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Digital Transformation Norwegian 1206

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  • 1.  
  • 2. PART 1 The story behind Printcasting
  • 3. 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
  • 4.
    • Newspapers are stuck in a 1950s understanding of media consumption
    Dad: newspaper Kids: TV Mom: Off the radar The problem
  • 5.
    • 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
  • 6. “ 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
  • 7. 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 .
  • 8.
    • Bakotopia Web site: High audience engagement, low direct revenue from online ads.
  • 9.
    • Bakotopia Print editions: Moderate revenue from print ads that appear next to content that users posted online .
  • 10. Interests help like minds connect Find other fans of ska, running, tattoos in a few clicks.
  • 11. Friends grow the audience
  • 12. Blogs bring in content, news, fun
  • 13. 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
  • 14. 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.
  • 15.  
  • 16.  
  • 17. 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.
  • 18. Newsroom revolution
  • 19. 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.
  • 20. 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?
  • 21. Which leads us to … PART 2: Printcasting
  • 22. 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
  • 23. 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
      • Business Week
      • The Miami Herald
      • News industry publications
  • 24. Make a magazine like this …
  • 25. … or this!
  • 26. How Printcasting Works
  • 27. Other ways to look at it
    • E-mail newsletter tool that bridges to the real world
      • Delivers content that’s instantly web-friendly & print friendly.
      • Promote on your site with widgets, or print out to distribute at local events to market your site.
    • An aggregator & curator for your site’s content
      • Map different topical feeds into various publications.
  • 28. Self-serve ad tool
    • Advertisers click a button, fill out a form and enter credit card. Done!
    • Ads start at $10 per edition.
    • Publisher can mark up rate.
  • 29. Who needs a magazine today?
    • We (the digerati) say “print is dead.” That may be true of large newspapers, but niche, grass-roots print publishing is here to stay.
    • 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.
      • Look at your printed program.
    • Printcasting makes that easier and cheaper by tapping into digital content, and making an automatic bridge between atoms and bits.
  • 30. Where interest is coming from
    • Bloggers and local thought leaders
      • Get a “smart flyer” to promote their blogs’ content at coffee shops and meetups.
    • Community organizations
      • Clubs, schools, neighborhood associations, churches, and even local libraries.
    • Local businesses
      • Realtors, financial advisors, home heating companies already send print newsletters.
    • Membership organizations
      • Membership organizations have newsrooms and send magazines now. This offers another way to do that which also works as an e-mail newsletter.
  • 31. Hyperlocal example: Andynoise
    • Long-time blogger in Bakersfield who covers local cross-country races.
    • Has 60,000 photos of H.S. student races, and posts stats online.
    • Feeds content into magazine that he passes out at the races. Last week, he passed out 500 at an invitational.
    • Place an ad in his mag, and his kids’ team can get new running shoes.
  • 32. Andynoise
  • 33. Andynoise Magazine
  • 34. Print, Online, Mobile, and … ?
    • Every Printcast has an automatically generated Wb site that is promoted from the print edition.
      • Looks great on home printer, and …
      • Looks great on an iPhone, and will only get better.
      • Future: Kindle, ePub, and who knows what else.
    • In other words, it’s “Printable-casting”
  • 35. Print view
    • Subscribe to get e-mail updates of new editions.
    • Download and print to read on the go.
    • Talking to printer manufacturer about automating printing in the morning.
  • 36. Web-friendly view
    • Like an RSS reader view, with content chosen by an editor that can be anyone.
  • 37. Embeddable widgets
  • 38. Bakersfield example
  • 39. All Participants Share Revenue
    • Every category has a base ad price which publishers can mark up.
    • Revenue is shared with every participant.
      • 60% to Printcast publishers.
      • 30% to content contributors. Proportionate to content use.
      • 10% to the network.
  • 40. Printcasting Around the World
    • Publishers come from all over the world
      • 23 countries, and 28 states in U.S.
  • 41. Partnerships
    • Printcasting started in Bakersfield, but we want it to be used wherever it makes sense.
    • Seeking 5 partners in different cities who will use and promote Printcasting in different ways.
    • In discussions with partners in Bay Area, San Diego, Perú, Puerto Rico, Colorado and more.
    • But not Norway … yet!
  • 42. See it in action See the screencast video at http://vimeo.com/6618958
  • 43. Gracias!
    • Get this presentation online at http://slideshare.net/pachecod
    • Let me know if you have any questions, thoughts or feedback!
    • Dan Pacheco
    • Founder
    • 303.465.5560
    • [email_address]
    • Try Printcasting yourself:
      • http://www.printcasting.com

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