Telegrafi.com is a leading independent Albanian-language news portal, founded in 2006, with its headquarters in Prishtina, Kosovo, and offices in Albania and North Macedonia.
For nearly two decades, Telegrafi has remained impartial and is recognised as one of the most credible news sources across all Albanian-speaking regions. Beyond its commitment to quality journalism, the Telegrafi team stands out for its forward-thinking approach to technology and strong business acumen.
The Business Idea
The Telegrafi Local News project was built on a clear business idea: to extend Telegrafi’s strong national brand into the local sphere by launching dedicated municipal news platforms. This approach allowed the outlet to fill an existing gap in Kosovo’s media landscape, where credible and consistent local coverage was largely missing.
By tailoring content to the specific needs of local communities, Telegrafi not only broadened its audience base but also opened up opportunities in local advertising markets that had previously been untapped.
Before the launch of the Telegrafi Local project, Telegrafi.com was an established national news provider but lacked a local presence. It did not cover municipal-level news and had no foothold in local advertising markets.
The initiative was designed to strengthen Telegrafi’s overall business model through diversification, adding new revenue streams from local advertising and events while reinforcing its editorial mission. At the same time, the project carried a broader public value by countering misinformation, increasing transparency at the municipal level, and encouraging citizens to engage more actively in community affairs.
Mentorship focus
Throughout the process, the Telegrafi team worked diligently toward their goals, showing adaptability and openness to change. The mentorship focused on two main areas: editorial capacity and business innovation.
- On the editorial side, the team received guidance on developing audience-centric and unbiased reporting strategies, ensuring credibility and trust at the local level. Support in resource optimisation and team development helped them maximise limited capacities while encouraging collaboration and growth.
- On the business side, the focus was on building sustainable models beyond traditional advertising. This included diversifying revenue through event organisation and forging partnerships with local organisations, laying the groundwork for long-term financial stability.
Challenges along the way
The implementation of Telegrafi Local News was not without difficulties. One of the main challenges was the uneven performance across municipalities, influenced by factors such as population size, seasonal dynamics, and the varying experience levels of newly hired local journalists. These disparities were anticipated and addressed through close monitoring and additional training, ensuring that all reporters received the support needed to improve their output.
Another significant hurdle emerged in advertising sales. Entering local markets required new strategies to engage clients who were unfamiliar with investing in digital advertising. To overcome this, the team experimented with fresh approaches, particularly by leveraging local events as a way to connect with businesses. The results were positive, showing clear potential for long-term sustainability.
The team had two key “A-ha” moments: realising that separating content production from sales would not hurt financial prospects, and discovering that comparing data across municipalities improved performance tracking while motivating reporters.
Achieved results
By June 2024, Telegrafi had launched seven local news sites across Kosovo, each managed by dedicated local reporters with support from the national team. Across these platforms, 4,409 news stories were published, with 40% of content focusing on community issues, including coverage of women, youth, minorities, and people with disabilities. This emphasis on inclusive reporting contributed to an increase in female readership from 40.4% to 43.3%.
With the support of the Western Balkans Media for Change programme, we successfully launched Telegrafi Local News, extending our reach across all regions of Kosovo. The mentorship provided by the Thomson Foundation and our mentor, Veselin Vackov, was a key part of this journey. His expertise and thoughtful guidance offered us valuable perspectives and strengthened our capacity to grow. This experience has left a lasting impact on our team and the way we work.” – Gentian Lluka – CEO, Telegrafi
On the business side, Telegrafi Local News operates through two revenue streams: tailored local sponsorship packages and B2B partnership events. The team successfully secured two long-term large clients and generated several new leads through events, opening promising avenues for sustainable growth. These efforts strengthened audience interaction, boosted community engagement, and established a strong foundation for the long-term sustainability of Telegrafi Local News.
