Printcasting First Wednesday 2009


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Presentation about Printcasting given to the "First Wednesday" group in Denver on Sept. 2, 2009.

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Printcasting First Wednesday 2009

  1. 1. People-Powered Magazines
  2. 2. About Me <ul><li>Former journalist, now product manager / startup guy </li></ul><ul><li>Working on Internet products since 1995 </li></ul><ul><ul><li> prototype (1994) </li></ul></ul><ul><ul><li> launch team (1995-98) </li></ul></ul><ul><ul><li>Community product management at AOL (1998 – 2004) </li></ul></ul><ul><ul><li>New product development at independently-owned Bakersfield Californian newspaper company (2004-present) </li></ul></ul><ul><ul><li>And now, Printcasting </li></ul></ul>
  3. 3. Knight News Challenge <ul><li>5-Year, $25 Million grant program for digital open-source projects that support local news and information. </li></ul><ul><li>Printcasting was one of 17 winners in 2008 with a 2-year, $837,000 grant. </li></ul><ul><li>Year 3 winners unveiled in June. </li></ul><ul><li>All cod is open sourced at end of grant period. </li></ul><ul><li>Learn more at </li></ul>
  4. 4. Accolades & honors <ul><li>Stories in The New York Times and Business Week </li></ul><ul><li>2009 Knight-Batten Award </li></ul>
  5. 5. What is Printcasting? <ul><li>Knight News Challenge project that democratizes print publishing process. Objectives: </li></ul><ul><ul><li>Let anyone create a printable magazine. </li></ul></ul><ul><ul><li>No software or design skills required. Use your own content, or remix content from others. </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
  6. 6. Make a magazine like this …
  7. 7. … or this …
  8. 8. … or this!
  9. 9. Easy targeted ad tool <ul><li>Advertisers click a button, fill out forms, enter credit card and they’re done. </li></ul><ul><li>Ads start at $10 per edition. </li></ul><ul><li>Publisher can mark up rate. </li></ul>
  10. 10. Print, Online & Mobile <ul><li>Every Printcast has an automatically generated “Microsite” that’s promoted from the masthead. </li></ul><ul><ul><li>Mobile version of microsites is coming soon. </li></ul></ul><ul><li>Why is this important? </li></ul><ul><ul><li>Today’s fragmented media world means you must give people what they want, when they want it, and where they want it. </li></ul></ul><ul><ul><li>We can finally give advertisers one, simple way to reach people in the medium they prefer. Print, online, mobile are all automagic. </li></ul></ul>
  11. 11. Local partner <ul><li>MediaNews Group’s Targeted Publishing Group experimenting with using Printcasting as a niche publication creation engine. </li></ul><ul><li>To support this, now includes city pages that focus on specific markets. </li></ul><ul><ul><ul><li>SF Bay Area </li></ul></ul></ul><ul><ul><ul><li>Los Angeles </li></ul></ul></ul><ul><ul><ul><li>Denver/Boulder </li></ul></ul></ul><ul><li>Interested? We’ll be partnering with more local content organizations. </li></ul>
  12. 12. 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.
  13. 13. All Participants Share Revenue <ul><li>Every category has a base ad price which publishers can mark up. </li></ul><ul><li>Revenue is shared with every participant. </li></ul><ul><ul><li>60% to Printcast publishers. Covers printing costs and helps fund their operations. </li></ul></ul><ul><ul><li>30% to content contributors. Proportionate to content use. </li></ul></ul><ul><ul><li>10% to the network. To cover our costs and ongoing improvements. </li></ul></ul>
  14. 14. Why Print, and Why Now? <ul><li>Experience with niche social networks in Bakersfield show that it’s a natural way to grow audience and revenue together. </li></ul><ul><ul><li>On 8 sites, the Californian has 53,000 user profiles (20% of market) with 3,618 blogs. </li></ul></ul><ul><ul><li>Added 100,000 individuals to our audience who we didn’t reach before 2004! Remember: Bakersfield’s population is only 300,000 . </li></ul></ul><ul><li>Print ads pay the freight. </li></ul>
  15. 15. Print Still Drives Most Revenue <ul><li>Social nets with print components are effective, but only the print side generates significant revenues to sustain editorial operations. </li></ul><ul><li>Most revenue comes from print ads in magazines that feature user content. </li></ul><ul><ul><ul><li>Online-only brands struggle. </li></ul></ul></ul>
  16. 16. Capture the “Long Tail” <ul><li>In Bakersfield, 65% of businesses have annual ad budgets under $10,000. </li></ul>Bakersfield Businesses TBC Customer Base <ul><li>But only 39% of the Californian’s current advertisers have ad budgets under $10,000. </li></ul>
  17. 17. 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.
  18. 18. Other Reasons <ul><li>Print finds you in physical space </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. It’s part of your environment. </li></ul></ul><ul><li>Print can be relevant if you make it relevant </li></ul><ul><ul><li>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. </li></ul></ul><ul><ul><ul><li>And for people who don’t want print, there’s the microsite and mobile. </li></ul></ul></ul><ul><li>Print is now efficient, and eco-friendly </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>
  19. 19. Progress so far <ul><li>Off to a good start: </li></ul><ul><ul><li>529 registered users </li></ul></ul><ul><ul><li>280 publications with 1,365 editions </li></ul></ul><ul><ul><ul><li>Average 4.8 editions per publication </li></ul></ul></ul><ul><ul><li>332 feeds with 6,037 articles from blogs, and: </li></ul></ul><ul><ul><ul><li>Top stories from The Denver Post </li></ul></ul></ul><ul><ul><ul><li>More on the way (The Washington Times?) </li></ul></ul></ul>
  20. 20. Global audience <ul><li>Publishers come from all over the world </li></ul><ul><ul><li>23 countries, 28 states </li></ul></ul><ul><li>But also from nearby </li></ul><ul><ul><li>172 pubs from the U.S. </li></ul></ul>
  21. 21. 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, churches, etc. </li></ul></ul><ul><li>Local businesses. </li></ul><ul><ul><li>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. </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>
  22. 22. Examples of early adopters <ul><li>Realtors </li></ul><ul><li>Hyperlocal bloggers </li></ul><ul><ul><li>E.g. Andynoise </li></ul></ul><ul><li>Small niche publishers </li></ul>
  23. 23. One “partner Printcast” <ul><li>Andynoise </li></ul><ul><ul><li>Local cross-country running fanatic. </li></ul></ul><ul><ul><li>29 editions of his blog’s Printcast </li></ul></ul><ul><ul><li>Plus, 15 different magazines (one for each high school). </li></ul></ul><ul><ul><li>We’ll print his first edition to hand out at local races. </li></ul></ul>
  24. 24. Feedback, and our response <ul><li>Early adopters want more control than we anticipated. So we’re going to give it to them. </li></ul><ul><ul><li>“ Create Edition” flow will let you hand-craft each edition with stories you choose. </li></ul></ul><ul><li>Publishers want to choose ads, versus having advertisers choose their pubs. </li></ul><ul><ul><li>Requires a different pricing approach. </li></ul></ul><ul><ul><li>Advertiser subscriptions for # ads / month. </li></ul></ul><ul><ul><li>Pay per performance. </li></ul></ul>
  25. 25. Existing companies can benefit <ul><li>An existing publisher with good local or topical content can participate and reap financial rewards thanks to revenue sharing. </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><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 other publishers’ ad revenue . </li></ul></ul>
  26. 26. 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>Founder </li></ul></ul><ul><ul><li>303.465.5560 </li></ul></ul><ul><ul><li>dan </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>