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CATASTROPHY
 IN SMOLENSK
GAZETA.PL REPORTING ON THE BIGGEST
 NEWS IN POLAND’S MODERN HISTORY




             Paweł Stremski
     Head of News, Gazeta.pl
JP2   The bigest news You could imagine in
      Poland? Death of the pope John Paul II
CONTEXT
KATYN
22,000 polish officers killed by Soviet army during
WWII. All shot in the back of the head
KATYN
Mass graves in forest in Katyn discovered in 1943
by German army. Germans: Soviets did this
KATYN
Stalin denies. „It is Germans, who killed polish
officers”. Taboo topic in Poland until 1989
70 ANNIVERSARY
Polish politicians, families of the murdered officers,
want to commemorate the anniversary in Katyn
TWO VISISTS
7.04.2010: Donald Tusk and Vladimir Putin pay
tribute at the cemetery in Katyn
10.04.2010
At 7.27 polish Tu-154 takes off from Warsaw with
the president Kaczynski and 95 people onboard
7.15   Jak-40 with journalists lands in
       Smolensk. Our reporter onboard
8.46   Presidential Tu-154 crashes near
       the airport in Smolensk
8.55   Polish camera operator was one of
       the first people on the crash site
8.56   „Oh f..., it’s a polish plane!”
8.50   First footage from the crash site
       made with a mobile phone
9.06   „Wiktor, prezydent is not coming,
       Plane has crashed!. I’m not kidding!”
9.20   First version of the article about
       the crash appears on Gazeta.pl
9.40   Live interview i TVN24. Left wing
       party leader walks out of the studio
8.46
13.30   Live interview i TVN24. Wojciech
           Tusk: „A modern world has never
        Oleniczaktragedy out on air
           seen a founds like this”
NEWSROOM
Newsroom was full an hour after the crash, 30+
people, editorial meetings, redesign planning
CHAOS
List of passengers. Hard to confirm who was onboard.
Reuters: 87 dead. RT: 132 dead. Rumors: 3 survivors?
96 DEAD
President, First Lady, members of Parliament,
politicians, generals of the Polish Army, chairman
of the National Bank of Poland, priests...
REDESIGN
Huge „Main Topic”, news space x 3, lifestyle - out,
entertainment - out, news ticker - in, slideshow
B&W   Black & white versions of most of
      our homepages
9>27   We tripled number of news links,
       added hours, „finger on the pulse”
MAIN TOPIC
New element of the website created 3-4 hours
after the crash. Huge title, photes, slideshow
LIVE TEXT
Best way. Keeps readers updated. Always
something news. Mix of news, opinion, multimedia
INTERACTIVE
Better way to explain what happened
SOCIAL MEDIA
Special FB profile, +18,000 fans in a day.
Every crash related information. Links to
other sources. Huge traffic to our site
UGC   Last photo of the Tu-154 plane
      made after take off by our reader
UGC
Separate discussion boards: memories, discussions
about a funeral etc. Huge: +100,000 post
UGC   Houndreds of memories sent by
      readers, friend, familys
PRINT EXTRA
Saturday free afternoon extra edition ready in 5
hours after the crash
PRINT EXTRA
Sunday morning free extra edition ready in 15
hours after the crash
PRINT EXTRA
Monday’s book of the dead. All 96 victims featured
in 30 hours
MAGAZINES
Weekly supplements re-edited from scratch in 36
hours
PEOPLE   Explosion of emotions on
         the streets. Who to blame?
CONSPIRACY
Home made analysis spreading across the web.
Lot of conspiracy theories, huge impact on society
AGENDA   We broke the news: president
         will be buried at Wawel
DEBATE   „The decison about the
         funeral at Wawel to fast”
PROTESTS   „REALLY EQUAL
            THE KINGS?”
POLLS
Nation divided.
Gazeta.pl
becoming a
platform of
discussion
ASH CLOUD
Big news, president’s funeral
on Sunday
ASH CLOUD
Eruption of Eyjafjallajökull forced
29 world leaders to cancel their visit
FUNERAL
President Medvedev as
one of the guest
PHOTOS
Prime minister Tusk and prime minister Putin
at the site of the crash
PHOTOS
First Lady „coming back” to Presidential Palace
PHOTOS
Georgian president Saakashivili kissing
Kaczynski’s granddaughter hand at Wawel
PHOTOS
President Kaczynski’s brother praying after the
coffin flew back from Smolensk to Warsaw
PHOTOS
Hundreds of thousands of Poles waiting in line to
pay tribute to the presidential couple
PHOTOS
Photos by our reporters exhibited
on streets, published as a book
„THE” PHOTO
A plane landed on the Hudson River. Photo taken by
the man from the passing ferry. Published on Twitter
„THE” PHOTO
First photo from the chapel, made by a young
politician, friend of Kaczynski’s family, Published
on Twitter. Huge debate about selling privacy
TRAFFIC
Over 10 times more pageviews on our news
section on the day of the crash.
GOOGLE
Enoromous traffic from Google - 1,3 mln visits on
news section during the first week after the crash
WHAT WORKED?
  Turning pages into black&white - prepared

   Whole home page dedicated to catastrophy

               Turning the ads off - preapred

Minute by minute - simple, but really worked

   Live video - exactly what people wanted

     Memories - houndreds of e-mails, posts

  Special Facebook profile - another channel
WHAT HAS NOT
    WORKED?
          Automated home page printscreening

         Reporter on site new less, than we did

                Structure of information - chaos

Interactvive graphics - not enough, not precise

                        Same things done twice

Hoaxes, conspiracy theories living their own life
EARLY ELECTION
Two of four most popular contenders died in crash
SUCCESSOR
Kaczynski’s twin brother gest 47 percent of votes
DIVIDED NATION
SUCCESSOR
Defenders oftwin cross vs.gest 47 percent of votes
Kaczynski’s the brother „where is the cross?!”
THANK YOU
FOR ATTENTION



           Paweł Stremski
   Head of News, Gazeta.pl

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