Presentation
About Drbna
We create authentic regional journalism and bring local stories and answers to everyone interested in what happens around them. Our vision is to become a strong voice of the Czech regions.
Who reads us
Five archetypes our audience boils down to. They are not real people — they were built from traffic data across the whole network and the portraits are generated. The behaviour they describe, however, is real.
Jana, the “drive-by from Seznam”
The largest but shallowest audience. She does not know the Drbna brand — she came for the headline.
“It popped up on Seznam, so I clicked.”
She makes up most of the network’s reach. She did not come to Drbna, she came to one particular headline. She reads a single article and leaves, rarely returning. Behind her is a simple fact: more than three quarters of visits come from search, and within search Seznam far outweighs Google.
For advertisers Enormous reach for little money — ideal for brand impressions and broad awareness. Loyalty is low, so do not count on repeated contact.
- Profile
- est. 35–55 · women and men · nationwide · mobile
- Reads
- crime, tragedies, sensational stories
- Arrives via
- Seznam.cz, occasionally Google
- When
- any time, peaking around 8 a.m.
Zdeněk, the “loyal local patriot”
A small but the most valuable core. He carries most of the visits and most of the trust.
“I have Drbna with my morning coffee, to know what is new around here.”
He arrives directly — via a bookmark or by typing the address — and comes back seven times or more. Returning readers like him account for roughly two thirds of all visits across the network. He reads the front page and the news section and follows his own region. On a computer he stays longer and goes deeper.
For advertisers Loyal and trusting towards the brand. Ideal for repeated local reach and for performance campaigns of regional advertisers — town halls, local services, cultural events.
- Profile
- est. 45–65 · women and men · regional capital · desktop and mobile
- Reads
- local news, front page, latest news, society
- Arrives via
- directly, no intermediary
- When
- around 8 a.m. and 7 p.m., mainly Tuesday to Thursday
Petra, the “Facebook soul”
She comes from Facebook for the emotion and passes the content on.
“I have to send this to my mum.”
After search, Facebook is the second largest inflow to the network; Instagram is negligible next to it. Petra is drawn to human stories — moving and sad alike, missing children, fundraisers and help for others. She shares, comments and tags friends. The most-read content in the network is exactly this genre.
For advertisers She multiplies organic reach for free by passing content on. Excellent for emotionally driven, CSR and charity campaigns; a strong female audience.
- Profile
- est. 30–50 · predominantly women · nationwide · mobile
- Reads
- society, human stories, health
- Arrives via
- When
- evenings between six and nine
Míša, the “quiz-playing boredom killer”
Playful and competitive, with regional pride. Extreme engagement.
“How well do I know my region? I have to try this.”
For every person who opens a quiz there are roughly seventeen openings — quizzes get replayed, compared and their results shared. She loves regional pride (know your region, local dialect, Pilsen patriotism) as well as seasonal topics. She spends far more time on the page than anyone else.
For advertisers The longest time on page and the most interactions. Ideal for interactive and gamified formats — sponsored quizzes, competitions, native branding.
- Profile
- est. 25–45 · women and men · nationwide · mobile
- Reads
- quizzes — regions, dialects, nature, holidays
- Arrives via
- social media and search
- When
- afternoons and evenings
Roman, “crime and order”
He cares about safety, order and traffic dramas nearby.
“Someone is messing about on the D1 again. I have to see this.”
Crime is the third most-read section in the network. He is drawn to police operations, traffic offences on the D1 and D5 motorways, aggressive drivers, the crime log and safety where he lives. He responds to a sense of justice and order in his own neighbourhood.
For advertisers A male audience. A good fit for automotive, insurance, garages, and security and technical services.
- Profile
- est. 35–60 · predominantly men · nationwide · Android phone
- Reads
- crime, traffic, the crime log
- Arrives via
- search and direct
- When
- mornings and evenings
The archetypes are based on Google Analytics data for the last twelve months across the whole network. The portraits are illustrative.