THE SECRETS
to
Fostering Innovation
Within an Existing Organization
A Primer for Newsroom Leaders
Dan Pacheco,
The Bakersfield Californian

Bakersfield’s Successes
• First U.S. newspaper to deploy “citizen
journalism” with The Northwest Voice (2004)
• Among first to experiment with free Classifieds
and social networking (Bakotopia.com, 2005)
• Award-winning print redesign (2006)
• Local niche network approach. Eleven online
brands, 6 with print editions, since 2004.
- New products generate unique share of 7% local audience, 22%
advertisers in city of 300,000.
- 30,000 user profiles, 29,000 friend connections, 1,000 blogs.