Warsaw (Puls Biznesu) – “Dziennik”, the new daily of Axel Springer, is going to spend PLN 100m (EUR 25.4m) to keep sales of 150,000 issues.
The new daily of Axel Springer Polska (ASP) will appear next Tuesday. In the first phase, 500,000 issues will be published.
“I cannot say how may issues will be sold in the beginning. It may be high because we will have a big campaign. We estimate that the sales will stay at the level of 150,000 issues”, Florian Fels, ASP CEO said.
Last year, “Gazeta Wyborcza” had average sales of 447,700 issues while “Rzeczpospolita” – 182,700 issues.
ASP is going to spend PLN 100m for promotion.
“This is more or less the same amount we spent to promote Fakt boulevard daily”, Florian Fels said.
Within 3-5 years, “Dziennik” should generate PLN 100-150m of sales annually. ASP hopes to have many ads clients.
“We should balance the title within 3-5 years with the planned sales. We have the whole infrastructure and plan synergies thanks to having other titles in the group”, Florian Fels said.
ASP is going to sell its ads in packages with “Newsweek” and “Fakt”.
The daily will cost PLN 1.5. Yesterday, Agora, the publisher of “Gazeta Wyborcza”, reduced the price of its daily to PLN 1.5.
(PLN 1 = EUR 0.254)