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Digital Transformation Norwegian 1206
 

Digital Transformation Norwegian 1206

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    Digital Transformation Norwegian 1206 Digital Transformation Norwegian 1206 Presentation 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.
    • Newsroom revolution
    • 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
        • Business Week
        • 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
        • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • Andynoise
    • Andynoise Magazine
    • 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”
    • 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.
    • Web-friendly view
      • Like an RSS reader view, with content chosen by an editor that can be anyone.
    • Embeddable widgets
    • Bakersfield example
    • 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.
    • Printcasting Around the World
      • Publishers come from all over the world
        • 23 countries, and 28 states in U.S.
    • 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!
    • See it in action See the screencast video at http://vimeo.com/6618958
    • 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