Printcasting Ona 2009


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This is the presentation given by Dan Pacheco at the Online News Association Conference in San Francisco, CA on Oct. 3, 2009.

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Printcasting Ona 2009

  1. 1. People-Powered Magazines
  2. 2. 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
  3. 3. Make a magazine like this …
  4. 4. … or this …
  5. 5. … or this!
  6. 6. How Printcasting Works
  7. 7. Other ways to look at it <ul><li>E-mail newsletter tool that bridges to the real world </li></ul><ul><ul><li>Delivers content that’s instantly web-friendly & print friendly. </li></ul></ul><ul><ul><li>Promote on your site with widgets, or print out to distribute at local events to market your site. </li></ul></ul><ul><li>An aggregator & curator for your site’s content </li></ul><ul><ul><li>Map different topical feeds into various publications. </li></ul></ul>
  8. 8. Self-serve ad tool <ul><li>Advertisers click a button, fill out a form and enter credit card. Done! </li></ul><ul><li>Ads start at $10 per edition. </li></ul><ul><li>Publisher can mark up rate. </li></ul>
  9. 9. Who needs a magazine today? <ul><li>We (the digerati) say “print is dead.” That may be true of large newspapers, but niche, grass-roots print publishing is here to stay. </li></ul><ul><li>At a hyperlocal level – or an event (like this conference) – print is still a convenient way to reach your audience, even if content is online. </li></ul><ul><ul><li>Look at your printed program. </li></ul></ul><ul><li>Printcasting makes that easier and cheaper by tapping into digital content, and making an automatic bridge between atoms and bits. </li></ul>
  10. 10. Where interest is coming from <ul><li>Bloggers and local thought leaders </li></ul><ul><ul><li>Get a “smart flyer” to promote their blogs’ content at coffee shops and meetups. </li></ul></ul><ul><li>Community organizations </li></ul><ul><ul><li>Clubs, schools, neighborhood associations, churches, and even local libraries. </li></ul></ul><ul><li>Local businesses </li></ul><ul><ul><li>Realtors, financial advisors, home heating companies already send print newsletters. </li></ul></ul><ul><li>Membership organizations </li></ul><ul><ul><li>AARP, AAA, insurance companies have newsrooms and send magazines now. This offers another way to do that which also works as an e-mail newsletter. </li></ul></ul>
  11. 11. Hyperlocal example: Andynoise <ul><li>Long-time blogger in Bakersfield who covers local cross-country races. </li></ul><ul><li>Has 60,000 photos of H.S. student races, and posts stats online. </li></ul><ul><li>Feeds content into magazine that he passes out at the races. Last week, he passed out 500 at an invitational. </li></ul><ul><li>Place an ad in his mag, and his kids’ team can get new running shoes. </li></ul>
  12. 12. Andynoise
  13. 13. Andynoise Magazine
  14. 14. Global audience <ul><li>Publishers come from all over the world </li></ul><ul><ul><li>23 countries, and 28 states in U.S. </li></ul></ul>
  15. 15. Print, Online, Mobile, and … ? <ul><li>Every Printcast has an automatically generated site that’s promoted from the print edition. </li></ul><ul><ul><li>Looks great on home printer, and … </li></ul></ul><ul><ul><li>Looks great on an iPhone, and will only get better. </li></ul></ul><ul><ul><li>Future: Kindle, ePub, and who knows what else. </li></ul></ul><ul><li>In other words, it’s “Printable-casting” </li></ul>
  16. 16. Print view <ul><li>Subscribe to get e-mail updates of new editions. </li></ul><ul><li>Download and print to read on the go. </li></ul><ul><li>Talking to printer manufacturer about automating printing in the morning. </li></ul>
  17. 17. Web-friendly view <ul><li>Like an RSS reader view, with content chosen by an editor that can be anyone. </li></ul>
  18. 18. Embeddable widgets
  19. 19. Bakersfield example
  20. 20. 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. </li></ul></ul><ul><ul><li>30% to content contributors. Proportionate to content use. </li></ul></ul><ul><ul><li>10% to the network. </li></ul></ul>
  21. 21. Partnerships <ul><li>Printcasting started in Bakersfield, but we want it to be used wherever it makes sense. </li></ul><ul><li>By December, we want 5 partners in different cities (U.S. or international) who will use and promote Printcasting in different ways. </li></ul><ul><li>First partner: MediaNews Group in Denver. </li></ul><ul><li>In discussions with partners in Bay Area, Washington, D.C. and Chicago. </li></ul>
  22. 22. See it in action See the screencast video at
  23. 23. 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>