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.
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.
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
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.
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”
Bakersfield Businesses TBC Customer Base
In Bakersfield, 65% of
businesses have annual ad
budgets under $10,000.
But only 39% of the
advertisers have ad
budgets under $10,000.
Look at the Base!
opportunity is all
advertising is the
only scalable way
to reach these
Most ad revenue
comes from here.
Let me know if you have any questions,
thoughts or feedback!
Try Printcasting yourself:
Join our global community!