Piano- is it a saver of Slovenian newspaper?

This post is also available in: Slovenian

More and more are talking about piano, but not to say that all Slovenians suddenly wanted to play the piano, but the Piano is payable system for premium online content of some newspapers and their editions.

Slovak startup

In May 2011 the Slovak started Piano as startup company Piano Media AS and start to market the content of the main Slovak publishing houses. With one subscription readers can access the premium content to many different media. for readers is easy to use and purchase. Payment can be made via SMS, bank transfer or credit card. Can be weekly, monthly or annual subscription.

Despite the fact that publishers have agreed on joint action and price, the system is designed to promote competitiveness and better quality content; with original content and not just the transmission or translation of foreign news articles than it is now often cited.

The system is arranged so as to obtain a 70% of subscription to publishers, of which 40% of goes to those who have obtained the client and the rest depends on the clicks and the time spent by readers on the content. 30% retained by Piano.

In Slovakia, they first make their contents seven major publishing houses and 2 TV houses; readers have the full access to all printed articles and multimedia as well as their archives. In addition to browsing through newspapers or the flash version some even make access via Kindle and both television studios offering access to its content and archives, without commercials.

 Slovenian Piano

In Slovenia there are currently in the system 8 newspaper publishers: Delo, Dnevnik, Slovenske novice, Primorske novice, Gorenjski glas, Dolenjski list, Pozareport.si, Računalniške novice, 7 dni, Podstrešje Večer and AutoBild.si with a total of 40 teams services .


Till 30 January is possible free of charge subscription to gain free access for 3 weeks (until 20 February), which is non-binding for further charge variant. Content will be available from 30th January 2012 (not yet available).

Success in Slovakia

Already in the first month they were able to obtain subscriptions of 40,000 €, which represents almost 14,000 subscribers. According to Slovakia with 5.5 million inhabitants of whom 74% use the internet (4 million people), would have been in almost 3 x smaller Slovenia meant that we can count with 2 million inhabitants and 1.3 million of Internet users (65% ) to 5,000 subscribers, or 24,500 € income (statistical source: Internetworldstats). That’s not a lot, so the system is more expensive for us, we have instead of 2.9 for monthly subscription to pay € 4.9 per month in slovenia. I think slovenian publishers will have to make a little more effort for payable system to succeed, at least 10.000 subscribers to prevent the collapse of the publishing houses. it is difficult to make up a high drop in sales of printed media in recent years and online advertising does not bring as much as was once thought (slovenians are not clicking nation).

Most clients are naturally acquired by publishers, who are rewarded for each one, but now is also discussing with ISPs on the possibility of a piano there. Slovak publishers have found even an increase in the number of visits to their free content sites, the sale of printed media not drastically decreased.

 Do we see the future of journalism?

Media houses have long been thinking about paid content, but most attempts failed with the exception of large like The New York Times and The London Times. In slovenia, probably the most successfully marketed its content for many years is finance.si.

Below I consider the future of journalism:

  •  payable on demand content
  • good writing content
  • news in real time
  • Investigative Journalism
  • Curating news

Can publishers still marketing advertising?

Publishers generally, despite paying for content remains advertising its content, ultimately, the print media have advertising, even when we paying the subscription. A web is a completely different world where the practice is that when paying for the content, then there is no additional advertising, of course, ads stays on web sites with free content.

 Piano will succeed in Slovenia?

Depending on the quality of premium content and when it becomes available Piano will succeed here. If, for example daily newspapers Delo and Dnevnik offer printed version evening before like slovakian Pravda, which provides access to tomorrow’s newspaper today – after 20:00 am. Too bad that Večer offers its rich archive only for today, maybe at least for the day after too. It is not enough just to offer a PDF version of the printed newspaper, but they need to adapt the latest trends and offer the content available to different readers like Amazon Kindle. You could for example on the free site offer video interview squeezed and in piano and we could see the entire interview.

Unfortunately, the mobile version for Android, iPhone and others yet to come, but plan to introduce by the end of 2012. Possibilities to further diversify of the offer is still great, here I describe just a few good examples. But mainly will be succeed decided by the quality of the content that will among other things, be the work of investigative journalism.

Thus, pre-registration is carried out, but now make me convice by the content that I’ll make payable subscription!

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Works as system engineer in Slovenian Enterprise in Microsoft environment focusing on security, deployments, SharePoint, SCCM and CheckPoint firewall. Author of successful blog about IT security, Microsoft tips & tricks, social media, internet trends.

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