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Printcasting 0501 2009
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Printcasting 0501 2009


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A presentation about, a new Web site for democratized magazine publishing, made possible by The Bakersfield Californian and the Knight News Challenge. Updated as of May 1, 2009.

A presentation about, a new Web site for democratized magazine publishing, made possible by The Bakersfield Californian and the Knight News Challenge. Updated as of May 1, 2009.

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  • 1. People-Powered Magazines
  • 2. Agenda
    • Part 1: Printcasting!
      • What is it?
      • Target users
      • How it works
      • How newspapers can benefit
      • Demo
      • Partnerships
      • Lessons Learned
    • Part 2: Social Media in Bakersfield
      • The context for Printcasting
  • 3. Part 1: Printcasting!
  • 4. What is Printcasting?
    • Knight News Challenge project that will democratize print publishing process.
      • $837,000 over two years.
        • Grant from the John S. and James L. Knight Foundation
      • Three phases, now in phase 2.
      • First site (Bakersfield) launched in March.
      • Additional cities starting this summer.
  • 5. The Knight News Challenge
    • About the Knight News Challenge
      • Every year, the Knight Foundation gives $5 million away to innovative local news & information projects. You could be next! Learn more at
      • The next round of winners will be announced soon.
    • Open source requirement
      • Encourages broad adoption. Great for grantees too, as it encourages ongoing co-development of the tools. The users of the tools can then focus more on their core businesses.
  • 6. The Bakersfield Californian
    • Locally focused newspaper
      • Independently owned for 140 years. 110 years in one family
      • Not part of a large media chain
      • The only paper of its size in Bakersfield (60,000 daily circ., 277,000 readers weekly)
    • Publisher Ginger Moorhouse
      • Innovative leader who lets innovation happen
      • Thinks ahead by 5-10 years
  • 7. Two Key Objectives
      • Let anyone create a printable magazine.
        • No software, design skills or content needed.
      • Make print advertising easy, fun and more affordable.
        • If you can e-mail or post to a blog, and you have a credit card, you can place print ads.
  • 8. Printcasting lets you make this:
  • 9. … or this
  • 10. … or this!
  • 11. It’s Easy, and it’s Free
    • All of these examples were created online with Printcasting in 3 minutes.
    • We didn’t need a page designer, copy editor, or even writers for the content.
    • We just filled in a few forms and clicked a few buttons, and the Web did the rest.
  • 12. Why Print, and Why Now?
    • Top questions from digital media people:
      • “ Why are you investing so much in print when the printed newspaper is dying?”
      • “ Why are you focusing on print, which is expensive, inefficient and not very environmentally friendly.”
      • “ The web is the future. Why are you focusing on the medium of the past?”
  • 13. Reason 1: Audience & Revenue
    • Bakersfield’s social nets with print components are effective
      • On just 8 sites, we have 53,000 user profiles (20% of Bakersfield) with 3,618 blogs and 34,178 posts.
      • 2008 analysis showed that niche products reach 100,000 adults in Kern County. Audience doubled year over year!
      • Most revenue comes from print ads in magazines with user-contributed content.
      • Online-only brands struggle to make as much money as those with print.
        • Is the future of local media digital + print hybrids?
  • 14. 2008 Analysis
    • All Californian products reach 328,234 of Kern County adults (pop 661,000)
      • Core Products reached 297,536 (down 9,930 adults), but …
      • Niche Products reached 100,853 Kern adults (up 11,259 adults!)
        • Remember, most of these niche products did not exist before 2004!
      • This data is a year old, and we suspect the spread is even greater now
    Scarborough Research 2007 R1 & 2008 R1
  • 15. Ad Rate Comparison Month-long Web site banner ad: $0.38 / thousand (industry average) Biweekly Magazine full-page ad: $20 / thousand (open rate) Remember, the exact same content appears in both! But without the Web site, the content in print would not exist, and/or it would cost much more to produce, thus cutting into profits. Print and online work together as one hybrid product.
  • 16. Small Business Potential Local markets are built on a strong foundation of small businesses: In Bakersfield, 65% have ad budgets under $10,000 Bakersfield Businesses TBC Customer Base Newspapers rely heavily on customers with medium to large budgets: Only 39% of Bakersfield Californian advertisers have ad budgets under $10,000
  • 17. Small Business Potential
    • We are mostly at the top of the pyramid
    • The bottom of the pyramid is where newspapers need to be for all kinds of reasons, including:
      • More money in aggregate, although it takes new approaches to get it. Self-serve is the most efficient.
      • Diversity. If one flower shop goes away, there are dozens of others to replace it. If one department store goes away, we take a bath.
  • 18. Reason 2: “Stuff” Matters
    • Physical "stuff" matters to locals.
      • Local printed products that people find at coffee shops, car washes, businesses and racks are picked up and read, assuming they’re relevant to the audience.
        • Physical presence is key for businesses because they depend on local people to visit and buy from their stores.
      • Even audiences that we assume dislike print (such as youth) do pick up magazines when they’re relevant to their interests.
      • From day 1 of, both users and businesses asked us, “When will you have a print version?” This is demand-driven.
  • 19. Reason 3: Relevance
    • The perception that people are leaving print because it is print is flat-out wrong
      • Reality: Readers prefer more relevance and choice. The Internet excels at this.
      • Thus, it follows that when you increase relevance and choice in print, it can be just as compelling as content found online.
      • Businesses prefer ads in print, and prove it by paying much more for them.
  • 20. Reason 4: Efficiency
    • Technology adds efficiency, reduces waste
      • With Printcasting, the publisher and subscriber decide if they want to print or not. The default delivery option is online, but in a printable form .
      • New advances in print-on-demand and digital inkjet printers create a compelling picture for on-demand, personalized and niche publishing.
      • Niche publications don’t have to be daily.
        • Topical interest publications require less frequency. Who wants a daily magazine about fishing, health or soccer?
        • As daily circulations fall, weekly or monthly niche publications created by citizens could offer new revenue sources for existing newspaper content. That could help professional journalism and even save jobs.
  • 21. How Printcasting Works Content comes from participating bloggers, news sites with RSS feeds. Choose feeds, layout and frequency. PDF magazines are created automatically and sent to subscribers by e-mail. Local businesses create and purchase ads online. Prices are affordable due to niche focus. Everyone gets a cut! Print and distribute publications with promise. May be a publisher, or a print provider or newspaper.
  • 22. Printcasting Is Ideal For …
    • Local communities & thought leaders
      • E.g. Bloggers, clubs, schools, neighborhood associations.
    • Local businesses
      • Realtors, garden shops, bike shops who already position themselves as experts in a field.
      • Small businesses that can’t afford standard newspaper ads.
    • Local professional publishers (like newspapers)
      • Publishers of newspapers and magazines can use Printcasting to create more for less, and even get paid for existing, underutilized content.
  • 23. All Participants Share Revenue
    • Right now, ads are free. (Paid ads to start soon.)
    • Revenue will be shared with every participant
      • 60% to publishers because they print, distribute and locally market their magazines. They can mark up ad rates to cover costs.
      • 30% to contributors proportionate to content use, paid out every quarter.
      • 10% to the network to cover costs (e.g. bandwidth, servers) and ongoing improvements and maintenance.
  • 24. Demos
    • Now, let’s see some videos and screen shots from the beta product.
    • Or use the open beta at
  • 25. Home page
  • 26. Registering content
    • Easy for bloggers. No blog? We set one up for you.
  • 27. Video: Make a Printcast
    • Let’s make a gardening magazine! Click below to play movie)
    Video not playing? Click here:
  • 28. Video: Self-serve advertising
    • Let’s make an ad! Click below to play movie)
    Video not playing? Click here:
  • 29. How Newspapers Can Benefit
    • A newspaper, or any company with content and printing expertise, can participate in many ways.
      • Publish: Create Printcasts that use your own content, and you get to keep most of the ad revenue (60-90%).
      • Use Others’ Content as Filler: Want to make a niche magazine, but can’t afford to pay a writer or freelancer? Pull from bloggers’ content, and still keep the majority of the ad revenue.
      • Monetize existing content: Have great content that only appears in one magazine? If another publisher uses it, you get a portion of their ad revenue.
  • 30. Partnerships, year 1
    • We’ll create “city hubs” for partners’ cities
      • For example:
    • Partner creates Printcasts for those cities to seed the market, and registers its content online
      • Partner sets ad rates for its own Printcasts (via a markup)
      • Partner keeps most of the revenue from its Printcasts
      • If citizen publishers use partner content, some of that goes to the partner -- just like for any citizen publisher.
    • Partner promotes Printcasting locally
      • By registering its content and encouraging publishing, the partner helps its community while also helping itself. The more publishers that use the partner’s content, the more revenue it gets.
  • 31. Milestones
    • Now
      • Pilot program in Bakersfield, California
    • June
      • E-commerce and ad revenue share launches
    • Summer: Begin national rollout
      • Open “city hubs” for 15-20 geographical areas
      • By December, identify & assist up to 5 local partners
    • Spring 2010: Open Source
  • 32. Outreach in Bakersfield
    • We hired a part-time marketing evangelist in Bakersfield.
      • Reaches out to bloggers, organizations and government groups to show them Printcasting.
      • “ Blogger brunches,” training sessions, booths at events.
      • Meets with local clubs at college campuses and high schools
      • Thank participants with T-shirts, mouse pads, pens and reporter notebooks.
      • Basically all the local grass-roots stuff that only a newspaper would do!
  • 33. Some Early Adopters
    • A local writer is using Printcasts to publicize her poems and short stories.
      • “ Weekly Passion Activator”
    • The Kern County Library
      • Wants to publish book reviews, event calendars and community information.
    • Downtown Business Association
      • Will get downtown businesses to blog their event calendars, then pull them into Printcasts that they hand out from trolleys.
    • Political Parties
      • Interested in using Printcasts for newsletters that share regional clubs’ content.
  • 34. Early Lessons Learned
    • People are more interested in customizing their magazines than we expected
      • New: “Create your own header” tool
    • We assumed most would prefer automatic, but they want to edit every edition
      • They also want to edit the text of stories, which is tricky from a rights perspective …
    • Professional publishers see the light, too
      • In discussions with two newspaper companies that want to use Printcasting as an internal magazine-creation tool. Why? It lowers costs, and presents new niche revenue opportunities.
      • Lots more early interest in partnership than we expected. The economy may be part of that.
  • 35. Part 2: Social Media in Bakersfield The Context for Printcasting
  • 36. Media Trends & Challenges
    • Media fragmentation: new competition from cell phones, internet, satellite TV & radio
    • More consumer choice & control: wide variety of sources for news and information.
    • Media habits changing: consumers now seek convenience and customized content.
    • Shift from mass to niche: Traditional media cannot effectively be everything to everyone.
    Technology has dramatically changed the media landscape. A shift from mass media to niche strategy
  • 37.
    • How many still think about “the media”
    Or put another way …. Dad: newspaper Kids: TV Mom: Off the radar
  • 38.
    • People “graze” through the day from different sources. And they increasingly put content back into it.
    The actual media landscape
  • 39. Dan’s Law Less Time Fragmented market + More Choice
  • 40. “A Network of Niches”
    • We used market research to evolve from a mass media print-centric business model into a multi-media niche strategy.
    • Leveraged our expertise in local news and unique content to produce targeted print and digital products that connect advertisers with a niche audience of desired consumers.
      • Youth (Bakotopia)
      • Hispanics (M ás)
      • Parents (RaisingBakersfield)
      • And more!
  • 41. Lots of Activity
    • Launched 11 social media sites starting in 2005.
      • Flagship site plus niche sites for the music scene, neighborhoods, Latinos, moms, newcomers and more.
      • The network now drives over 4 million pvs/month
    • Activity to date (March 2009):
      • 53,695 public profiles
      • 34,178 blog posts from 3,618 blogs
      • 283,269 blog comments
  • 42. Same tools, different usage
    • : Very “bloggy,” news and current events are the drivers.
    • : Very social, with lots of profiles, tags and social networking
    • : Article creation and picture sharing drive activity.
  • 43. How people use our networks
  • 44. Interests help like minds connect Find other fans of ska, running, tattoos in a few clicks.
  • 45. Friends grow the audience
  • 46. Blogs bring in content, news, fun
  • 47. Band radio attracts music fans
    • On Bakotopia, bands upload music to their user profiles, where it streams.
    • 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
  • 48.  
  • 49.  
  • 50. The Northwest Voice
    • First “citizen journalism” initiative by a U.S. newspaper
      • Spring 2004
    • People write articles that are printed & home delivered.
      • Kids’ accomplishments, recipes, local issues.
      • While content comes from Web, most revenue is still from the printed publications.
    • Triggered a wave of similar initiatives across U.S.
  • 51.  
  • 52. 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.
    • It is much easier to sell advertising on local business profiles than on personal profiles.
  • 53.  
  • 54.  
  • 55. And let’s not forget the impact on day-to-day journalism
  • 56. Bakosphere: Newsroom revolution
    • Newsroom reorganized to be “web first” for everything.
    • News department heads, now “ t eam leaders ” with groups of reporters, post reporters ’ stories to the Web in blogs as they come in.
    • Reporters converse with readers as they blog. The readers help direct focus of the stories.
    • Night copy editors focus on polishing headlines and other fine-tuning, rather than raw story posting.
  • 57. Newsroom revolution
  • 58. Newsroom revolution
  • 59. Newsroom revolution
  • 60. Newsroom revolution
  • 61. Summary
    • The Future is Niche
      • One product cannot serve all interests. You need many, and your local community wants to help.
    • The Future is Everywhere
      • One medium cannot serve all needs. You must have a presence in every medium used by your community.
      • Print has a role in a niche strategy (Printcasting).
      • And … print can even be part of your digital strategy, if you let it.
    • The Future is Now!
      • It’s no longer a question of whether people will move to digital media. They live there. Do you?
  • 62. Questions?
    • Let me know if you have any questions, thoughts or feedback!
      • Dan Pacheco
      • Sr. Manager of Digital Products
      • 001 303.465.5560
      • [email_address]
    • Join our global community!