When Ślązag appeared on the digital landscape in 2022, it quickly positioned itself as one of the most dynamic independent newsrooms in Silesia. Its editorial team, led by Editor-in-Chief Marcin Zasada, had a clear mission: to counterbalance the dominance of pro-government narratives in the region and to deliver high-quality, original content that mattered to the community.
The mentorship with Paweł Nowacki and support provided by Thomson Foundation aimed to help Ślązag’s leaders step beyond purely journalistic thinking and embrace a strategic, data-driven, business-oriented mindset. It was about creating opportunities within the newsroom to produce unique, signature content while fine-tuning the machinery that would bring this work to the widest and most engaged audience possible.
But success brought new challenges. The site had recorded 270k unique users and over 1.23 million page views in December 2022, yet traffic relied heavily on a narrow set of sources. The goal was to expand Ślązag’s profile, diversify its traffic channels, and strengthen its bond with its audience — while also innovating with new formats.
Where Ślązag was — and where it wanted to be
Before the project began, Ślązag’s biggest strength was its credibility and growing recognition in the region. However, the team’s focus was almost entirely on content production, with less attention paid to long-term audience development, analytics-driven decisions, and brand-building campaigns.
This had to change. Ślązag set out to broaden its reach and strengthen its role in the region. The team wanted to grow direct traffic and cultivate a loyal readership, while also developing permanent and distinctive content formats that would define the outlet’s identity. Expanding political and cultural coverage was equally important, with a focus on stories that truly reflected the lived experience of the community. At the same time, Ślązag aspired to become the central meeting point for Silesian voices — a platform where perspectives from the region’s youth to its most celebrated cultural figures could come together and be heard.
“Cooperation with the mentor gave us an outside deeper look at the structure of the site, at our work, at accurately reading what the numbers from Google Analytics really represent in the context of our strategic planning,” Katarzyna Pachelska, editor-in-chief.
On the road to overcoming challenges
The first big shift was mental: leaders needed to view their role as more than managing journalists — they had to become architects of an ecosystem where journalism, audience engagement, and business goals supported each other.
One key change was appointing a dedicated person to manage social media channels, immediately boosting visibility. Another was securing high-profile contributors like Zbigniew Rokita, a two-time winner of Poland’s prestigious Nike Literary Award, whose columns added intellectual weight and cultural prestige to the site.
Mentorship sessions tackled the nuts and bolts of audience growth — understanding traffic patterns, segmenting audiences, and optimizing both user journeys and content promotion.
Ślązag also launched a diverse portfolio of new projects to expand its reach and deepen engagement. These included a 12-episode video series featuring prominent Silesian personalities and a 15-episode photo series showcasing the region’s architectural heritage. The newsroom introduced special coverage initiatives such as fact-checking political promises and exploring themes of women’s rights, multicultural heritage, and youth perspectives. In addition, Ślązag developed new newsletters, including a groundbreaking edition in the Silesian language, further strengthening its cultural identity and connection with the community.
Each project wasn’t just about content — it was about carving a niche, building loyalty, and giving underrepresented voices space to be heard.
The growth and achievements
The results of support were clear and measurable. Between December 2022 and March 2023, Ślązag recorded a 20% increase in unique users, while revenue grew by 5% over the same period. Its social media presence also strengthened, with Facebook reach rising by 10% and Wykop by 15%. During the project alone, the team produced 150 new pieces of content — on top of their already impressive regular output of 200 to 250 articles per month.
More importantly, Ślązag’s new formats became permanent fixtures: Rokita’s column, the video interview series, and the architecture photo series all continue to run, strengthening the site’s brand identity.
And in perhaps its boldest move, Ślązag began publishing in the Silesian language — a cultural and political statement in a region where nearly half a million people speak it daily. This step positioned the outlet not just as a news source, but as the custodian of regional identity.
Looking ahead
By combining deep cultural mission with sharp business strategy, Ślązag is on its way to becoming not only the most important media voice in Silesia but also a model for how regional outlets can thrive in the digital age.
The road ahead includes further developing its newsletters, expanding its video and podcast portfolio, and continuing to innovate with direct audience engagement. The vision is clear: a media outlet that Silesians feel belongs to them — in their language, on their terms.
