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 focus for 5 years.
Social networking, user-contributed
content and niche products.
Before that: Pure-play online community
products at AOL & Washingtonpost.com.
Knight News Challenge
5-Year, $25 Million grant program for digital open-source
projects that support local news and information.
Printcasting was one of 17 winners in 2008 with a 2-year,
Year 3 winners unveiled in June.
Learn more at http://newschallenge.org
What is Printcasting?
Knight News Challenge project that democratizes
print publishing process. Objectives:
1 Let anyone create a printable magazine.
No software or design skills required. Use your
own content, or remix content from others.
2 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.
Make a magazine like this …
… or this …
… or this!
Print, Online & Mobile
Every Printcast has an automatically generated
“Microsite” that’s promoted from the masthead.
Mobile version of microsites is coming soon.
Why is this important?
Today’s fragmented media world means you
must give people what they want, when they
want it, and where they want it.
We can finally give advertisers one, simple way
to reach people in the media they prefer. Print,
online, mobile are all automagic.
First Partner, & More to Come
Starting now, MediaNews Group’s Targeted
Publishing Group will use Printcasting as a niche
publication creation engine.
To support this, Printcasting.com now includes city
pages that focus on specific markets.
SF Bay Area
Interested? We’ll be partnering with more local
How Printcasting Works
Content comes from participating
bloggers, news sites with RSS feeds.
Local businesses create and Choose feeds, layout and Print and distribute publications
purchase ads online. Prices frequency. PDF magazines with promise. May be a publisher,
are affordable due to niche are created automatically and or a print provider or newspaper.
focus. Everyone gets a cut!
sent to subscribers by e-mail.
All Participants Share Revenue
Every category has a base ad price which
publishers can mark up.
Revenue will be shared with every participant.
60% to Printcast publishers.
Covers printing costs and helps
fund their operations.
30% to content contributors.
Proportionate to content use.
10% to the network.
To cover our costs and ongoing
Printcasting is Ideal For …
Local thought leaders.
Especially local bloggers. If you have an RSS feed, you can
make it available to Publishers in 2 minutes.
Local community organizations.
Clubs, schools, neighborhood associations, and even the library.
Realtors, home repair businesses, bike shops, etc. that already
position themselves as experts in a field. In this case, the
Printcast itself is the ad, but it contains valuable content.
Small businesses that can’t afford standard newspaper ads due
to the cost of reaching tens or hundreds of thousands. Now they
pay only for a niche audience of a few thousand.
Why Print, and Why Now?
For one, it’s a natural way to grow
audience and revenue together.
Social Networks Grow Audience.
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!
Remember: Bakersfield’s population is
Print ads pay the freight.
Print Still Drives Most Revenue
Social nets with print
components are effective, but
only the print side generates
significant revenues to sustain
Most revenue comes from print
ads in magazines that feature
Online-only brands struggle.
Capture the “Long Tail”
In Bakersfield, 65% of But only 39% of the
businesses have annual ad Californian’s current
budgets under $10,000. advertisers have ad
budgets under $10,000.
Bakersfield Businesses TBC Customer Base
Look at the Base!
We are mostly here.
We need to be
advertising is the
only scalable way
to reach these
Print finds you in physical space
Locals pick up printed products when they’re relevant, even if (and
especially if) they also use the Web site. It’s part of your
Print can be relevant if you make it relevant
We’ve found that as you increase relevance and choice in print,
people continue to read. The Internet excels at this, but so can
print if you rethink it from the ground up.
And for people who don’t want print, there’s the microsite and mobile.
Print is now efficient, and eco-friendly
Customized niche “printable” content costs less, and is better for
the environment. Digital inkjet technology is making Print on
Demand more affordable.
Outreach in Bakersfield
We hired a part-time marketing evangelist in Bakersfield.
Reaches out to local bloggers and to show them how to use
Printcasting for their information needs.
“Blogger brunches,” training sessions,
booths at events.
Meets with local clubs at college
campuses and high schools.
Thanks participants with T-shirts,
mouse pads and pens.
Basically all the local grass-roots stuff
that only a newspaper would be crazy
enough to do!
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.
Interested in using Printcasts for newsletters
that share regional clubs’ content.
The Opportunity for Newspapers
A newspaper, or any company with content and
printing expertise, can participate and reap
financial rewards thanks to revenue sharing.
Publish: Create Printcasts that use your own content, and you
get to keep most of the ad revenue (60-90%).
Lower costs of content : 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 niche content that you
can’t monetize with your existing products? If another publisher
uses it, you get a portion of other publishers’ ad revenue.
What We Do for Partners
We’ll create “city hubs” for partners’ cities
For example: http://printcasting.com/denver
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.
Let me know if you have any questions,
thoughts or feedback!
Try Printcasting yourself:
Join our global community!