Printcasting En P 0505 2009


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Printcasting En P 0505 2009

  1. 1. People-Powered Magazines
  2. 2. What is Printcasting? <ul><li>Knight News Challenge project that will democratize print publishing process. </li></ul><ul><ul><li>Two year grant -- now one year in. </li></ul></ul><ul><ul><li>First site (Bakersfield) launched in March, in partnership with The Bakersfield Californian. </li></ul></ul><ul><ul><ul><li>I’ve worked there for 5 years -- previously focused on social networking and pure-online audience development. </li></ul></ul></ul><ul><ul><li>Additional cities starting this summer. </li></ul></ul><ul><ul><ul><li>Already talking with two large newspaper companies. </li></ul></ul></ul><ul><ul><ul><li>Maybe yours could be next? </li></ul></ul></ul>
  3. 3. Two Key Objectives <ul><ul><li>Let anyone create a printable magazine. </li></ul></ul><ul><ul><li>No software or design skills required. You don’t even need your own content. </li></ul></ul><ul><ul><li>Make print advertising easy, fun & affordable </li></ul></ul><ul><ul><li>If you can e-mail or post to a blog, you can place ads that appear in printed magazines. </li></ul></ul>1 2
  4. 4. Make a magazine like this …
  5. 5. … or this …
  6. 6. … or this!
  7. 7. 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.
  8. 8. All Participants Share Revenue <ul><li>Right now, ads are free. (Paid ads to start soon.) </li></ul><ul><li>Revenue will be shared with every participant </li></ul><ul><ul><li>60% to publishers They can mark up ad rates to cover print and marketing costs. </li></ul></ul><ul><ul><li>30% to contributors Proportionate to content use. </li></ul></ul><ul><ul><li>10% to the network To cover our costs (e.g. bandwidth, servers) and ongoing improvements. </li></ul></ul>
  9. 9. Printcasting is Ideal For … <ul><li>Local thought leaders </li></ul><ul><ul><li>Especially local bloggers. If you have an RSS feed, you can make it available to Publishers in 2 minutes. </li></ul></ul><ul><li>Local community organizations </li></ul><ul><ul><li>Clubs, schools, neighborhood associations, and the library! </li></ul></ul><ul><li>Local businesses </li></ul><ul><ul><li>Realtors, garden shops, bike shops who already position themselves as experts in a field. Their advice is good content. </li></ul></ul><ul><ul><li>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. </li></ul></ul>
  10. 10. Why would a newspaper do this? <ul><li>For us (The Bakersfield Californian), it’s about growing revenue from our online audiences. </li></ul>
  11. 11. It’s About Audience & Revenue <ul><li>Bakersfield’s social nets with print components are effective, but only their print components generate significant revenue </li></ul><ul><ul><li>On 8 sites, we have 53,000 user profiles (20% of market) with 3,618 blogs. </li></ul></ul><ul><ul><li>Added 100,000 individuals to our audience that we didn’t reach before 2004! </li></ul></ul><ul><ul><li>Most revenue comes from print ads in associated magazines that feature user content. </li></ul></ul><ul><ul><ul><li>Online-only brands struggle to make anywhere near as much as those with print. </li></ul></ul></ul>
  12. 12. Small Business Potential <ul><li>In Bakersfield, 65% of businesses have ad budgets under $10,000. </li></ul><ul><li>But only 39% of our advertisers have ad budgets under $10,000. </li></ul>Bakersfield Businesses TBC Customer Base We need to be here. Self-serve advertising is the only scalable way to reach them We are here.
  13. 13. Other Newspapers Can Benefit <ul><li>A newspaper, or any company with content and printing expertise, can participate in many ways. </li></ul><ul><ul><li>Publish: Create Printcasts that use your own content, and you get to keep most of the ad revenue (60-90%). </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><ul><ul><li>Don’t worry, reporters. You probably aren’t writing this kind of niche content right now anyway, so it’s not competing with your job. </li></ul></ul></ul><ul><ul><li>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 their ad revenue. </li></ul></ul>
  14. 14. Demos <ul><li>Demo time! </li></ul><ul><li>You can also use the open beta at </li></ul>
  15. 15. Why Print, and Why Now? <ul><li>Top questions from digital media people: </li></ul><ul><ul><li>“ Why are you investing so much in print when the printed newspaper is dying?” </li></ul></ul><ul><ul><li>“ Why are you focusing on print, which is expensive, inefficient and not very environmentally friendly.” </li></ul></ul><ul><ul><li>“ The web is the future. Why are you focusing on the medium of the past?” </li></ul></ul>
  16. 16. Many More Reasons <ul><li>2. “Stuff” Matters to Locals </li></ul><ul><ul><li>Locals pick up printed products when they’re relevant, even if (and especially if) they also use the Web site. </li></ul></ul><ul><li>3. Relevance </li></ul><ul><ul><li>Readers prefer more relevance and choice, something the Internet excels at. We’ve found that as you increase relevance and choice in print, people continue to read. </li></ul></ul><ul><ul><ul><li>And contrary to what some journalists want to think, community content is often preferred, depending on the topic. </li></ul></ul></ul><ul><li>4. Efficiency </li></ul><ul><ul><li>Customized niche “printable” content costs less, and is better for the environment. Digital inkjet technology is making Print on Demand more affordable. </li></ul></ul>
  17. 17. Partnerships, year 1 <ul><li>We’ll create “city hubs” for partners’ cities </li></ul><ul><ul><li>For example: </li></ul></ul><ul><li>Partner creates Printcasts for those cities to seed the market, and registers its content online </li></ul><ul><ul><li>Partner sets ad rates for its own Printcasts (via a markup) </li></ul></ul><ul><ul><li>Partner keeps most of the revenue from its Printcasts </li></ul></ul><ul><ul><li>If citizen publishers use partner content, some of that goes to the partner -- just like for any citizen publisher. </li></ul></ul><ul><li>Partner promotes Printcasting locally </li></ul><ul><ul><li>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. </li></ul></ul>
  18. 18. Milestones <ul><li>Now </li></ul><ul><ul><li>Pilot program in Bakersfield, California </li></ul></ul><ul><li>June </li></ul><ul><ul><li>E-commerce and ad revenue share launches </li></ul></ul><ul><li>Summer: Begin national rollout </li></ul><ul><ul><li>Open “city hubs” for 15-20 geographical areas </li></ul></ul><ul><ul><li>By December, identify & assist up to 5 local partners </li></ul></ul><ul><li>Spring 2010: Open Source </li></ul>
  19. 19. Outreach in Bakersfield <ul><li>We hired a part-time marketing evangelist in Bakersfield. </li></ul><ul><ul><li>Reaches out to bloggers, organizations and government groups to show them Printcasting. </li></ul></ul><ul><ul><li>“ Blogger brunches,” training sessions, booths at events. </li></ul></ul><ul><ul><li>Meets with local clubs at college campuses and high schools </li></ul></ul><ul><ul><li>Thank participants with T-shirts, mouse pads, pens and reporter notebooks. </li></ul></ul><ul><ul><li>Basically all the local grass-roots stuff that only a newspaper would do! </li></ul></ul>
  20. 20. Some Early Adopters <ul><li>A local writer is using Printcasts to publicize her poems and short stories. </li></ul><ul><ul><li>“ Weekly Passion Activator” </li></ul></ul><ul><li>The Kern County Library </li></ul><ul><ul><li>Wants to publish book reviews, event calendars and community information. </li></ul></ul><ul><li>Downtown Business Association </li></ul><ul><ul><li>Will get downtown businesses to blog their event calendars, then pull them into Printcasts that they hand out from trolleys. </li></ul></ul><ul><li>Political Parties </li></ul><ul><ul><li>Interested in using Printcasts for newsletters that share regional clubs’ content. </li></ul></ul>
  21. 21. Questions? <ul><li>Let me know if you have any questions, thoughts or feedback! </li></ul><ul><ul><li>Dan Pacheco </li></ul></ul><ul><ul><li>Sr. Manager of Digital Products </li></ul></ul><ul><ul><li>001 303.465.5560 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Try Printcasting yourself: </li></ul><ul><ul><li> </li></ul></ul><ul><li>Join our global community! </li></ul><ul><ul><li> </li></ul></ul>
  22. 22. Appendix <ul><li>In-slide demos, and background </li></ul>
  23. 23. Home page
  24. 24. Registering content <ul><li>Easy for bloggers. No blog? We set one up for you. </li></ul>
  25. 25. Video: Make a Printcast <ul><li>Let’s make a gardening magazine! Click below to play movie) </li></ul>Video not playing? Click here:
  26. 26. Video: Self-serve advertising <ul><li>Let’s make an ad! Click below to play movie) </li></ul>Video not playing? Click here:
  27. 27. Social Media in Bakersfield The Context for Printcasting
  28. 28. The Bakersfield Californian <ul><li>Independently owned for 140 years. 110 years in one family </li></ul><ul><li>The only paper of its size in Bakersfield (60,000 daily circ., 277,000 readers weekly) </li></ul><ul><li>Recognized around the world for risk-taking and innovation </li></ul>
  29. 29. Media Trends & Challenges <ul><li>Media fragmentation: new competition from cell phones, internet, satellite TV & radio </li></ul><ul><li>More consumer choice & control: wide variety of sources for news and information. </li></ul><ul><li>Media habits changing: consumers now seek convenience and customized content. </li></ul><ul><li>Shift from mass to niche: Traditional media cannot effectively be everything to everyone. </li></ul>Technology has dramatically changed the media landscape. A shift from mass media to niche strategy
  30. 30. <ul><li>How many still think about “the media” </li></ul>Or put another way …. Dad: newspaper Kids: TV Mom: Off the radar
  31. 31. <ul><li>People “graze” through the day from different sources. And they increasingly put content back into it. </li></ul>The actual media landscape
  32. 32. Dan’s Law Less Time Fragmented market + More Choice
  33. 33. “A Network of Niches” <ul><li>We used market research to evolve from a mass media print-centric business model into a multi-media niche strategy. </li></ul><ul><li>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. </li></ul><ul><ul><li>Youth (Bakotopia) </li></ul></ul><ul><ul><li>Hispanics (M ás) </li></ul></ul><ul><ul><li>Parents (RaisingBakersfield) </li></ul></ul><ul><ul><li>And more! </li></ul></ul>
  34. 34. Lots of Activity <ul><li>Launched 11 social media sites starting in 2005. </li></ul><ul><ul><li>Flagship site plus niche sites for the music scene, neighborhoods, Latinos, moms, newcomers and more. </li></ul></ul><ul><ul><li>The network now drives over 4 million pvs/month </li></ul></ul><ul><li>Activity to date (March 2009): </li></ul><ul><ul><li>53,695 public profiles </li></ul></ul><ul><ul><li>34,178 blog posts from 3,618 blogs </li></ul></ul><ul><ul><li>283,269 blog comments </li></ul></ul>
  35. 35. Same tools, different usage <ul><li> : Very “bloggy,” news and current events are the drivers. </li></ul><ul><li> : Very social, with lots of profiles, tags and social networking </li></ul><ul><li> : Article creation and picture sharing drive activity. </li></ul>
  36. 36. How people use our networks
  37. 37. Interests help like minds connect Find other fans of ska, running, tattoos in a few clicks.
  38. 38. Friends grow the audience
  39. 39. Blogs bring in content, news, fun
  40. 40. Band radio attracts music fans <ul><li>On Bakotopia, bands upload music to their user profiles, where it streams. </li></ul><ul><li>We approve new tunes, then keep our hands off. </li></ul><ul><li>Best stuff shows up on home page, in “Bakotunes” Podcast. </li></ul><ul><li>In 2007, we started selling a CD compilation for $5. (Yes that’s right -- we made money on free music). </li></ul>Listen to Bakotopia Radio
  41. 43. The Northwest Voice <ul><li>First “citizen journalism” initiative by a U.S. newspaper </li></ul><ul><ul><li>Spring 2004 </li></ul></ul><ul><li>People write articles that are printed & home delivered. </li></ul><ul><ul><li>Kids’ accomplishments, recipes, local issues. </li></ul></ul><ul><ul><li>While content comes from Web, most revenue is still from the printed publications. </li></ul></ul><ul><li>Triggered a wave of similar initiatives across U.S. </li></ul>
  42. 45. Local Business Directory <ul><li>Bakersfield’s Inside Guide </li></ul><ul><ul><li>Provides a page / profile for every local business in town, and lets consumers rate and review based on their experiences. </li></ul></ul><ul><li>It’s a directory, and a social network </li></ul><ul><ul><li>Consumers can also become a “friend” of the local business, opening up the possibility of direct marketing to VIP customers. </li></ul></ul><ul><li>It is much easier to sell advertising on local business profiles than on personal profiles. </li></ul>
  43. 48. And let’s not forget the impact on day-to-day journalism
  44. 49. Bakosphere: Newsroom revolution <ul><li>Newsroom reorganized to be “web first” for everything. </li></ul><ul><li>News department heads, now “ t eam leaders ” with groups of reporters, post reporters ’ stories to the Web in blogs as they come in. </li></ul><ul><li>Reporters converse with readers as they blog. The readers help direct focus of the stories. </li></ul><ul><li>Night copy editors focus on polishing headlines and other fine-tuning, rather than raw story posting. </li></ul>
  45. 50. Newsroom revolution
  46. 51. Newsroom revolution
  47. 52. Newsroom revolution
  48. 53. Newsroom revolution
  49. 54. Summary <ul><li>The Future is Niche </li></ul><ul><ul><li>One product cannot serve all interests. You need many, and your local community wants to help. </li></ul></ul><ul><li>The Future is Everywhere </li></ul><ul><ul><li>One medium cannot serve all needs. You must have a presence in every medium used by your community. </li></ul></ul><ul><ul><li>Print has a role in a niche strategy (Printcasting). </li></ul></ul><ul><ul><li>And … print can even be part of your digital strategy, if you let it. </li></ul></ul><ul><li>The Future is Now! </li></ul><ul><ul><li>It’s no longer a question of whether people will move to digital media. They live there. Do you? </li></ul></ul>