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A cacophony of voices from across the web have begun to take issue with that holdover from legacy media, the op-ed page.  

Ezra Klein, Washington Post domestic policy blogger, posted an indictment of the Washington Post's op-ed page on Monday.  

"I don't really understand why my op-ed page, or all the other op-ed pages, waste so much real-estate publishing talking points from politicians," he lamented.  He went on to argue that op-ed pages should post pieces written by experts "for a different purpose...than those written by political experts."

The International Press Association, an organization representing all foreign reporters stationed in Belgium, is hosting a meeting today to discuss employment prospects for journalists reporting in Brussels.

The meeting, entitled "What does the future hold for Brussels-based journalists?" will attempt to address the exodus of much of the European Union press corps over the past five years and the diminishing presence of foreign press in Brussels.  According to a press release, the API "considers an urgent taking stock and a broad debate are imperative."  The group hopes to address three main concerns:

Nikkei Inc., the Japanese newspaper publisher of Japan's five largest newspapers, has announced it will launch a paid digital edition for its business daily, the Nihon Keizai Shimbun (known as The Nikkei), on March 23.

Access to the publisher's previous newspaper website, Nikkei Net was free of charge. However, after March 23, access to part of the content of the new website will be limited to paid subscribers only, The Asahi Shimbun reports.

Nikkei President Tsuneo Kita said in a news conference that the company is approaching "this project from a different concept than the conventional perception that information on the Net is free of charge."

France-Soir, once one of France's most widely read dailies but now an influential blip in the French media landscape, was recently purchased by the 25-year-old son of a Russian billionaire Alexander Pugachyov.  Pugachyov has put a 50 million euro bet on the newpaper in hopes to return it to its former glory.

The paper, launched in 1944, once reigned as France's fourth most popular daily with a circulation of more than 1 million copies at its peak.  It has since fallen into obscurity, and before Pugachyov's investment it employed only 40 reporters with a much-diminished daily circulation of 23,000 copies.

Pugachyov has since expanded the newsroom to 100 reporters and is beginning a 20 million euro advertising campaign in the hopes of improving France-Soir's circulation to a robust 150,000 to 200,000 copies.  The paper will spare no expense to improve its standing, as Pugachyov plans to emphasize original photography, despite the costs that may incur.

The New York Times' hyperlocal efforts will soon be supplemented by its new partnership with newswire Fwix.

Created 2 years ago by then-21-year-old Darian Shirazi, Fwix's CEO and founder, the newswire relies on a number of sophisticated search algorithms that pull together news articles and blog posts related to a certain area from across the web.  Fwix programmers also select local news sources and blogs to watch for relevant items to aggregate.

This allows for articles on the web to offer readers a series of related links pertaining to news from around that area.  A reader of an article about robberies in New York city's Chelsea neighborhood could theoretically be guided to further articles about Chelsea using Fwix's software.

The end result of a collaborative six-month project between USC's Anneberg Journalism School and the Center for Investigative Journalism will premiere March 19th. Entitled "Hunger in the Golden State," the project is a three week-long multimedia series documenting California's growing social issues in light of the economic crisis. A press release from the Annenberg School noted that more than 20 multimedia stories will be released online, over the radio, and on television.  

The European Fund for Investigative Journalism, or Journalismfund.eu, launched in February 2009 with a plan to raise funding for investigative reporting that involved cross-border collaboration in Europe.

"In Europe we can see that politics, business, even organised crime all cross borders, while journalists and their coverage are often focussed purely on a national target group and are reluctant to cross borders," director Brigitte Alfter explained in an interview last year.

Just over a year on, two investigative stories have been published and eight more are currently being researched, with groups of two to six journalists working on each. The money raised by Alfter goes towards travel, advice, time and making freedom of information requests. 

Print media may not die if the printing press is put in the hands of the consumer.  It's this idea that drives the Newspaper Club, a London-based startup that allows members to print small runs of their own newspapers at low cost. 

The venture began when a group of friends decided to compile their friends' best blog posts and photos and print it as a newspaper titled Things Our Friends Have Written On The Internet.  Because printing presses sit idle for most of the day, a small run of newspapers turned out to be remarkably cheap--about 364 euros for 300 copies.  The small price led the friends to form a company and start marketing the printing option to others.

Remarkably, over this past week search giant Google was surpassed by social networking site Facebook as most visited website online in the US, with only 7.03 percent of all website visits to Facebook's 7.07 percent, according to an analysis done by Hitwise.  The difference in visits, albeit small, is telling, as it reflects the growing tendency of internet users to look to their friends rather than search engines for online media.

Facebook does come in as the fourth source for visits to specifically news and media websites, behind the main Google search site, Yahoo, and MSN.  But when compared to smaller search sites Google News and Google Reader, which direct 1.39 and .01 percent respectively of all upstream visitors to news and media websites, Facebook has a clear lead in providing 3.52 percent of all visits.

ABC recently announced plans to initiate a paywall for some of its online content starting this June, hoping to alleviate some of its financial troubles and increase revenue.  The announcement comes in the wake of ABC's restructuring plans and its decision to eliminate 300 to 400 jobs through buyout propositions.

ABC's initiation of a paywall should come as no surprise to those watching media news over the past year.  Beginning with the success of the Financial Times and Wall Street Journal's moves to paid content, NewsCorporation, MediaNews and the New York Times followed in their path with plans to erect paywalls by 2011.  Just this week, the Washington Post announced its launch of Capital Business, a business weekly for  subscribers only.

These changes result from a steep decline in ad revenue for online newspapers over the past year, with American newspapers earning 17% less from advertising on the web than they had a year earlier, according to the Economist.  The Washington Post alone lost four percent of its revenue in the fourth quarter of 2009, and new paid content plans hope to alleviate some of the financial stress of the past year.

Although checking sources is a fundamental rule of journalism, with the increasing pervasiveness of social media sites like Twitter, the temptation to discard this old rule can become too strong for some journalists to resist.

As the Press Gazette's Dominick Ponsford posted on The Wire, reporters for various newpapers in the UK used Twitter as a source for an article covering rumors of marital difficulties between French President Nicolas Sarkozy and his wife, Carla Bruni. The Independent's Steven Glover reprimanded the reporters for their failure to fact-check.

"A Twitter rumour alleging adultery on the part of a home-grown politician would not be taken up so eagerly by British newspapers," he said. "We apply more stringent standards to rumours about our own politicians."

Despite the dizzying amount of news content available online today, it seems many readers are reluctant to venture too far from their circuit of favorite sites.

According to a new study released Monday by the Pew Center's Project for Excellence in Journalism, only 35 percent of people who use the internet to read news have a favorite website, and only 21 percent are "monogamous," or rely on only one site for news. Of the same audience, 57 percent rely on two to five sites for news.

Heading up the Commission of Inquiry into the Future of Civil Society, an independent investigation looking at the future of public life, Geoff Mulgan has branded the majority of online news as little more that  "recycled 'churnalism'", the Guardian reports. To combat this, the commission has proposed a tax on the likes of Google and websites using news that they themselves have not produced. It is estimated that the tax could generate £100m a year, which would be distributed amongst local newspapers feeling the pinch.

Apple has received roughly 152,000 pre-orders for the iPad since Friday morning, according to early estimates by InvestorVillage.

While iPad pre-orders were coming in at 25,000 per hour the first day, Apple failed to maintain that pace as transactions dropped to 1,000 per hour over the weekend, according to Daniel Tello, a blogger who has been analyzing iPad order numbers at AAPL Insanity at Investor Village.

"With three weeks and two weekends left before they ship, I wouldn't expect more than half a million in pre-orders and reservations," Tello told Fortune.

Newspapers are eager for the iPad to hit shelves April 3, but most iPad editions of newspapers are still just concepts, paidContent:UK reported.

Dutch newspaper De Telegraaf has posted its concept video on YouTube, while another publisher in the Netherlands said publishers have been having "secretive" meetings with Apple ahead of the iPad launch.

For more on this story please see our sister publication www.sfnblog.com

The 8.8 earthquake that ravaged central Chile on February 27 has also wreaked havoc on the newspapers that operate in the region. While some continued to print with borrowed electric generators and improvised newsrooms, some were forced to halt publishing for a number of days. Most of the local newspapers websites' in the most affected areas were down in the aftermath of the quake. But, even though the worst seems to be over for this battered nation's newspapers, damage to the country's largest paper factories could become a big problem for not only Chilean but also other south American newspapers.

As aftershocks still rattled central Chile, the Editors Weblog spoke to the General Manager of the Asociación Nacional de la Prensa of Chile, Ignacio Muñoz, about how the earthquake has affected Chilean newspapers and how they have coped with the difficulties of reporting under extraordinary circumstances.

Journalists in China will have to brush up on their communist history if they hope to continue reporting the news. China's print media censor is planning to introduce a new qualification exam for journalists as the government tries to exert further control over news outlets, the South China Morning Post reported yesterday.

Li Dongdong, the deputy director at the General Administration of Press and Publication confirmed on Wednesday that that qualification exam would resemble the test taken by civil servants, and that all aspiring journalists would be required to take it before applying for a reporting job.

Under the new guidelines, the Communist Party's stance on journalism would be required reading for students studying journalism.

The "Year of the Paywall" is upon us and in a time where most newspapers seem to be gearing up to build one around their websites - the New York Times and the News Corporation Wapping publications are just a couple of examples - some executives believe there is still room for other revenue models to coexist with paid content.   

The head of digital media at News Corporation, Jonathan Miller, told delegates at the Abu Dhabi Media Summit that "dual revenue streams" are likely to co-exist as media organizations try ways of making money online, according to Guardian.

As a part of the Tribune Co.'s efforts to reduce costs and direct resources to focus on local coverage, the Daily Press of Newport News, Virginia will outsource page design, formatting and editing pages to the company's flagship paper, the Chicago Tribune. This announcement came to the staff at both the newspapers on Monday, the Tribune reported.

The transfer of responsibilities from the Daily Press suggests elimination of copy editors and designers, Hampton Roads reported. The newsroom staff will likely be reduced by 15 percent, Digby Solomon, president and chief executive of the Daily Press, told the Tribune.

For more on this story please see our sister publication www.sfnblog.com

Despite news that Sir Ray Tindle launched four new local papers last week, it appears that regional press is still not out of the financial woods just yet.

The Guardian has reported that neither the Regional Press Awards nor the Circulation, Editorial and Promotions awards will be going ahead this year.

The reasoning behind such a move is said to be due to the fact that the awards are not considered "viable" in such an economic climate, with several newspaper publishers declaring themselves unable to participate, despite the fact that the Wilmington Group (the name behind the Regional Press Awards awards) had offered to reduce entry fees and ticket prices.

The Guardian reported an entry price of £39 and ticket price of £130, which  regional papers find themselves without the funds to pay. 

Source: Guardian

When newspapers aren't grappling with the question of how to monetise online content, they are most likely battling against the hostile economic climate and advertising revenue downturn. Then, there is the age-old question of how to deal with competitors: Newspapers may be united in the preservation of print, but as the following story illustrates, each newspaper is its own separate entity:  

The SF Weekly will be forced to pay rival publication San Francisco Bay $21 million in damages, after a court ruling found the former guilty of lowering the costs of its advertising space with the intent of putting its rival out of business, The San Francisco Chronicle has reported.

Aggregators such a Google are often accused of making life more than a little difficult for newspapers - yet the company has spoken out once again, offering advice for newspapers struggling against the ubiquity of online news:

In an article by Mercedes Bunz from The Guardian's Digital Content Blog, Google stated that the "key" to newspaper's survival online is "engagement". The statement, issued by Google's Hal Varian, places emphasis on the importance of offering readers interactive experiences but provided little information on specific steps publications should take to go about doing this.

In Janowo, an 850-person village in north eastern Poland, on a Monday last month, a dozen people - mostly teenagers or over 40s - were gathering in a multi-activity meeting hall. They were listening to Igor Hrywna, a journalist at Gazeta Olsztynska, the dominant newspaper in this "Warmia-Mazury voivodship" (Varmia-Masuria). That day he left his base in the regional capital of Olsztyn to meet this group for the third time in one month. With his assistance, they are learning how to contribute to the recently launched hyperlocal website janowo.wm.pl, covering the 3,000 people "gmina" (commune) centered on Janowo, one of the smallest of the region.

"There are fewer than 120 broadband Internet subscribers today. Our goal by the end of the year is to have at least 6000 unique users", explains Hrywna, who supervises Gazeta Olsztynska's commune portals. "To achieve this, we are organizing two to three hour long training sessions for citizen journalists. I also learn from them!" The training for citizen journalists always begins with the easiest things, like sending pictures with a short description. It includes how to search and browse in the website, how to write, and how to be accurate.

Gazeta Olsztynska's hyperlocal websites like Janowo's are typically 80% filled by local citizens, with user generated content (UGC) mostly on social events. Staff journalists provide the rest, through their assistance and through their own written and edited pieces. "Small communities know what kind of information they need. That is why we base our portals on civil journalism supported by our professional knowledge. The goal is to have the so far marginalized villages really exist in the social cyberspace," comments editor-in-chief Ewa Bartnikowska.

During the Janowo training session, a retired music teacher, Janina Sadowska, who has been a reader of the regional daily for a long time, explained that she was there for two reasons. "First, it is a natural prolongation of my habit of sending readers' comments to the editor. Second, I am at the head of a women's club, and we want to have a presence in our gmina's website."

The young aspiring journalists, between 12 and 18 years old, came from a nearby agricultural school. One of them was filming the reunion with a small camera, planning to post some sequences in the website. Another one, Przemyslaw Ciesielski, 18, explained in clear English: "We don't buy newspapers, but we are interested in news."

For Jarek Tokarczyk, the president of Edytor, Gazeta Olsztynska's publishing house, the involvement of the young in his online projects is critical, because "they already know the Internet, which is accessible at school, even in the most remote villages; through them we can also reach their parents for other publications." Bartnikowska added: "It is very important for us to have roots in print, even though we go at the lowest geographic or smallest community levels only online. This strategy for localism is also only possible if we have social and not only media projects."

Edytor is already managing 35 such hyperlocal websites, as a way to get closer also to small advertisers. In the villages, the biggest companies are often the bakery which employs only eight persons, or the hairdresser with a staff of four. "We want to reach the places where print is not profitable, asking our advertising salespersons to monetize potential markets which have been ignored until now. For this purpose we also train our print representatives to understand the web, setting online revenue goals for each of them," explains Tokarczyk. "We know that the number of Internet users in the country and small towns is going to grow. We have to do it now because tomorrow will be too late." This "deep in localities" strategy is timely with new legislation to be implemented in the coming weeks, for broadband access everywhere in Poland. There are also local governments elections in September, which will boost the interest for hyperlocal news.

Gazeta Olsztynska and its separate edition Dziennik Elblaski, covering an area integrated only ten years ago into the region, have a quasi-monopoly in Varmia-Masuria, one of Poland's 17 voivodships. National daily Gazeta Wyborcza has local editions, but they are read principally in the biggest cities like Olsztyn, where they have a weaker position. In addition to the Internet portals, Edytor controls 21 hyperlocal weekly freesheets, which encompass numerous news areas, social to e-commerce activities. Each has its online version, is available as a supplement of the daily, and corresponds more or less to a county ("powiat").

Janowo, for instance, is attached to the local newsroom based in Nidzica and covering a 35,000 people powiat. Weekly Gazeta Nidzicka's editor-in-chief Jerzy Grala is assisted by four reporters and three sales representatives. The portal nidzica.wm.pl is updated at least twice a day, and links to and sometimes feeds the central newspaper's website gazetaolsztynska.wm.pl. It is enriched by content provided by its communal websites, including janowo.wm.pl, which is updated a few times a week. Grala also posts occasional on his blog grala.wm.pl, which is easily accessible from his newsroom's portal.

There are 25 regional dailies in Poland in total, Edytor being an exception as an independent group. Most others are controlled either by Polskapresse (owned by Germany's Verlagsgruppe Passau) or Media Regionalne (owned by Great Britain's Mecom). The Varmia-Masuria voivodship is one of the less populated, with 1.4 million inhabitants, out of a total population of 38 million in the coutry (plus about 6 millions Poles living abroad). The region has a particularly high unemployment rate, exceeding 19% versus less than 12% on average nationally.

Given this context, Gazeta Olsztynska's intense efforts to develop online activities and "deep localism" are unusual. "We have over 30 equipped multimedia journalists covering the region, who already produce around 600 pieces of different information every month. With the contributions of the mobilized civil journalists, we expect to double within one year the level of 500,000 unique visitors we got last month," explains Bartnikowska.

Edytor is multiplying editorial and marketing projects, both in print and online, including 200 different supplements and freesheets, family service and obituary websites, a schools of excellence campaign (proposing pupils to write about their schools), celebration contests requiring payment via SMS, special publications promoting the natural wonders of the region and its lakes. "The wm.pl suffix that we use online [for "Warmia-Mazury"] is the most important brand here. We want to be a regional Google!" Tokarczyk says.

Another illustration of Edytor's focus on "hyperlocalities" are its Nowe Miasto operations. In this 11000 people town - or large village - about 85 kilometers far from Olsztyn, it publishes weekly Gazeta Nowomiejska, covering a population four times bigger. Its online hyperlocal news endeavours are already one year old, as shown in the "gminas" listed at the bottom of portal nowemiasto.wm.pl. Unlike in Nidzica, the newsroom is not based on a main central square, but its position may be more strategic. Gazeta Nowomiejska is located on a street in front of the church where, for deeply catholic Poland, mass sermons easily hit the headlines and a significant part of social life relates to religious activities. "The priest sometimes promotes our portal during the mass," says chief editor Stanislaw Ulatowski, also a local celebrity as a print journalism veteran.

His deputy, Lukasz Paczkowski, is a young online and multimedia reporter and Internet geek, who manages his blog paczkowski.wm.pl, which is also displayed in the front page of Gazeta Nowomiejska's portal. "We start updating the website before 10 am, when most people open their computer, until 8.30pm", he says. His partnership with Ulatowski also illustrates the complementary cross-promotion between the platforms. "The photo galleries encourage user generated content" comments Paczkowski. "Our online correspondents are very helpful, because our staff cannot be everywhere in the county, and they are more likely to create communes' portals. Then we print the most newsworthy pieces in the weekly."

To extend his team's expertise, Tokarczyk has built a partnership with the promoters of the C3 concept ("Complete Community Connection"), Chuck Peters and Steve Buttry in the United States (the former is the CEO of Iowa's Gazette Communications, and the latter just left this paper to be the director of community engagement at a high-profile, Washington DC based digital start-up). In spite of being based in a remote region of central Europe, Edytor is being very pro-active in looking for ideas directly provided by the world's top experts in its fields of coverage.

Along with the hyperlocal websites, the Gazeta Olsztynska team has also launched numerous thematic portals about students, community centers, and even an "ethnic" group recently. Website ukraincy.wm.pl is dedicated to the 60,000 strong Ukrainian community, made of descendents or survivors of the group displaced by force to this part of Poland in 1947. It is benefitting from and promoting the revival of their language and religion (Greek Orthodox). "Our aim is to have half of the community visit the portal at least once a month by the end of this year. It will be 100% UGC, and fun," says Hrywna, who is also Polish-Ukrainian.

The headquarters of Agora, Poland's biggest media concern, in a southern district of Warsaw, have huge windows as a façade, and inside, terraces on every floor. The whole configuration seems to facilitate contact between the different editorial units housed in this imposing building. They are numerous and varied, from flagship daily Gazeta Wyborcza to freesheet Metro, from talk-news radio Tok FM to countless Internet portals and the administrative departments. Their members or contributors don't need to go to the basement, to the cafeteria, to see people from other platforms or professional cultures. The in-house newsstand and bookstore, which sell not only the group's productions, also remind them they are not alone in the industry.

Agora, which also has a strong presence in magazine, book and DVD publishing, in music-film production and in outdoor advertising, has more than half of its 3,150-odd employees based in this "horizontal skyscraper". The architecture building that is longer than it is tall, with stretching, low wall corridors, may reflect the interaction between separate units. Ironically however, it also contradicts the term "vertical", often heard in this four-storey building and applied to some of the integrated online activities.

"We are in all media platforms except television," says Grzegorz Piechota, the special projects editor for Gazeta Wyborcza, Poland's leading quality newspaper.  "For a decade, we have been particularly active in extending our expertise in Internet, finding synergies between online and print operations. Agora is in everything except porn, instant messaging and mapping!"

The group, whose operations are essentially Polish, counts more than 80 portals (more than Germany's Axel Springer for example, another media titan but at a world level). Agora's main portal gazeta.pl, fed by an independent newsroom integrated with radio Tok FM, is complemented by webradio tuba.fm and many other stand-alone verticals. These cover all sorts of issues, including sport, business, education, recruitment and real-estate. Most of them are leaders in their niche, and their combined audience is sixth right after Google, Polish equivalents of Facebook (nasza-klasa.pl) and E-bay (allegro.pl), and the two leaders onet.pl and Wirtualna Polska. Nearly two thirds of Poland's 17 million Internet users regularly visit gazeta.pl and its affiliated portals. Wyborcza.pl, the flagship daily's e-edition, attracts three million users and brought in  24% of the daily's advertising revenues in 2009.

Agora has been particularly proactive in looking for synergies and complementary activities made possible by the Internet. The group has implemented a multi-brand strategy which is adjusted according to the fields covered. Gazeta Wyborcza, for instance, is fully integrated only in areas that make it more appropriate, with the verticals sport.pl (launched in 2006) or wyborcza.biz (created last year).

This business portal was editorially independent from the daily when it started, in order to be more flexible than print journalists, who were considered "too serious and slow". It was filled with gossips on economic players, which was a mistake, Agora's executives admitted. "It was not the right way to attract a loyal audience. The people we target, let's say graduate readers in their 30s, with minimum 1,000 euros monthly income, have no time and are in search of serious news," explains Leszek Olszanski, the head of wyborcza.pl. "Advertisers also want to reach them through non-trivial material, which is why we work with seasoned print editors. We realized there are complementary abilities between online rapidity on one hand, and thoughtful coverage of an industry on the other."

Thanks to this integration, top economic columnists of Gazeta Wyborcza now write more. They allegedly enjoy having more space for their texts, and having the possibility to work on breaking news in real-time. The portal benefits from the credibility conferred by the paper, which in turn has become more analytical rather than news-driven. "We try to wait for the print edition for exclusivities, if possible. These scoops can be accompanied in the website's pages by teasers before, and follow-ups after," Olszanski notes.

Wyborcza.biz  has become a strong brand, along with its associated portal money.pl. Financial institutions, in particular, compete to be advertised in their pages. This year, the online revenues of the economic section should represent 50% of print earnings. Like the in-house newsstand, the sales forces also market ads for other business sites. It is in Agora's philosophy to tap into all potential income sources - not only news driven - and on the cooperative character of the Internet. "On the Net, you do business with your competitors. There is a business reason to build networks to cover them, and our expertise also includes sales to advertisers," Piechota explained.

Agora does not only play with complementarities rooted on its traditional print activities. The 50-person team managed by Pawel Stremski, as gazeta.pl/Tok FM's chief editor, is half web and half radio. Last January his unit added another website to Agora's e-basket, with the launch of tok-fm.pl, which is not a webradio (a station by the same name, broadcast in Poland's nine main cities, was already accessible on the webradio portal tuba.fm). Agora did not create another website for the sake of it, but saw Tok FM's recognized brand as an opportunity for Internet too. "The same team fills gazeta.pl for a mass market audience, and tok-fm.pl for politics and business with some entertainment content. People can follow a major hearing by a politician live, in a video coverage on tok-fm.pl, and get a summary in the other portals," Stremski says.

The website's beta version was successful in having radio journalists send in their notes, according to its promoters. Conscious of brand impact, these reporters see it as a more dynamic, immediate way to publish their stories. Gazeta Wyborcza's central newsroom is not a tok-fm.pl contributor, but its local editors are. They are based in 20 bureaus out of Warsaw, and can publish their non-print productions in the new portal. They receive no extra pay for these contributions, but they have an incentive: there is an award each month for the best exclusive story.

"We have to be fast, entertaining and multimedia, finding the way to be different," Stremski says. "There is room for good profitable journalism in Internet. By going multimedia, you get more informers, your story is not stuck on page 6, even though the credibility conferred by print remains essential."

Another advantage of creating tok-fm.pl is that in Poland's competitive media environment, newspapers not belonging to Agora are less reluctant to refer to Tok FM as a source, rather than Gazeta Wyborcza. Having many brands gives more possibilities to be quoted for scoops, and to be profitable too. "We cannot expect to make money with every website. A lifestyle or a local news website is more likely to be cost-effective from the start than a general news portal," Stremski notes.

Agora's online operations have gone even more vertical in the past months, with the majority takeover of AdTaily. This start-up company based in Krakow provides a widget-based system for advertising monetization of Internet services (including those offered by the group's platforms which at the moment house about 130,000 bloggers). "AdTaily developed a universal tool that can be used for cooperation with external customers," commented Tomasz Jozefacki, Agora's director of Internet operations. "Currently its system is used by 80% of our online media."

In other words, the group is taking advantage of the blogosphere's innovations and income potentials, including e-commerce for web entrepreneurs who want to monetize their social media. "Agora realized that to be online, you need to acquire the bright guys who are in the business, and can help you to be more efficient in new platforms. Our expertise is not just about gathering news; we have to think wide," Piechota says.

AdTaily is based on the assumption that anybody can be an advertiser. It has developed a self-service ad tool designed for niche blogs, giving advertisers the opportunity to reach narrowly-targeted audiences. Its promoters insist that their system allows 70% of the ad revenues to go directly to the bloggers, with an easy to understand flat fee, unlike Google's  AdSense. "It is a great instrument for hyperlocal news websites, covering towns or districts with around 10,000 residents, where they can advertise the local shoe shops," says Jakub Krzych, one of the start-up's co-founders. "It would not make sense for Agora to buy a website on white boots or on a Krakow district. But through AdTaily, it can indirectly get some revenue streams from very specialized news websites."

Will Agora be successful with its online activism and verticalism? The group is at least trying to be as active as possible in new media platforms, and in a way that is not too costly. The investment in AdTaily also reveals that it does not believe in the online pay walls envisaged by Rupert Murdoch or the New York Times, as most contents are being commoditized. Its multi-brand strategy invites the editorial units to fill the empty spots that appear on the Net. "The publishing business used to be easy!" Piechota joked.