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Poplin

ISOJ 2007

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Poplin

  1. 1. A community in conversation with itself
  2. 2. Bluffton
  3. 3. “Community in conversation”  Hyperlocal focus  Short, pithy, fun – like a commuter paper  Introduce people to each other and to the things that make Bluffton special  Not like the competition
  4. 4. 2+2=5  Everyone gets a free paper (17,500; 98.9 percent of households “regularly receive” BT)  Everyone gets a free blog  Use the paper to drive people to the Web site; use the Web site to drive content in the paper
  5. 5.  Do you or some member of your household read any portion of Bluffton Today? Readership estimates 72% 24% 2% 2% Certified Audit of Circulations, Inc. 155 Willowbrook Boulevard Wayne, NJ 07470
  6. 6. Where’s the conversation?
  7. 7. BlufftonToday.com  Web site performance  8,000 registered users  13,400 blog items posted  600,000 page views  68,000 unique visitors
  8. 8. BlufftonToday.com  Web site reach  65% of visitors return more than once per day  10 minutes spent per visit; 25% spend 1 hour or more per visit  Each household visits 6.8 times per month
  9. 9. Page views  Growth since launch - page views doubled in less than one year
  10. 10. When people go online  Consistent visits throughout the day
  11. 11. How we use blogs  Users advise each other  Reporters post breaking news  Take story ideas from people  Print insightful blogs in Bluffton Today
  12. 12. Readers to each other  Break news, warn others
  13. 13. Reporters to readers  Newsroom can post breaking news stories before the paper can get the word out
  14. 14. Is it journalism?  Readers give us story ideas When they do, we jump on the story.
  15. 15. Whoa, we can use this  We started seeding the blogs.
  16. 16. Getting choosy  Now we can really make Best of the Web the best of the Web.
  17. 17. Reporters’ jobs are safe  Much of our blogging is chitchat and speculation; only rarely do our bloggers research their opinions…
  18. 18. Reporters’ jobs are safe, II  …or their facts
  19. 19. We spell relief B-L-O-G  Editors of truly local papers can’t rely on wire services to bail them out  Blog content isn’t as pithy as wire, but at least it’s local
  20. 20. Why we think it works  Takes readers seriously  Connects directly  Short ’n’ sweet  Deeply involved with the community
  21. 21. Community Involvement Works
  22. 22. Community Focus Works  Local editorial cartoons
  23. 23. Community Participation Works  Go Seek / Find Fang contests
  24. 24. Community Participation Works  User submitted photos
  25. 25. Community Participation Works  Vox
  26. 26. Lessons Learned  Understand time commitment  Use a ‘Blog Wrangler’  Don’t try to predict passions or problems  Set the tone  Fluffiness is in the eye of the beholder

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