Alan Formby-Jackson

Sedmicka, Czech for seven, was launched with a million copy print run on April 15 in the Czech Republic.
It is a nationwide, weekly, free newspaper which is delivered to homes and also available from high footfall pick-up points. The launch was based on 10 local/regional editions which has now grown to 15 and is on target to be 27 by the end of May. Local and hyperlocal websites are also on the way.

Mark Whittaker, who left Trinity Mirror following the aborted sale of the Midlands part of the business in 2007, is leading the launch of the new paper.
Mark, who started working on the project in summer 2008, said:

This is not a UK publishing model being imposed on the Czech market place but a unique solution to suit the market circumstances. Working with my Czech colleagues we believe we have identified a gap in the marketplace which will generate significant print and online audiences for advertisers.

The paper is slightly larger than the A4 format and is finished with a glued spine and trimmed on three sides. This takes advantage of the in-house magazine presses but Whittaker is quick to point out that Sedmicka is definitely a newspaper. The result is a high quality, full colour heatset product on improved newsprint.The presses are MAN Lithoman IV’s using Sun Chemical inks and Kodak Thermal CTP.
The paper is designed and edited using the K4 system with centrally-generated templates controlled through regional subbing hubs but with local reporting. Whittaker adds:

Local content is key but, of course the behind the scenes production activity needs to be as cost effective as possible. The local editorial and commercial presence is very important in these market places. The paper also carries seven days of TV listings and central lifestyle content drawn from the company’s magazine resources. One surprise was the complexity of the Czech language, requiring specialist “Correctors” even after subbing.

The project started with a blank sheet of paper and has now grown to over 200 staff, all recruited from scratch, 25 offices, a new editorial system and a distribution network of over 600 pick-up points. The newspaper has been well received by readers and advertisers.

And finally a cool pick-up point.

Thanks to Pavel Mack and Mark Whittaker for the pages and details.

This entry was posted on Wednesday, May 20th, 2009 at 9:28 am and is filed under Newspapers. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.