Gremi Media targets professional audiences to transform its audience strategy and drive digital growth

During its time in Table Stakes Europe, Gremi Media, one of Poland’s leading media groups, embarked on a transformation journey to strengthen its foothold in the country’s digital market. Through its flagship newspaper, Rzeczpospolita, and its online platform rp.pl, the publisher is implementing a comprehensive audience strategy aimed at better identifying, segmenting, and serving its audiences, starting with a focus on professionals, executives and small business owners.


Gremi Media is a leading media group in Poland, best known for its flagship publication, Rzeczpospolita, one of the most respected and influential newspapers in the country. The newspaper’s website rp.pl is a key player in Poland’s digital news landscape, reaching over 21% of internet users in the country.


The ability to understand and effectively segment audiences is key to the success of any media outlet. Gremi Media, through its flagship newspaper, Rzeczpospolita, and rp.pl portal, has embarked on an ambitious audience strategy to consolidate its presence in the Polish market and increase its subscriber base. This strategy focuses on identifying and targeting its professional audience more precisely, with a focus on creating relevant, personalised and monetisable content.

A major challenge for Gremi Media in its transformation journey was moving from a traditional print media focus to a fully digital audience-oriented mindset. The publisher has recognised that the digital transition is not only about adapting tools and technologies but also about changing the way audiences are understood and interacted with.

“The Table Stakes Europe project allows you to break out of your daily routine and take a new look at your business and the content you publish. The methods proposed by the coaches are perfectly in line with our current ambitions and plans,” says Marzena Tabor-Olszewska, Head of the Online Department at Gremi Media.

‘Pro Zone’: product for professional audiences

Identifying key audiences was one of the most critical steps in this process. Gremi Media has found that a large part of its active subscribers are professionals, executives and small business owners. These users access content on rp.pl mainly during working hours and have a high interest in topics related to law, economics and business management.

In order to increase the number of subscribers and reduce the churn rate, the company is prioritising the precise segmentation of its audience. With the goal of doubling the number of active subscribers by the end of 2024, Gremi Media’s strategy in Table Stakes Europe has focused on identifying those professionals who are willing to pay for high-quality, value-added content and offering them new content and services that meet their professional needs.

This identification is not an exercise based on intuition, but on solid data that provides in-depth knowledge of users’ needs, interests and habits.

As this segmentation is refined, Gremi Media is adopting a more user-centric approach, moving from an approach based on the print experience to a fully digital model, where editorial and marketing decisions are driven by user preferences.

Another crucial aspect of Gremi Media’s audience strategy is innovation in content formats. To engage its professional audience, it has created new products such as the “Pro Zone” (Pro.rp.pl), which offers in-depth reports on key aspects of the market and specialised analysis in the fields of law, economics and business.

These reports are regularly updated and enable companies and institutions to make informed decisions. In addition, the company has launched a series of podcasts, targeting both general and niche audiences. These podcasts include summaries of political and business news, interviews, and cultural formats. Specialised podcasts on the job market and legal advice for professionals have also been launched in the “Pro Zone.”

Building reader habit with improved UX

Subscriber retention was another central point in Gremi Media’s audience strategy for this Table Stakes round. A key part of their strategy was to create a marketing campaign specifically targeting professionals in the legal, business, accountancy and entrepreneurial sectors. This approach allowed them to target an audience with a clear need for access to specialist, high-quality and timely content.

The publisher has implemented various channels and formats to enhance the user experience, such as a new mobile app that facilitates access to all rp.pl content, including the digital edition of the newspaper. The app allows users to save articles, share them on social networks and receive push notifications about new content, all with the aim of creating a daily reading habit among users. Within weeks after the launch, the app had been downloaded 3,700 times, seven times the target set for the period.

In addition to the reports and podcasts, Gremi Media has improved its newsletters, a key channel for reaching professionals seeking information on specific topics. The open rate of these newsletters has improved significantly, with 20 percent of the emails sent being opened and having a click-through rate of 15 percent.

In the words of Wiktor Tokarczyk, Manager of e-Commerce Department at Gremi Media, this shows that “the audience is engaged with the content they receive and the format is effective in encouraging users to return to the site. Based on these strengths and opportunities, Rzeczpospolita has set ambitious goals as the most prestigious and opinion-forming Polish publication. The process of setting these goals identified outcomes to be achieved, which are linked to the subscription lifecycle and increased user engagement.”

Strengthening ties between newsroom and business

One of the biggest challenges that Gremi Media has identified for the future is the need to consolidate decision-making under a more rigorous, data-driven approach, rather than relying mostly on intuition. In the past, many decisions were made on the basis of experience gained in the printed press.

In a digital environment, however, it is essential that content, advertising and marketing decisions are based on a thorough understanding of audiences.

In order to increase the number of returning users, the company has set itself a goal of increasing the number of users visiting rp.pl by more than 10 times per month to 500,000 by 2027. This will be achieved by continuously analysing data on user behaviour, which will enable further personalisation of the content offer and more efficient tailoring of marketing campaigns.

Gremi’s audience targeting strategy also includes an organisational component aimed at improving the relationship between the newsroom and the business. To this end, mini-publishing teams have been created to increase cooperation and ensure that editorial decisions also contribute to the commercial success of the medium. In addition, Gremi Media has identified the need to improve the analysis of newsletter data and the automation of processes related to email marketing.

“The main challenge of heritage media – especially for those with roots in print – is to break down the silo structure and learn to work in smaller interdisciplinary teams, based on the expertise of people from different departments,” says Michał Szułdrzyński, a member of Gremi’s Table Stakes Team, who became Editor-In-Chief during the programme.

In short, Gremi Media has embarked on a major transformation that focuses on knowing its audiences in order to provide them with the content they really need. By identifying and accurately segmenting its audiences, creating new content formats, and improving the user experience, the company aims to establish itself as a leader in the Polish digital market. The audience strategy not only ensures survival in the digital environment but also positions Gremi Media for long-term sustainable growth.