. ABOUT MEDIA
Stretching the market and politicians
FAKT, Polish version of BILD
“Oh God, that’s children!” – cried red/black contoured letters over a full page picture of a naked boy kept in arms by a Russian soldier running from school in Bieslan, Osetia, taken over by Chechen terrorists. “Over 150 kids killed , 700 injured” added another title above, next to the logo of “FAKT”, Polish version of Bild. There were only two more important graphic elements on this cover from September 4, 2004: small black stripe, symbol of mourning on letter F, not present in any of seven other nationwide Polish dailies, and a yellow star with reminder: “Only 1,20 zlotys”. Even documenting this day of unprecedented horror, the biggest and the youngest Polish daily did not miss to point out the main source if its success, as well as its personal touch with the readers.
Almost a year earlier, on October 22, 2003, when “FAKT” was sold for the first time in kiosks, its publisher – Axel Springer Polska - was cautious, but optimistic about the future of its new project,. “We are convinced we would make a successes in Poland” Andreas Wiele, responsible for international market in Axel Springer AG, told “Gazeta Wyborcza”. He refused to compare the project in Poland with “Claro”, Axel’s daily in Spain, which happened to be a failure after only a few months of publishing. “In Poland – argued Wiele – we have knowledge of the market and strong editorial team. We also would like to keep 1 zloty price for a long time”- he added.
Next months proved he was right. Rise of cover price after only half a year to 1,20 zloty in Warsaw and nationwide for Thursdays edition, only confirmed that. “FAKT” repeated what “Newsweek Polska”, another big Axel’s project, did earlier on Polish news market: getting new readers without heavy losses to its competitors, which means stretching the market. Polish edition of “Newsweek” started in September 2001, a week before Twin Towers bombing. “Newsweek Polska” led by Tomasz Wroblewski, energetic reporter and editor with US experience, skilfully surfing on a wave of growing interest in international affairs, but also providing majority of a genuine Polish content, with help of a strong promotion in one year beat or levelled even with two traditional opinion weeklies: left oriented “Polityka” and more conservative “Wprost”. “Newsweek Polska” grabbed attention of a younger crowd of readers, beneficiaries of Polish modernisation and EU joining. Politically it was bit more to the right, which favoured criticism of the left wing government. But first of all, “Newsweek Polska” has been a commercial success. Editorially it followed the new journalism dogma, known earlier only in colour papers: writers, photojournalists and graphic artists deliver facts and impressions, not the stories. The editors are those, who really compose them, mixing and schmoozing all these elements.
There is no doubt that it was “Newsweek Polska” positive outcome which opened the way for arrival of “FAKT”. For year and a half before launch 120 journalists were working over a “project”, which for a long time had no name. From dumb issues it was only obvious that it would be four letters word. When “FAKT” started, there were jokes about proximity of it to another English our letter word, popular especially among younger crowd, but they made no harm to the new title. The editorial team was completed from “Newsweek Polska”, then defunct daily “Zycie” and “Super Express” – its main competitor. In fact, “FAKT” was stealing journalists – one day almost all sport editors of “Super Express” quit their jobs, moving to a new title. “FAKT” was offering them really good conditions: average monthly wage about 6.000 zlotys (than 1500 E; however all wages are strictly confidential), free mobile phones, easy cover for expenses, additional health coverage. The editor in chief, Grzegorz Jankowski, was moved from “Newsweek”, where he was a deputy. There were some well known names in the team, but no stars.
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