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Printcasting Kb 2009



Printcasting presentation at Knight Batten Awards, 2009. Video can be found here: http://vimeo.com/6618958

Printcasting presentation at Knight Batten Awards, 2009. Video can be found here: http://vimeo.com/6618958



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    Printcasting Kb 2009 Printcasting Kb 2009 Presentation Transcript

    • People-Powered Magazines
    • 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
    • Make a magazine like this …
    • … or this …
    • … or this!
    • Self-serve ad tool
      • Advertisers click a button, fill out forms, enter credit card and they’re done.
      • Ads start at $10 per edition.
      • Publisher can mark up rate.
    • Print, Online, Mobile, and … ?
      • Every Printcast has an automatically generated site that’s promoted from the print edition.
        • Looks great on home printer, but also …
        • Looks great on an iPhone, and that will only get better.
        • Future: Kindle, ePub, and who knows what else.
      • In other words, it’s “Printable-casting”
        • The key is access from anywhere, in the format you prefer. Everyone is different, and nobody prefers content in only one medium.
        • We can finally give advertisers one simple way to reach people in the medium they prefer. Print, online, mobile are all automagic.
    • How Printcasting Works
    • 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. 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 improvements.
    • Global audience
      • Publishers come from all over the world
        • 23 countries, 28 states
      • But also from nearby
        • 172 pubs from the U.S.
    • 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, churches, etc.
      • Local businesses.
        • 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? It Pays for News.
      • In Bakersfield, we used social networks to increase our audience by 100K in 4 years.
      • Online revenue has been low. Print revenue has been higher.
      • The irony, we made money with ads in print editions whose content was submitted online – usually by users.
    • Capturing the “Long Tail”
      • In Bakersfield, 65% of businesses have annual ad budgets under $10,000.
      Bakersfield Businesses TBC Customer Base
      • But only 39% of the Californian’s current advertisers have ad budgets under $10,000.
    • Look at the Base! Bakersfield Businesses Growth opportunity is all here. Self-serve advertising is the only scalable way to reach these businesses. Most ad revenue comes from here.
    • See it in action
    • Questions?
      • Let me know if you have any questions, thoughts or feedback!
        • Dan Pacheco
        • Founder
        • 303.465.5560
        • dan @printcasting.com
      • Try Printcasting yourself:
        • http://www.printcasting.com
      • Join our global community!
        • http://community.printcasting.com