Digital Transformation Norwegian 1206Presentation Transcript
PART 1 The story behind Printcasting
The Bakersfield Californian
Independently owned for 140 years. 110 years in one family.
The only paper of its size in Bakersfield (60,000 daily circ., 277,000 readers weekly).
My “day job” for 5 years: Senior Manager of Digital Products
Newspapers are stuck in a 1950s understanding of media consumption
Dad: newspaper Kids: TV Mom: Off the radar The problem
People “graze” through the day from different sources. And they increasingly put content back into it.
Less time & more choice is driving a shift from mass to niche.
The actual media landscape
“ A Network of Niches”
Starting in 2004, the Californian has transformed from a print-centric mass media model to a a network of digitally-powered niche products.
8 different social networking sites.
Flagship site Bakersfield.com, plus niche sites for the music, neighborhoods, Latinos, busy parents, bargain-hunters and more.
The network now drives over 4 million views / month
Lots of Activity
Activity to date (March 2009):
On 8 sites, we have 53,000 user profiles (20% of market) with 3,618 blogs .
Added 100,000 individuals to our audience who we didn’t reach before 2004.
Bakersfield’s population is only 300,000 .
Bakotopia Web site: High audience engagement, low direct revenue from online ads.
Bakotopia Print editions: Moderate revenue from print ads that appear next to content that users posted online .
Interests help like minds connect Find other fans of ska, running, tattoos in a few clicks.
Friends grow the audience
Blogs bring in content, news, fun
Band radio attracts music fans
On Bakotopia, bands upload streaming music to their profiles.
We approve new tunes, then keep our hands off.
Best stuff shows up on home page, in “Bakotunes” Podcast.
In 2007, we started selling a CD compilation for $5. (Yes that’s right -- we made money on free music).
Listen to Bakotopia Radio
Local Business Directory
Bakersfield’s Inside Guide
Provides a page / profile for every local business in town, and lets consumers rate and review based on their experiences.
It’s a directory, and a social network
Consumers can also become a “friend” of the local business, opening up the possibility of direct marketing to VIP customers.
The social newsroom
In 2008, newsroom refocused to be “web first” for everything.
Reporters post every story online in first in the same blogosphere as the community members.
Reporters converse with readers as they blog. The readers help direct focus of the stories.
The Online Audience Paradox
Social networks are effective to growing audience, but they don’t generate significant revenue by themselves .
Most revenue comes from print ads in magazines that feature user content.
Online-only brands struggle to make anywhere near as much as those with print.
We began to ask ourselves ...
How could we replicate the success of Bakotopia (online + print) 100 times, or 1,000 times, without 100 or 1,000 more people?
How could we leverage the audience's desire to share content online, and translate that to print as well?
Which leads us to … PART 2: Printcasting
What is Printcasting?
Knight News Challenge project that democratizes print publishing process. Objectives:
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
Awards and Accolades
Recipient of a 2009 Knight-Batten Award for Innovation in Journalism (separate from Knight News Challenge).
Positive stories in various publications:
The New York Times
The Miami Herald
News industry publications
Make a magazine like this …
… or this!
How Printcasting Works
Other ways to look at it
E-mail newsletter tool that bridges to the real world