Metro daily belongs to Agora (a publisher of Gazeta Wyborcza). It’s the largest free daily in Poland, at the same time it is third in terms of readership within all Polish national dailies (both paid and free). The newspaper has just won the young readers newspaper of the year award.

Magda Bulak began her presentation with statement that Internet is essential, but rumours about the death of press are premature. Having this said, she introduced everyone to the latest service, which was built upon:

• complex publishing know-how
• expertise in logistics
• biggest network of hand-outers

mTarget is reaching beyond the paper. It provides a wide range of marketing tools such as BTL (“below the line”), targeted distribution, small events, street surveys, and custom publishing. It is a unique offer in Poland. mTarget services are carried out together with press campaigns in the free daily Metro. Separate client-branded mTarget actions are also organised. mTarget helps to target the message and target the product

Examples of mTarget services:

1. Series of events for PKP Intercity (railway transportation service in Poland). First, a half wrap advertisement was produced around the newspaper. Next, in 11 cities of Poland PKP Intercity’s offer was promoted. Special animators were doing polls among the consumers.

2. Product sampling Zywiec Zdroj – beverages. mTarget carried out a targeted mass sampling of chilled bottles of their new product. Logistics included nine refrigerating vehicles and a team of 200 street distributors wearing client branded t-shirts. Within two hours, 100,000 bottles in strictly selected locations of the largest cities of Poland were handed out.

3. The “Ice Age 3” movie premiere was supported by an advertising wrap covering the nationwide issue of Metro and a flash mob organised by mTarget. During the event, a large model of an iceberg with the figure of Scrat (the cult character from the movie) was placed by the client in the centre of Warsaw. A group of 15 mTarget animators dressed in t-shirts promoting the movie snatched the Scrat’s nut and carried it around the streets.

4. Metro for Berliners. A special edition of “Metro” was published, fully in German, and was distributed on the streets of Berlin. The idea was to invite the Berliners to Warsaw. Metro for Berliners contained advertisements of Polish institutions, cities, brands, all translated to German for this special newspaper edition.

Reaching your audience directly is very important. mTarget can do that, as well as target the message precisely.

It all started on March 13th, 2008, when Poland’s free daily newspaper Metro run a front page story on uprising in Tibet.

We got a lot of letters from readers. They were angry about Chinese policy and they wanted to act. They asked editors for advice.

Metro responded with a call to send protest letters to the Chinese Embassy in Warsaw and attend street marches organised spontaneously in many Polish cities.

Leszek Blanik, Polish sportsman, appealed on the front page to his collegues and politicians to boycott the opening ceremony in Beijing. Other news media followed this appeal.

The first result came quickly: Poland’s president and prime minister both dropped their August trips to China.

Metro invited human rights activists to publish their appeals in the newspaper: for example a call to the European Union to appoint an European coordinator to the Tibet issue.

In March one of the readers sent us a small drawing, a project for a sticker that we call „vlepka” in Polish. Underground artists and activists put such stickers on walls to protest against any issue they find important.

Why not try to use this underground technique to show our support to Tibet and our disagreement with Chinese policy?

On March 28th Metro announced a competition for readers: ”A protest sticker for Tibet.”

We started to get tens of projects per day. We could not really stop the competition, as the new stickers were coming.

Adam Ostolski, a Warsaw sociologist, explained in an interview:

”The Tibet issue linked people of many generations and political views. They can disagree on a daily basis, but this issue made them to cooperate. Especially, young people feel that breaking human rights in China and Tibet is dangerous in a way also for their own freedom here, in Poland. That’s why they protest.”

Due to huge interest of young readers, Metro editors decided to increase their coverage of China and Tibet. It was an important choice, as this free daily has no more than 32-40 pages on an average day and less than 30 people in the newsroom, including designers.

In total, we got 500 projects of protest stickers. Most of the authors were younger than 30 years old: there were university students, secondary school pupils, but there were even younger participants.

The competition was run fully on the internet. Readers could simply design their sticker in any graphics application and upload an image to our website. Everybody could see a gallery of submitted entries and comment on them.

Quickly, we realised that the whole competition created a sort of a community of active readers.They were writing about their projects on their blogs, they were exchanging opinions on our website, they were learning more about China and Tibet and many got involved in protests organised by independent organisations.

On June 16th Metro opened an exhibition of the best stickers at its publisher’s headquarter in Warsaw. It was free for all the readers. They could come and read thank-you notes from persons like the Polish Senate speaker.

We invited also leading Polish graphicians and human-rights activists to the jury. On July 15th they could finally make a decision.

The 13 best stickers were published in a special supplement to Metro on August 7th. The winning one was printed also on a real sticker that handed to Metro readers on streets.

(Article based on information provided by Katarzyna Kesicka, Poland’s Metro editor responsible for this campaign.)

Metro is published by the Polish media group Agora. It was launched in 1998 as a weekly local supplement to the paid daily Gazeta Wyborcza in Warsaw. It evolved into an independent free-of-charge daily in 2001. Currently, it is distributed in 19 cities and its average circulation reaches 512 thousand copies.

In July 2008, the new editor-in-chief Waldemar Pas and the publisher Joanna Parczynska announced their plans to chang Metro’s editorial strategy. They wanted to focus more on readers up to 30 years old, an attractive and large demographics due to birth boom in 1980-90s.

”We give a priority to young generation’s problems that other [newspapers] neglect,” said Ms. Parczynska.

”We identify ourselves with this boom generation’s needs and aspirations,” added Mr. Pas.

They promised to invest in the newspaper’s contents, as they wanted Metro to become more and more quality-like daily: engaged in certain issues and actively taking part in a public debate.

They announced also a re-design of the newspaper (scheduled to August, 8th) and an advertising campaign in outdoor, newspapers, radio stations and online websites.

Here you see examples of Metro’s billboards:

The ad slogan reads ”Generation of Metro” and features staff members: journalists, editors, designers.

”We want to show that this newspaper is created by young people for young people,” explained Mr. Pas.

The quotes from the ads read: ”Sometimes one has to get off the boat”, ”Sometimes it’s hard to be humble”, ”I like to listen to people”.

Editors and marketeers share here the best practices in print and online journalism, interactions with readers, research and promotions.
They debate on the most important issues in today’s world and media scene.
This forum is open for all the editors and marketeers who want to innovate regardless of their country of origin, publishing company’s size or newspaper’s audience.
The site is sponsored by the International Newsmedia Marketing Association.

Editors

Grzegorz (Gregory) Piechota
Special projects editor at Poland’s daily newspaper Gazeta Wyborcza. He develops and runs multimedia editorial projects that involve editorial, marketing and research teams. Interested in marketing of media: invented many successful newspaper products like its supplements, collections, promotional and advertising campaigns. Serves as the Polish director of the International Newsmedia Marketing Association and sits on the association’s European board.

Jerzy (Yurek) Wojcik
Society desk editor at Poland’s daily newspaper Gazeta Wyborcza. He has been involved in most of its editorial innovations since 2006. The projects he developed and managed achieved circulation and online traffic increases, improved reader participation and won awards from INMA, the World Association of Newspapers, IFRA, and Polish bodies. Experienced editor and manager: launched two nation-wide daily newspapers in Poland.

Authors / Contributors

Tom Corbett
Projects manager at an European office of the International Newsmedia Marketing Association. He started his newspaper career as a Logistics and Facilities Manager at a Belgian quality daily. Later he was responsible for setting up a new IT infrastructure, database system and production-database system at Full Page, a national newspaper sales house in Belgium.

Inge van Gaal
Newspaper marketing trainer and speaker, the European coordinator of the INMA. She is responsible for all the association’s activities in Europe: she coordinates conferences and workshops and serves as a liaison to European members. Former commercial director at a Belgian newspaper De Morgen and an expert to the European Publishers’ Association.

Marek Miller
Project manager in Polskapresse’s Polska The Times - an umbrella brand for regional dailies throughout Poland. Responsible for the product development and web strategies. A big media fan (press, digital, marketing) and a freelancer. A post-grad media specialist. Writes a blog in Polish “eM jak Media” (“eM is for Media”).

Waldemar Pas
Editor-in-chief of the Poland’s free daily newspaper Metro. Sets the editorial strategy and manages a newsroom of the country’s largest free-sheet. Experienced in both print and online journalism, as he had edited an online edition of Gazeta Wyborcza and national news desks at two daily newspapers.

Jaroslaw Slizewski
Publishing director of the online edition of Poland’s Gazeta Wyborcza. Develops and runs the country’s best-read newspaper website. World-class expert on new media: former consultant at Innovation International Media Consulting Group and a news manager at Gazeta.pl web portal. Former journalist who started his career as a sports reporter and finished as the deputy editor-in-chief of a nation-wide daily.

Sponsor

The International Newsmedia Marketing Association (INMA) is a non-profit member organisation dedicated to recognising and extending marketing activities of newspapers, and serving as the industry’s premier marketing ideas association.

Today, the fast-growing INMA has more than 1,200 members in 80+ countries, mostly senior marketing officers at daily newspapers.

Learn more on the INMA’s website.