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Petar Pavic
Head of R&D
at Europapress Holding / Croatia
MARKET ANALYSYS
EPH COMPANY IS A MAJOR PLAYER IN THE PRINT MARKET
CCA 50% MARKET SHARE

GROWING COMPETITION IN THE SEGMENT OF DAILY PAPERS
Needs to fight back
DIFFICULTIES IN CONVERTING TO A TRUE MULTIMEDIA COMPANY
Like the most
                                                                         2
Corporate decision:

LAUNCH A NEW MEDIA BRAND IN THE SEGMENT OF
NATIONAL DAILY PAPERS
..no other way but to expand


                                LET YOUR AUDIENCE CREATE THE DIALOGUE!
MARKET ANALYSYS

DOUBTS
WHAT EXACTLY SHOULD IT BE?
HOW TO POSITION IT?
WHO ARE THE KEY PEOPLE FOR THE JOB?
WHAT’S THE EDITORIAL CONCEPT?

Clear goals:
SOMEWHERE IN THE TABLOID AREA / MARKET
ACCENT ON READERS INTERACTION
INNOVATE, DO NOT SATURATE


Traditionally, expert teams, board of directors, managers.. would
at this point begin to define the concept, marketing plan,
business plan etc. - and only than the project would start..
                                                                                     3
                                            LET YOUR AUDIENCE CREATE THE DIALOGUE!
R&D TEAM PROPOSED A DIFFERENT APPROACH..

Start the project right away,
and include the community in
the process – completely.


                                           4
BUSINESS & PRODUCT INNOVATION

 total integration of print and online, from the beginning – one process - not
 two different media
 web “aggregates the content” that is published in print in the morning
 users are equal contributors, they can comment but they can also write
 articles (if they have that “privilege”)
 newspaper is old news, so bring readers good stories and include them
 (community) in the process of creating them
 use internet as the most important platform for the interaction with users
 but also include mobile channel, promoters, call center, letters...
 editors become directors of dialogs and discussions
 have a small editorial team, mainly focused on the community and the
 dialog (not on opinion making and linear monologue)

                                                                                        5
                                               LET YOUR AUDIENCE CREATE THE DIALOGUE!
All media resources and stages – one single process with
various (media) products as results.
Interaction with                   Editorial staff   Web –               Daily paper –      Mobile – push and
readers / users                    content           aggregation of      best of content    pull heavy duty
                                   production        content             every day          tool
                                   Users / citizen
                                   content                                                  Special editions –
                                   production                                               planned, marketed
                                                                                            responses to
 Pre publishing stages                                    Publishing phase                  people's needs and
                                                                                            interests



Media concept      Business and   Early phase of     Beta products and
and positioning    marketing      preparation        testing
                   planing                                               Advertising, Marketing &
                                  Resources
                                  gathering                              promotion, Media content,
                                                                         Business management >
                                  Technical                              they are all the same
                                  preparation and
                                                                         process and product! And
                                  production
“Providing                                                               constant dialog is gluing
                                  Beta products and                      them togeher.
dialog platform                   testing

and selling
expirience”                                                                  Agile development
                                                                             And make that a brand value!
VISION
IF WE REALLY WANT TO CREATE A   MEDIUM FOR OUR AUDIENCE,
WE TRULY NEED TO SHIFT   FROM MONOLOGUE TO
DIALOG       FROM THE VERY BEGINNING AND BIRTH OF THE
PROJECT IDEA – AND THROUGHOUT IT'S LIFE SPAN.
   DIALOG ITSELF BECOMES THE
THAN,

MEDIUM WITH ITS' PHISICAL PROOFS IN PRINT, DIGITAL AND
OTHER FORMS, ON VARIOUS     CHANNELS.

                                                        7
ASSUMPTIONS
..and just like a living human, this kind of media will
learn to walk in the begginning, stump once in a
while, take irrational and rebel moves in it's teens
and be guided with more ratio in its mature stages.

IS IT POSSIBLE TO STRUCTURE AND
PLAN THIS TYPE OF CREATURE? MAYBE NOT, BUT THE
                                               MANAGEMENT INSISTS
                                               ON IT..

8
The project
NOVI MEDIJ and it’s development
                                           9


          “
              A New Medium (translation)
TASK 1: FINDING HUMAN RESOURCES
Or the first act of corporate sin

                                    Do
HOW TO FIND THE MOST CREATIVE AND
EXCELLENT PEOPLE FOR THE TEAM?
WILL THEY UNDERSTAND INTERNET?



                                    some
WILL THEY BE GOOD ENOUGH FOR
PRINT?
WILL THE INTERNAL CORPORATE
                                                                             10
COMMUNITY SUPPORT THIS APPROACH



                                    PR…
AND PROJECT?
HOW TO SHAKE UP THE TRADITIONAL
APPROACH IN MEDIA BRAND MAKING?


                                    LET YOUR AUDIENCE CREATE THE DIALOGUE!
TRANSLATION:
DECLARATION FOR
THE NEW MEDIUM
We had enough of old fashioned and
conservative work in existing newspapers and
magazines!
This board of directors is leading us to slowly
into the new era!
Existing management and editors are slowing
us down, there are better ideas!
If you want to use your full potential and all the                                       11
possibilities of the new media world,
If you want to use your full potential and all possibilities of the new world of media




JOIN US AT: go@newmedium.com
We are looking for editors, journalists,
conceptualists, marketers, adventurers and
businessmen.
WE PAY FOR IDEAS AND OPINIONS!
Posters were put up
everywhere in the
company building
during the night,
without the knowledge
of the management
In the morning, entire company
was talking about it, most did not
know who or why did it..

Even some competition media
published various info – “union
rebelion in EPH”

The first buzz about the NEW
kind of project was created.
TASK 2: PROJECT
DOCUMENTATION AND
SPECIFICATION
There was non. So we opened up a
project blog to discuss it with citizens
and create it on the go.
                                           13
Every project topic was discussed
publicly, from the starting idea to
sensitive issues such as fees for
citizen’s content or launch dates of
print version.
SOME OF THE BLOG POSTS /
DISCUSSIONS:
Citizen – journalist
Could citizens be more accurate and
relevant than professional journalists?
How to balance direct content contribution
and the quality of content?
A new project by EPH – users will create the
content?
                                               14
Decisions will be made by “the ignorant”
Citizens and journalist together to create
things that is of our real interest
How to control the users and check the
relevance of their content?
Anonymous or real names?
BLOG AS A PROJECT PLATFORM
  every project activity was posted and commented
  all ideas where discussed
  many young people signed up to become citizen contributors /
  journalists even in the early stage

Even without having a detailed plan, the                         15
concept, the budget.. we already had a medium
and the users..
Workshops
Every Friday public, open workshops were held – for existing
employees from the company and other people that were
interested

Table of content for the workshops:
> Intro presentation about the project                                 16
> Animated film “The New York Times has gone offline” –by the Museum
of Media History in Florida, USA (http://mccd.udc.es/orihuela/epic/)
> Presentation about importance of relation to the reader (user)
> Discussion and other exercises
When journalist from competition's
weekly magazine contacted us and
wanted to interview the editor or the
project leader - we asked her to join us
at our next workshop to find out
everything about the project.


Every work shop was
followed with PR in
companies' existing
newspapers and commented
on the blog. Workshops
were mandatory for project
                               Workshops and meeting were
team – including developers,   truly open for everybody that
designers, journalists..       signed up.
UNEXPECTED EXPENSES
Promo spill over to offline




Motovun Film Festival – one of the
best and coolest events in the region,
“everyone will be there” – artists, movie
industry, showbiz, lot's of people. And
not just “internet audience”.
So we sent out our gerilla unit to promote the „new medium“.
Because all we are doing is an intereactive
wallpaper and we need citizens not only to
read but also to write.
BRANDING
Or for the start, how to find an adequate
name for our “New Medium”?
When a new national daily newspaper is coming out, everybody is
talking about it (Croatian market has 4 national daily papers)

Public and business community always wants to know what will it be.

Traditionally, management and/or marketing experts spend days
                                                                            20
looking for the most suitable name

But in the concept of “Novi medij”, it was clear that all these facts cry
out for the open and public process, unlike all other media on the
market so far..
BRANDING
Public contest campaign for the name
of the new medium was launched..
Campaign (translation):
“Give Me the name”
Your new daily newspaper




Name                       PR in other “in
nominations and            house” print
public voting on           and web media
the website
BRANDING
Variations on print ADS during the contest




                                             Full page add and
Give me the name                             other formats
My new daily newspaper
BRANDING
Name contest campaign
  2 weeks of name nominations
  voting process in 3 rounds – selection of 100 names > 20 names > final
  Add campaign in “in house” media brands
  RISK: legal matters
                                                                           23




                        ... and the winning entry was..
Oops! Contest is hacked!
During the voting period, a group of users decided to
boycott the contest and made an automated voting
procedure for their name nomination: Burek i čevapi -

MEAT-PIE AND
SAUSAGE
                              Next morning, competition’s business weekly
                              magazine “Business.hr” published a headline:
                              EPH almost launched a media product named
                              “Meat-pie and Sausage”

                              EPH management was nervous, but project team of
                              “Novi medij” was happy. Because, as we all know –
                              “There is no such thing as negative PR!”
BRANDING
The last day of voting, at
midnight, we got the
winner, nominated by
graphic designer from
Zagreb.. The name of the
New Medium will be:


SUTRA
Translation:
TOMMORROW                                25

Runners up:
2. place: Porta (the Port, the Gate)
3. place: Komentator (the Commentator)
BRANDING
Results of “democratic elections”


  Public, open web nominations –1000 different valid name nominations
  public voting - the public talked about it
  Marketing experts screamed, managers were uneasy, users voted – cca.
  6000 votes
  reward for the winner – digital camera for the “citizen journalist”
  discussion on the blog was more active than ever                     26
  contest was hacked twice


And step by step, EXPERIENCE
is becoming the BRAND..
BRANDING


But there is
always a
villain..
On of the most active citizens on the blog, under the
                                                        27
user name “Roman” became the biggest opponent of
the project..

His name nomination was “Voice of Cartman” and he
used it to launch “a hate blog” under the domain
http://nomedij.mojblog.hr/..
HEAD HUNTING
for the Chief
How to find an “editor in chief” that
will be suitable for this kind of
metamorphosed media?
Print is still the core, revenues must be high, young      28
journalists need guidance, authority and experience..

On the other hand, what if the editor does not recognize
„new medium“ as the core process of creating the dialog,
if he or she does not understand the culture of internet
and online communities..?
We
found
him..
“The sollution” was the editor of one small



                                              Go
regional newspaper with this background:           29
  created 7 different daily versions of the
  same newspaper for every micro region


                                              MICRO!
  91% of subscription sales
  his mobile phone always opened for
  readers’ calls..
  he was in constant dialog with his
  readers..
And most important of all, he
                           dared to publish this front
                           page on one of his editions:


                                             Local town has
                                             problems with dog
                                             feces. Town council
Top national news story                      is not reacting,
of the day – army                            people are angry
helicopter crashed, dead                     and fruastrated.
and wounded. Big affair.
But only secondary news                      This story is
on this front page.                          relevant to every
                                             reader living in that
                                             particular town. And
                                             it is a headline story
                                             on this front page.
And now, the new medium

                                      is entering a second phase..
PLAN:

1. ASAP Launch of BETA portal in a web 2.0 manner
   Shift activities from the blog and other dialog platforms to www.sutra.hr

2. Form editorial staff, support, marketing and sales units
   Train them on the beta portal                                               31
3. In the meantime, work on the final version of the portal; launch it with
   promotion, including some ATL, BTL, direct & interactive marketing tools

4. Get ready to launch a DAILY NATIONAL NEWSPAPER. This time make a
   “big bang”.

5. Don’t ever forget to keep the dialog alive..
Launch of BETA portal in a web 2.0 manner
Shift activities from the blog and other dialog platforms to
www.sutra.hr




                                                               32


                             Dialog platform for
                             editorial staff and citizen
                             contributors
INNOVATION and EXPIRIENCE
through DIALOG.
RESULTS

  the whole process, all activities contributed to promotion - on all levels of
  project production, with constant user interaction

  citizens truly contributed to the creation of business model and market
  positioning
                                                                                  33
  community was created before the final product – future power users,
  readers, maybe even new media or journalist stars

  ideal “landing platform” was created for future mass media adv and
  communication

  Product is continually tested in real time with real users
INNOVATION and EXPIRIENCE
through DIALOG.
CONCLUSION

  innovation and progress in media brands is not only in content, design or
  technology – it should also be in the very process of creating the media

  Media products are created every day – wonderful opportunity to invite
  the consumer in the process of production                                   34
  Some models and processes in media industry will be uniform in the
  future, but it is clear that truly innovative ways of connecting with
  consumers and presenting the media product will take significant market
  shares
Thank you for your attention
and dialog
Petar Pavic
Head of R&D at Europapress Holding
Croatia
petar_pavic@eph.hr

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Let your audience create the dialog

  • 1. Petar Pavic Head of R&D at Europapress Holding / Croatia
  • 2. MARKET ANALYSYS EPH COMPANY IS A MAJOR PLAYER IN THE PRINT MARKET CCA 50% MARKET SHARE GROWING COMPETITION IN THE SEGMENT OF DAILY PAPERS Needs to fight back DIFFICULTIES IN CONVERTING TO A TRUE MULTIMEDIA COMPANY Like the most 2 Corporate decision: LAUNCH A NEW MEDIA BRAND IN THE SEGMENT OF NATIONAL DAILY PAPERS ..no other way but to expand LET YOUR AUDIENCE CREATE THE DIALOGUE!
  • 3. MARKET ANALYSYS DOUBTS WHAT EXACTLY SHOULD IT BE? HOW TO POSITION IT? WHO ARE THE KEY PEOPLE FOR THE JOB? WHAT’S THE EDITORIAL CONCEPT? Clear goals: SOMEWHERE IN THE TABLOID AREA / MARKET ACCENT ON READERS INTERACTION INNOVATE, DO NOT SATURATE Traditionally, expert teams, board of directors, managers.. would at this point begin to define the concept, marketing plan, business plan etc. - and only than the project would start.. 3 LET YOUR AUDIENCE CREATE THE DIALOGUE!
  • 4. R&D TEAM PROPOSED A DIFFERENT APPROACH.. Start the project right away, and include the community in the process – completely. 4
  • 5. BUSINESS & PRODUCT INNOVATION total integration of print and online, from the beginning – one process - not two different media web “aggregates the content” that is published in print in the morning users are equal contributors, they can comment but they can also write articles (if they have that “privilege”) newspaper is old news, so bring readers good stories and include them (community) in the process of creating them use internet as the most important platform for the interaction with users but also include mobile channel, promoters, call center, letters... editors become directors of dialogs and discussions have a small editorial team, mainly focused on the community and the dialog (not on opinion making and linear monologue) 5 LET YOUR AUDIENCE CREATE THE DIALOGUE!
  • 6. All media resources and stages – one single process with various (media) products as results. Interaction with Editorial staff Web – Daily paper – Mobile – push and readers / users content aggregation of best of content pull heavy duty production content every day tool Users / citizen content Special editions – production planned, marketed responses to Pre publishing stages Publishing phase people's needs and interests Media concept Business and Early phase of Beta products and and positioning marketing preparation testing planing Advertising, Marketing & Resources gathering promotion, Media content, Business management > Technical they are all the same preparation and process and product! And production “Providing constant dialog is gluing Beta products and them togeher. dialog platform testing and selling expirience” Agile development And make that a brand value!
  • 7. VISION IF WE REALLY WANT TO CREATE A MEDIUM FOR OUR AUDIENCE, WE TRULY NEED TO SHIFT FROM MONOLOGUE TO DIALOG FROM THE VERY BEGINNING AND BIRTH OF THE PROJECT IDEA – AND THROUGHOUT IT'S LIFE SPAN. DIALOG ITSELF BECOMES THE THAN, MEDIUM WITH ITS' PHISICAL PROOFS IN PRINT, DIGITAL AND OTHER FORMS, ON VARIOUS CHANNELS. 7
  • 8. ASSUMPTIONS ..and just like a living human, this kind of media will learn to walk in the begginning, stump once in a while, take irrational and rebel moves in it's teens and be guided with more ratio in its mature stages. IS IT POSSIBLE TO STRUCTURE AND PLAN THIS TYPE OF CREATURE? MAYBE NOT, BUT THE MANAGEMENT INSISTS ON IT.. 8
  • 9. The project NOVI MEDIJ and it’s development 9 “ A New Medium (translation)
  • 10. TASK 1: FINDING HUMAN RESOURCES Or the first act of corporate sin Do HOW TO FIND THE MOST CREATIVE AND EXCELLENT PEOPLE FOR THE TEAM? WILL THEY UNDERSTAND INTERNET? some WILL THEY BE GOOD ENOUGH FOR PRINT? WILL THE INTERNAL CORPORATE 10 COMMUNITY SUPPORT THIS APPROACH PR… AND PROJECT? HOW TO SHAKE UP THE TRADITIONAL APPROACH IN MEDIA BRAND MAKING? LET YOUR AUDIENCE CREATE THE DIALOGUE!
  • 11. TRANSLATION: DECLARATION FOR THE NEW MEDIUM We had enough of old fashioned and conservative work in existing newspapers and magazines! This board of directors is leading us to slowly into the new era! Existing management and editors are slowing us down, there are better ideas! If you want to use your full potential and all the 11 possibilities of the new media world, If you want to use your full potential and all possibilities of the new world of media JOIN US AT: go@newmedium.com We are looking for editors, journalists, conceptualists, marketers, adventurers and businessmen. WE PAY FOR IDEAS AND OPINIONS!
  • 12. Posters were put up everywhere in the company building during the night, without the knowledge of the management In the morning, entire company was talking about it, most did not know who or why did it.. Even some competition media published various info – “union rebelion in EPH” The first buzz about the NEW kind of project was created.
  • 13. TASK 2: PROJECT DOCUMENTATION AND SPECIFICATION There was non. So we opened up a project blog to discuss it with citizens and create it on the go. 13 Every project topic was discussed publicly, from the starting idea to sensitive issues such as fees for citizen’s content or launch dates of print version.
  • 14. SOME OF THE BLOG POSTS / DISCUSSIONS: Citizen – journalist Could citizens be more accurate and relevant than professional journalists? How to balance direct content contribution and the quality of content? A new project by EPH – users will create the content? 14 Decisions will be made by “the ignorant” Citizens and journalist together to create things that is of our real interest How to control the users and check the relevance of their content? Anonymous or real names?
  • 15. BLOG AS A PROJECT PLATFORM every project activity was posted and commented all ideas where discussed many young people signed up to become citizen contributors / journalists even in the early stage Even without having a detailed plan, the 15 concept, the budget.. we already had a medium and the users..
  • 16. Workshops Every Friday public, open workshops were held – for existing employees from the company and other people that were interested Table of content for the workshops: > Intro presentation about the project 16 > Animated film “The New York Times has gone offline” –by the Museum of Media History in Florida, USA (http://mccd.udc.es/orihuela/epic/) > Presentation about importance of relation to the reader (user) > Discussion and other exercises
  • 17. When journalist from competition's weekly magazine contacted us and wanted to interview the editor or the project leader - we asked her to join us at our next workshop to find out everything about the project. Every work shop was followed with PR in companies' existing newspapers and commented on the blog. Workshops were mandatory for project Workshops and meeting were team – including developers, truly open for everybody that designers, journalists.. signed up.
  • 18. UNEXPECTED EXPENSES Promo spill over to offline Motovun Film Festival – one of the best and coolest events in the region, “everyone will be there” – artists, movie industry, showbiz, lot's of people. And not just “internet audience”. So we sent out our gerilla unit to promote the „new medium“.
  • 19. Because all we are doing is an intereactive wallpaper and we need citizens not only to read but also to write.
  • 20. BRANDING Or for the start, how to find an adequate name for our “New Medium”? When a new national daily newspaper is coming out, everybody is talking about it (Croatian market has 4 national daily papers) Public and business community always wants to know what will it be. Traditionally, management and/or marketing experts spend days 20 looking for the most suitable name But in the concept of “Novi medij”, it was clear that all these facts cry out for the open and public process, unlike all other media on the market so far..
  • 21. BRANDING Public contest campaign for the name of the new medium was launched.. Campaign (translation): “Give Me the name” Your new daily newspaper Name PR in other “in nominations and house” print public voting on and web media the website
  • 22. BRANDING Variations on print ADS during the contest Full page add and Give me the name other formats My new daily newspaper
  • 23. BRANDING Name contest campaign 2 weeks of name nominations voting process in 3 rounds – selection of 100 names > 20 names > final Add campaign in “in house” media brands RISK: legal matters 23 ... and the winning entry was..
  • 24. Oops! Contest is hacked! During the voting period, a group of users decided to boycott the contest and made an automated voting procedure for their name nomination: Burek i čevapi - MEAT-PIE AND SAUSAGE Next morning, competition’s business weekly magazine “Business.hr” published a headline: EPH almost launched a media product named “Meat-pie and Sausage” EPH management was nervous, but project team of “Novi medij” was happy. Because, as we all know – “There is no such thing as negative PR!”
  • 25. BRANDING The last day of voting, at midnight, we got the winner, nominated by graphic designer from Zagreb.. The name of the New Medium will be: SUTRA Translation: TOMMORROW 25 Runners up: 2. place: Porta (the Port, the Gate) 3. place: Komentator (the Commentator)
  • 26. BRANDING Results of “democratic elections” Public, open web nominations –1000 different valid name nominations public voting - the public talked about it Marketing experts screamed, managers were uneasy, users voted – cca. 6000 votes reward for the winner – digital camera for the “citizen journalist” discussion on the blog was more active than ever 26 contest was hacked twice And step by step, EXPERIENCE is becoming the BRAND..
  • 27. BRANDING But there is always a villain.. On of the most active citizens on the blog, under the 27 user name “Roman” became the biggest opponent of the project.. His name nomination was “Voice of Cartman” and he used it to launch “a hate blog” under the domain http://nomedij.mojblog.hr/..
  • 28. HEAD HUNTING for the Chief How to find an “editor in chief” that will be suitable for this kind of metamorphosed media? Print is still the core, revenues must be high, young 28 journalists need guidance, authority and experience.. On the other hand, what if the editor does not recognize „new medium“ as the core process of creating the dialog, if he or she does not understand the culture of internet and online communities..?
  • 29. We found him.. “The sollution” was the editor of one small Go regional newspaper with this background: 29 created 7 different daily versions of the same newspaper for every micro region MICRO! 91% of subscription sales his mobile phone always opened for readers’ calls.. he was in constant dialog with his readers..
  • 30. And most important of all, he dared to publish this front page on one of his editions: Local town has problems with dog feces. Town council Top national news story is not reacting, of the day – army people are angry helicopter crashed, dead and fruastrated. and wounded. Big affair. But only secondary news This story is on this front page. relevant to every reader living in that particular town. And it is a headline story on this front page.
  • 31. And now, the new medium is entering a second phase.. PLAN: 1. ASAP Launch of BETA portal in a web 2.0 manner Shift activities from the blog and other dialog platforms to www.sutra.hr 2. Form editorial staff, support, marketing and sales units Train them on the beta portal 31 3. In the meantime, work on the final version of the portal; launch it with promotion, including some ATL, BTL, direct & interactive marketing tools 4. Get ready to launch a DAILY NATIONAL NEWSPAPER. This time make a “big bang”. 5. Don’t ever forget to keep the dialog alive..
  • 32. Launch of BETA portal in a web 2.0 manner Shift activities from the blog and other dialog platforms to www.sutra.hr 32 Dialog platform for editorial staff and citizen contributors
  • 33. INNOVATION and EXPIRIENCE through DIALOG. RESULTS the whole process, all activities contributed to promotion - on all levels of project production, with constant user interaction citizens truly contributed to the creation of business model and market positioning 33 community was created before the final product – future power users, readers, maybe even new media or journalist stars ideal “landing platform” was created for future mass media adv and communication Product is continually tested in real time with real users
  • 34. INNOVATION and EXPIRIENCE through DIALOG. CONCLUSION innovation and progress in media brands is not only in content, design or technology – it should also be in the very process of creating the media Media products are created every day – wonderful opportunity to invite the consumer in the process of production 34 Some models and processes in media industry will be uniform in the future, but it is clear that truly innovative ways of connecting with consumers and presenting the media product will take significant market shares
  • 35. Thank you for your attention and dialog Petar Pavic Head of R&D at Europapress Holding Croatia petar_pavic@eph.hr