Digital Publishing Conference, 15-16 October, 2008

MM Moje MiastoThis makes the city alive

Digital Publishing Conference, 15-16 October, 2008

MM Moje Miasto – extension of Media Regionalne reach

Szczecin

Lublin NewsEvents Information

Aglomeration City District

BlogsMultimedia Fotoblogs

People Places News Communities

Interactivity localisation

Web 2.0 philosophy Citizen journalism Internet newspaper

Warszawa

Kraków

Katowice

Wrocław

Trójmiasto

Bydgoszcz

Łódź

Poznań

Digital Publishing Conference, 15-16 October, 2008

MM Moje Miasto roll-out schedule

• print & online pilot in Szczecin - October 2006

• 2 online only in Silesia and Trójmiasto - 23rd December 2007

• 6 online only localizations - 20th March 2008

• 1 print & online in Lublin - 20th March 2008

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TOTAL: 10 MM online in biggest polish cities

Digital Publishing Conference, 15-16 October, 2008

MM concept: local community in the center

Fusion of a news website with a internet community segments, and a printed free weekly distributed to the most of the city households, constitutes the project’s innovation.

news community integration print-online

Organization where local community and local advertisers are in the center

where content and ads are geotargeted according to the city districts

no national content at all where citizen journalists and professional

journalists are equally important where all journalists work online where print and online editors work

together (days: 7/7), 4 editors dedicated to online edition only (2 – full time, 2 – community managers)

Digital Publishing Conference, 15-16 October, 2008

• News• Citizen journalism• Breaking news• Articles (user generated

content + content from weeklies)

• Video news• Pictures• Entertainment• Classifieds• Event guide• Search engine• RSS• Statistic features: most

read, most popular, most discussed

• Places• Google maps – business,

favourite places, • Places’ rating• Entertainment sphere –

interconnection between users

• People• Profiles, members’ registration

& logging system (user’s identity)

• Internal e-mail system• Blogs• Fotoblogs• Videoblogs• Localization on the map• Statistic features: most read,

most popular, most discussed• Entertainment sphere –

interconnection between users• Materialization of online

community

Portal’s slogan: Tym zyje miasto – This makes the city alive

3 pillars of MM Moje Miasto website

Digital Publishing Conference, 15-16 October, 2008

Oliwia PiotrowskaCivil journalist, received a prize Civil Journalist for 2006 according to Internauts, the author of blogs „Media i ludzie” <Media and peeople>: www.thuringwethil., wordpress.com about changes in media and people connected with the 2.0 revolution, graduate of psychology and PR. She is active in a team of volunteers dealing with the translation of the book „We the Media” Dan Gillmor.

MM Moje Miasto recruitment standards

Digital Publishing Conference, 15-16 October, 2008

MM Moje Miasto UGC – Photo Day

Great example of users activity and their content quality.

Digital Publishing Conference, 15-16 October, 2008

MM Moje Miasto UGC – photo & video diary of Euro 2012 stadium construction

27 weeks = 27 stories

Digital Publishing Conference, 15-16 October, 2008

MoDO applicationMobilny Dziennikarz Obywatelski

=Mobile Citizen Journalist

• available for free to all our users

• photo, video & voice recording functionalities

• geolocalisation

• runs on Symbian & Windows Mobile smartphones

• 580 downloads in 2 month

• implementation in our dailies newsrooms taken place now

Digital Publishing Conference, 15-16 October, 2008

MoDO - Opener festival

278 posts with photo in two days

Digital Publishing Conference, 15-16 October, 2008

MoDO – pilgrimage to Czestochowa

Digital Publishing Conference, 15-16 October, 2008

MoDO – football match live

Digital Publishing Conference, 15-16 October, 2008

MoDO – breaking news

Digital Publishing Conference, 15-16 October, 2008

MM online – content KPI’s

Registered users: 13 368

Articles: 36 733

Places on map: 23 438

Blogs: 1 544

Posts on blogs: 12 527

Photos: 187 041

Clasiffieds: 4 516

Events: 3 028

Digital Publishing Conference, 15-16 October, 2008

Newsroom is everywhere

• The whole editorial team works in public places: universities, shopping centers, cinemas.

• The journalists actively helping users to create profiles, find their way about the site, etc.

• Meetings with MM community in real live.

MM Moje Miasto promotion

Digital Publishing Conference, 15-16 October, 2008

MM in schools• The editorial team visits secondary schools• Workshops on such issues as: modern journalism, trends in the development of the Internet – web 2.0, citizen journalism, podcasts, photos, videos, etc.

MM Leader Academy• The training project for a group of students with an interest in journalism. • After the course they receive MM certificates.

MM Moje Miasto promotion

Digital Publishing Conference, 15-16 October, 2008

MM Moje Miasto unique users monthly

0

100 000

200 000

300 000

400 000

500 000

600 000

700 000

800 000

I II III IV V VI VII VIII IX X XI XII

2008

Digital Publishing Conference, 15-16 October, 2008

MM Moje Miasto online advertising

Key findings:

• Big nation wide advertisers shows bigger interest for such combination of news and community on site, than for pure community sites.

• District structure of the site is well received and appreciated on a local level.

• Topic pages are very welcome by both kind of advertisers.

Digital Publishing Conference, 15-16 October, 2008

Topic pages – interesting offer for advertisers

Digital Publishing Conference, 15-16 October, 2008

MM Moje Miasto way to profit

• 750 000 unique users end of 2008

• 1 500 000 unique users end of 2009

• Profit in 2010

Digital Publishing Conference, 15-16 October, 2008

Thank you for your attention