Digital Transformation Iapa 1106


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My presentation at the Inter American Press Association General Assembly in Buenos Aires, Argentina on Nov. 6, 2009.

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Digital Transformation Iapa 1106

  1. 2. PART 1 Social Media Revolution in Bakersfield, California
  2. 3. The Bakersfield Californian <ul><li>Independently owned for 140 years. 110 years in one family. </li></ul><ul><li>The only paper of its size in Bakersfield (60,000 daily circ., 277,000 readers weekly). </li></ul><ul><li>Recognized around the world for risk-taking and innovation. </li></ul>
  3. 4. Media Trends & Challenges <ul><li>Media fragmentation: new competition from cell phones, internet, satellite TV & radio </li></ul><ul><li>More consumer choice & control: wide variety of sources for news and information. </li></ul><ul><li>Media habits changing: consumers now seek convenience and customized content. </li></ul><ul><li>Shift from mass to niche: Traditional media cannot effectively be everything to everyone. </li></ul>Technology has dramatically changed the media landscape. A shift from mass media to niche strategy
  4. 5. <ul><li>How many still think about “the media” </li></ul>Dad: newspaper Kids: TV Mom: Off the radar Or put another way ….
  5. 6. <ul><li>People “graze” through the day from different sources. And they increasingly put content back into it. </li></ul>The actual media landscape
  6. 7. “ A Network of Niches” <ul><li>Since 2004, we’ve used market research to evolve our company from a mass media, print-centric business model to a network of niches. </li></ul><ul><li>We’ve leveraged our expertise in local news and unique content to produce targeted digital-print hybrid brands that connect advertisers with their desired niches. </li></ul><ul><ul><li>8 different social networking sites. </li></ul></ul><ul><ul><li>Flagship site, plus niche sites for the music, neighborhoods, Latinos, moms and newcomers. </li></ul></ul><ul><ul><li>The network now drives over 4 million views / month </li></ul></ul>
  7. 8. Lots of Activity <ul><li>Activity to date (March 2009): </li></ul><ul><ul><li>On 8 sites, we have 53,000 user profiles (20% of market) with 3,618 blogs . </li></ul></ul><ul><ul><li>Added 100,000 individuals to our audience who we didn’t reach before 2004. </li></ul></ul><ul><ul><li>Bakersfield’s population is only 300,000 . </li></ul></ul>
  8. 9. How people use our networks
  9. 10. Same tools, different usage <ul><li> : Older users. Very “bloggy,” news and current events are the drivers. </li></ul><ul><li> : Youth focus. Very social, with lots of profiles, tags and social networking. </li></ul><ul><li> : Families with kids who post articles and photos. </li></ul>
  10. 11. <ul><li>Bakotopia Web site: High audience engagement, low direct revenue from online ads. </li></ul>
  11. 12. <ul><li>Bakotopia Print editions: Moderate revenue from print ads that appear next to content that users posted online . </li></ul>
  12. 13. Interests help like minds connect Find other fans of ska, running, tattoos in a few clicks.
  13. 14. Friends grow the audience
  14. 15. Blogs bring in content, news, fun
  15. 16. Band radio attracts music fans <ul><li>On Bakotopia, bands upload streaming music to their profiles. </li></ul><ul><li>We approve new tunes, then keep our hands off. </li></ul><ul><li>Best stuff shows up on home page, in “Bakotunes” Podcast. </li></ul><ul><li>In 2007, we started selling a CD compilation for $5. (Yes that’s right -- we made money on free music). </li></ul>Listen to Bakotopia Radio
  16. 17. Local Business Directory <ul><li>Bakersfield’s Inside Guide </li></ul><ul><ul><li>Provides a page / profile for every local business in town, and lets consumers rate and review based on their experiences. </li></ul></ul><ul><li>It’s a directory, and a social network </li></ul><ul><ul><li>Consumers can also become a “friend” of the local business, opening up the possibility of direct marketing to VIP customers. </li></ul></ul><ul><li>It is much easier to sell advertising on local business profiles than on personal profiles. </li></ul>
  17. 20. Newsroom revolution <ul><li>In 2008, newsroom refocused to be “web first” for everything. </li></ul><ul><li>News department heads, now “ team leaders ” with groups of reporters, post reporters ’ stories to the Web in blogs. </li></ul><ul><li>Reporters converse with readers as they blog. The readers help direct focus of the stories. </li></ul><ul><li>Night copy editors focus on polishing headlines and other fine-tuning, rather than raw story posting. </li></ul>
  18. 21. Newsroom revolution
  19. 22. Newsroom revolution
  20. 23. Newsroom revolution
  21. 24. Newsroom revolution
  22. 25. Rethinking print <ul><li>Californian moved to tabloid format in August, 2009. </li></ul><ul><li>Top billing for citizen journalism and “social media scrapes” from Facebook, Twitter, Myspace. </li></ul><ul><li>Back page features Classifieds as content. </li></ul>
  23. 26. Social Media Scrapes
  24. 27. Classifieds as content
  25. 28. The Online Audience Paradox <ul><li>Social nets with print components are effective, but only the print side generates significant revenue. </li></ul><ul><li>Most revenue comes from print ads in magazines that feature user content. </li></ul><ul><ul><ul><li>Online-only brands struggle to make anywhere near as much as those with print. </li></ul></ul></ul>
  26. 29. We began to ask ourselves ... <ul><li>How could we replicate the success of Bakotopia (online + print) 100 times, or 1,000 times, without 100 or 1,000 more people? </li></ul><ul><li>How could we leverage the audience's desire to share content online, and translate that to print as well? </li></ul>
  27. 30. Which leads us to … PART 2: Printcasting
  28. 31. What is Printcasting? <ul><li>Knight News Challenge project that democratizes print publishing process. Objectives: </li></ul>Let anyone create a printable magazine. No software or design skills required. Use your own content, or remix content from others. Make print advertising easy, fun & affordable. If you can e-mail or post to a blog, you can place ads that appear in printed magazines. 1 2
  29. 32. Make a magazine like this …
  30. 33. … or this …
  31. 34. … or this!
  32. 35. How Printcasting Works
  33. 36. Other ways to look at it <ul><li>E-mail newsletter tool that bridges to the real world </li></ul><ul><ul><li>Delivers content that’s instantly web-friendly & print friendly. </li></ul></ul><ul><ul><li>Promote on your site with widgets, or print out to distribute at local events to market your site. </li></ul></ul><ul><li>An aggregator & curator for your site’s content </li></ul><ul><ul><li>Map different topical feeds into various publications. </li></ul></ul>
  34. 37. Self-serve ad tool <ul><li>Advertisers click a button, fill out a form and enter credit card. Done! </li></ul><ul><li>Ads start at $10 per edition. </li></ul><ul><li>Publisher can mark up rate. </li></ul>
  35. 38. Who needs a magazine today? <ul><li>We (the digerati) say “print is dead.” That may be true of large newspapers, but niche, grass-roots print publishing is here to stay. </li></ul><ul><li>At a hyperlocal level – or an event (like this conference) – print is still a convenient way to reach your audience, even if content is online. </li></ul><ul><ul><li>Look at your printed program. </li></ul></ul><ul><li>Printcasting makes that easier and cheaper by tapping into digital content, and making an automatic bridge between atoms and bits. </li></ul>
  36. 39. Where interest is coming from <ul><li>Bloggers and local thought leaders </li></ul><ul><ul><li>Get a “smart flyer” to promote their blogs’ content at coffee shops and meetups. </li></ul></ul><ul><li>Community organizations </li></ul><ul><ul><li>Clubs, schools, neighborhood associations, churches, and even local libraries. </li></ul></ul><ul><li>Local businesses </li></ul><ul><ul><li>Realtors, financial advisors, home heating companies already send print newsletters. </li></ul></ul><ul><li>Membership organizations </li></ul><ul><ul><li>Membership organizations have newsrooms and send magazines now. This offers another way to do that which also works as an e-mail newsletter. </li></ul></ul>
  37. 40. Hyperlocal example: Andynoise <ul><li>Long-time blogger in Bakersfield who covers local cross-country races. </li></ul><ul><li>Has 60,000 photos of H.S. student races, and posts stats online. </li></ul><ul><li>Feeds content into magazine that he passes out at the races. Last week, he passed out 500 at an invitational. </li></ul><ul><li>Place an ad in his mag, and his kids’ team can get new running shoes. </li></ul>
  38. 41. Andynoise
  39. 42. Andynoise Magazine
  40. 43. Global audience <ul><li>Publishers come from all over the world </li></ul><ul><ul><li>23 countries, and 28 states in U.S. </li></ul></ul>
  41. 44. Print, Online, Mobile, and … ? <ul><li>Every Printcast has an automatically generated site that’s promoted from the print edition. </li></ul><ul><ul><li>Looks great on home printer, and … </li></ul></ul><ul><ul><li>Looks great on an iPhone, and will only get better. </li></ul></ul><ul><ul><li>Future: Kindle, ePub, and who knows what else. </li></ul></ul><ul><li>In other words, it’s “Printable-casting” </li></ul>
  42. 45. Print view <ul><li>Subscribe to get e-mail updates of new editions. </li></ul><ul><li>Download and print to read on the go. </li></ul><ul><li>Talking to printer manufacturer about automating printing in the morning. </li></ul>
  43. 46. Web-friendly view <ul><li>Like an RSS reader view, with content chosen by an editor that can be anyone. </li></ul>
  44. 47. Embeddable widgets
  45. 48. Bakersfield example
  46. 49. All Participants Share Revenue <ul><li>Every category has a base ad price which publishers can mark up. </li></ul><ul><li>Revenue is shared with every participant. </li></ul><ul><ul><li>60% to Printcast publishers. </li></ul></ul><ul><ul><li>30% to content contributors. Proportionate to content use. </li></ul></ul><ul><ul><li>10% to the network. </li></ul></ul>
  47. 50. Printcasting Around the World <ul><li>Publishers come from all over the world </li></ul><ul><ul><li>23 countries, and 28 states in U.S. </li></ul></ul>
  48. 51. Partnerships <ul><li>Printcasting started in Bakersfield, but we want it to be used wherever it makes sense. </li></ul><ul><li>By December, we want 5 partners in different cities who will use and promote Printcasting in different ways. </li></ul><ul><li>First partner: MediaNews Group in Denver. </li></ul><ul><li>In discussions with partners in Bay Area, Washington, D.Cc, Chicago and San Diego. </li></ul>
  49. 52. Printasting en Espanol? <ul><li>We already have users Printcasting from Latin America, Spain and Portugal, and are exploring a “Printcasting en Espanol” offering. </li></ul><ul><li>We need a partner in a Spanish speaking country who wants to experiment with Printcasting in this way. Maybe your newspaper? </li></ul>
  50. 53. See it in action See the screencast video at
  51. 54. Gracias! <ul><li>Get this presentation online at </li></ul><ul><li>Let me know if you have any questions, thoughts or feedback! </li></ul><ul><li>Dan Pacheco </li></ul><ul><li>Founder </li></ul><ul><li>303.465.5560 </li></ul><ul><li>[email_address] </li></ul><ul><li>Try Printcasting yourself: </li></ul><ul><ul><li> </li></ul></ul>