyborcza is for choice” and is in fact a play of words as the word “Wyborcza” means “for choice”, “for elections” etc.

The multimedia advertising campaign — using television, outdoor, cinema, online — was created by an ad agency JIS Advertising and media were planned by Starlink.

Have a look at this new 3D animation produced by Lightcraft, a visual effects company based in Poland. It is being broadcasted now on Polish TV and at cinemas.

Newspapers see their future in multimedia

Gazeta’s campaign reminds me about other newspapers that decided to communicate their audience big changes in their organizations. These papers can easily be consumed today on multiple platforms.

Recently, INMA Ideas Magazine featured a story by my collegue from Brazil Marcelo Benez, an advertising director of Folha de Sao Paulo, about their recent campaign claiming: “Folha. Impossible not to read it, access it, twitter it or comment it.”

Here’s just one of the ads featured in the Magazine (to read more you need to be an INMA member).

This approach to newspaper branding has been promoted many times at the INMA congresses all over the world. At the European conference in Vienna in 2008 Innovation’s consultant Juan Antonio Giner showed this campaign by another Brazilian daily O Globo (based in Rio de Janeiro):

Here’s an overview of the latest developments in the mobile Internet industry. I used current reports from Morgan Stanley, Distimo, NetMarketShare and other sources published in June or July 2010.

The presentation features also some early findings on usage of newspapers on iPad thanks to John Einar Sandvand of a Norwegian daily newspaper Aftenposten. John Einar disclosed them during his speech at the Oxford Tablet Summit organized in May by INMA, Innovations Media Consulting Group and the Reuters Institute for the Study of Journalism. We had been trying to ask the right questions in Oxford — the list is included in the slideshow. Where to find the answers?

I hope we will be able to learn more this September in Kraków, Poland, at the annual INMA/OPA Europe Newsmedia Conference where we plan to have a special session on tablets and mobile reading devices. As we want to share the most current case studies, we are going to put them on the programme very close to date of conference. Expect then the unexpected.

Update: This deck made one of three Top Presentations of the Day at SlideShare on July 28, 2010. I think it just proves how important this topic is today.

The goal of the competition is to reward the excellence in marketing and creativity in using newsmedia in the media mix. This is the first competition ever to promote the innovation in advertising usng all platforms from newsmedia companies: print, online and mobile. Most likely, the non-traditional advertising solutions (on one platform) and a mix of standard advertising solutions in an innovative way (multiplatform) are sought.

All entries – the best examples from the newsmedia market – will be gathered in one publication: a special report that will be published in both English and Polish. This report is set to be an inspiration for the advertisers, and other publishers, and at the same time to be the proof of strength, innovation and flexibility of newsmedia companies in terms of advertising.

The jury of this competition will be called and recognised by the International Newsmedia Marketing Association in cooperation with the two Polish press associations: Zwiazek Kontroli Dystrybucji Prasy and Polskie Badania Czytelnictwa. Only real campaigns (not advertising offers or possibilities) will be judged. The campaign has to be from the 2009-2011 time period with the use of at least one medium. What counts is the non-traditional use of one platform sollution or creative combination of standard sollutions. The jury will judge ideas for the campaign, creation and its results.

All entries are free and should be submitted online by September 10, 2010. Click here if you are interested in submitting your case study online. For more information please refer to the competition’s announcement site. Remember, all ideas count! Best of luck, and see you in Kraków.

The competition is organised by International Newsmedia Marketing Association (INMA), and is supported by two Polish media associations: Zwiazek Kontroli Dystrybucji Prasy (ZKDP) and Polskie Badania Czytelnictwa (PBC). The sponsor of the non-traditional advertising awards competition is ATEX.