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A Slovak digital news outlet, Denník N, has launched what might be the most successful subscription campaign in Central European media history, gaining over 10,000 new subscribers in less than four days. That is pretty impressive in a country of some 5 million souls.

The timing was particularly apt. Following the 2023 elections and the formation of Robert Fico's populist authoritarian government, many readers were switching off from the news entirely, finding it too depressing. Rather than fight this sentiment, the publication embraced it with characteristic dry humour.

"We needed to tell our readers that even if they cannot face reading about depressing events every day, don't cancel your subscription, and we'll monitor all the depressing things for you," explains Tomas Bella, co-founder and web director of Dennik N.

Launched to celebrate the........

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