


	Ifra XMA Cross Media Awards Projects





	Company: Agora SA
	Project name: Language service: Polish for Poles

	General information about the publication

	Gazeta Wyborcza is the best read national daily newspaper in Poland. It has 6 million readers weekly. Circulation: 474 thousand copies. Gazeta is published by a multimedia group Agora. It publishes also a free daily Metro, 10+ magazines, runs a leading internet portal Gazeta.pl, radio stations and outdoor advertising business.

	Project description

	Gazeta Wyborcza and its web portal Gazeta.pl collaborated with readers to create unique collection of books about modern Polish language, internet language advice service, editorial features in the printed newspaper and radio shows.

	The basic idea of our project

	Web portal Gazeta.pl runs a popular expert message board where readers discuss a usage of modern Polish language. We wanted to use this interest and valuable content to produce brand extensions in both print and radio. Target audience include young readers, especially school and university students, their parents and teachers. The project was supported by a leading publisher of dictionaries PWN, Polish television TVP and nation-wide radio network Radio Zet.

	Used Media Channels


	Newspaper		TV

	Event(s)		Book(s)

	Online		Online Radio / Podcasting

	Radio

The Implementation

In February 2007 in association with Polish book publisher PWN Gazeta launched an 13-volume collection of Polish language dictionaries (hard cover, high quality printing, 500 pages per volume). The last volume was fully based on readers' content from our internet message board.
Start of the collection was accompanied by a launch of a daily section called Polish for Poles with features about modern language usage, letters and Q&As with readers. Editors of the section wrote also an internet blog.
After a week we launched a weekly column written by Gazeta's language expert.
The column is supported with a weekly radio show about Polish language with our expert, university proffesors, actors, politicians etc.

Image(s)

01-Language-ReadersVolume.jpg (16 KB)

02-Language-Billboard.jpg (91 KB)

03-Language-CampaignLogo.jpg (11 KB)

04-Language-DailySection.jpg (235 KB)

Links

Message board on language:
http://forum.gazeta.pl/forum/71,1.html?f=374
Editorial blog:
http://polskidlapolakow.blox.pl/html
Archive of editorial section called Polish for Pol ...
http://www.gazetawyborcza.pl/0,79077.html

Project results

Gazeta's language message board edited by our editor Teresa Kruszona has over 31 thousand posts, organised in over 4100 threads.
The volume of dictionary collection based on readers' content included hundreds of most interesting Q&As, comments and advice (on 500 pages).
The circulation of the first volume of the collection was 200 thousand copies. The circulation of the next volumes was 75 thousand copies.