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• CEO at PianoMedia.eu (Bratislava, Slovakia)
• Teacher of online journalism
• Formerly reporter, editor, editor-in-chief
at the most popular Slovak news portal “SME“
Twitter: @kvasinka @pianosystem
USA 2017 UK 2019 Finland 2021 Poland 2025 RUSSIA URBAN 2026 Slovakia 2028 France 2029 Germany 2030 RUSSIA 2036 Mongolia 2038
Zdroj: Mediaresearch, 2010 28
29
Cable-TV internet model
Flat fee payment for country-wide
premium content access
Cable-TV internet model
Flat fee payment for country-wide
premium content access
Resulting in:
Immediate subscription revenue,
no investment
Greater payment acceptance by
users
0 1 2 3 4 5 6 7 8
-10,00%
-5,00%
0,00%
5,00%
10,00%
15,00%
20,00%
-8,00%
-6,00%
-4,00%
-2,00%
0,00%
2,00%
4,00%
6,00%
8,00%
February March April May June July August
Piano Non-Piano
• National system helped the media to explain themselves.
• National system helped the media to explain themselves.
• Small fee + easy payment + habbit = it is just easier to pay than looking for alternatives.
• National system helped the media to explain themselves.
• Small fee + easy payment + habbit = it is just easier to pay than looking for alternatives.
• People who do not want to pay just read another article.
• Different content works for different publishers.
• Different content works for different publishers.
• Helpdesk – 1200 questions in the
• first month.
• Different content works for different publishers.
• Helpdesk – 1200 questions in the
• first month.
• Payment methods – different preferences.
• All current articles
• All current video
• Reader’s discussion forums
• Týždeň Blogs
• Selected featured articles and video
October 2010 – May 2011
Joined Piano in May 2011,
moved 90% of all content behind the pay-wall
October november December January February March April May
•
•
•
•
Content behind Piano's paywall:
• Opinions section
• Discussion Forums
• Flash version of the printed paper
• Petrol prices
• Kindle version
• + about 10 other services
0
50
100
150
200
250
300
350
400
450
500
2006 2006 adjusted* 2011
scale in % compared to 2006
July 2010 – May 2011. Source: AIMmonitor Audit
* Adjusted for 2011 number of internet users
0
100
200
300
400
500
600
700
800
2006 2006 adjusted* 2011
scale in % compared to 2006
July 2010 – May 2011. Source: AIMmonitor Audit
* Adjusted for 2011 number of internet users
Unique users + 3,7 %
Page views + 5,7 %
• One year of negotiations
• Piano Media independent from
publishers
• € 1 million investment into technology
• Pay-per-click ad network.
• Operating in 9 countries
• 60 % market share (Google AdSense: 40 %)
• New media consultancy, advising major publishers.
• Owned and operated by three former newspaper editors.
• Enterprise CMS producer
• Enterprise Arena Management Systems producer (2014 Olympics, WHC 2011)
1. Technology
2. Know-how
3. Support
4. Sales
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