BUSINESS IN SHORT

Piano hits the Polish media market

PIANO, a Slovakia-based company that provides publishers with an online subscription-based content payment system for their media websites, entered its third market after Slovakia and Slovenia. In mid-July 2012, seven major Polish media representing 27 national and regional newspapers, 14 magazines and Poland’s national public radio joined Piano Media’s national online common-payment system.

PIANO, a Slovakia-based company that provides publishers with an online subscription-based content payment system for their media websites, entered its third market after Slovakia and Slovenia. In mid-July 2012, seven major Polish media representing 27 national and regional newspapers, 14 magazines and Poland’s national public radio joined Piano Media’s national online common-payment system.

Poland represents Piano’s largest market with a population of 38 million people and over 19 million Internet users.

“Poland allows us to demonstrate how well our system works in larger markets,” said Piano’s Chief Executive Tomáš Bella, as quoted by the official press release.

Polish National Radio, domestic publishers Agora and Murator along with four internationally owned publishers, Swiss-German Ringier Axel Springer Poland, British Media Regionalne, German Polskapresse and Edytor, will join the growing worldwide paid-content trend with their entrance into the Piano system.

Some media will use the system to release material previously only available in print prior to Piano’s launch.

“When we started Piano in Slovakia 14 months ago,” said Bella, “only about 5 percent of the available content was in the system; in Slovenia 10 percent. However, in Poland between 10-15 percent of media content will be included, and a lot of content that has never been online before will now be available. We are adding a lot of value for a Polish Piano user.”

Piano reports to be in negotiations with publishers on several continents and has plans to launch an additional market by the end of 2012.

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