tomas bella

• 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