PART 1

The story behind Printcasting

The Bakersfield Californian

Independently owned for 140 years. 110 years in one family.

The only paper of its size in Bakersfield (60,000 daily circ., 277,000 readers weekly).

My “day job” for 5 years: Senior Manager of Digital Products

Newspapers are stuck in a 1950s understanding of media consumption

Dad: newspaper

Kids: TV

Mom: Off the radar

The problem

People “graze” through the day from different sources. And they increasingly put content back into it.Less time & more choice is driving a shift from mass to niche.

The actual media landscape

“A Network of Niches”

Starting in 2004, the Californian has transformed from a print-centric mass media model to a a network of digitally-powered niche products.

8 different social networking sites. Flagship site Bakersfield.com, plus niche sites for the

music, neighborhoods, Latinos, busy parents, bargain-hunters and more.

The network now drives over 4 million views / month

Lots of Activity

Activity to date (March 2009): On 8 sites, we have 53,000

user profiles (20% of market) with 3,618 blogs.

Added 100,000 individuals to our audience who we didn’t reach before 2004.

Bakersfield’s population is only 300,000.

Bakotopia Web site: High audience engagement, low direct revenue from online ads.

Bakotopia Print editions: Moderate revenue from print ads that appear next to content that users posted online.

Interests help like minds connectFind other fans of ska, running, tattoos in a few clicks.

Friends grow the audience

Blogs bring in content, news, fun

Band radio attracts music fans

On Bakotopia, bands upload streaming music to their profiles.

We approve new tunes, then keep our hands off.

Best stuff shows up on home page, in “Bakotunes” Podcast.

In 2007, we started selling a CD compilation for $5. (Yes that’s right -- we made money on free music).

Listen to Bakotopia Radio

Local Business Directory

Bakersfield’s Inside Guide Provides a page / profile for every local business in

town, and lets consumers rate and review based on their experiences.

It’s a directory, and a social network Consumers can also become a “friend” of the local

business, opening up the possibility of direct marketing to VIP customers.

The social newsroom In 2008, newsroom refocused

to be “web first” for everything.

Reporters post every story online in first in the same blogosphere as the community members.

Reporters converse with readers as they blog. The readers help direct focus of the stories.

Newsroom revolution

The Online Audience Paradox

Social networks are effective to growing audience, but they don’t generate significant revenue by themselves.

Most revenue comes from print ads in magazines that feature user content.

Online-only brands struggle to make anywhere near as much as those with print.

We began to ask ourselves ...

How could we replicate the success of Bakotopia (online + print) 100 times, or 1,000 times, without 100 or 1,000 more people?

How could we leverage the audience's desire to share content online, and translate that to print as well?

Which leads us to …

PART 2:

Printcasting

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.

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Awards and Accolades

Recipient of a 2009 Knight-Batten Award for Innovation in Journalism (separate from Knight News Challenge).Positive stories in various publications:

The New York TimesBusiness WeekThe Miami HeraldNews industry publications

Make a magazine like this …

… or this!

How Printcasting Works

Other ways to look at it

E-mail newsletter tool that bridges to the real worldDelivers content that’s instantly web-friendly & print friendly.Promote on your site with widgets, or print out to distribute at local events to market your site.

An aggregator & curator for your site’s contentMap different topical feeds into various publications.

Self-serve ad tool

Advertisers click a button, fill out a form and enter credit card. Done!Ads start at $10 per edition.Publisher can mark up rate.

Who needs a magazine today?

We (the digerati) say “print is dead.” That may be true of large newspapers, but niche, grass-roots print publishing is here to stay.

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. Look at your printed program.

Printcasting makes that easier and cheaper by tapping into digital content, and making an automatic bridge between atoms and bits.

Where interest is coming from

Bloggers and local thought leaders Get a “smart flyer” to promote their blogs’ content at

coffee shops and meetups.

Community organizations Clubs, schools, neighborhood associations, churches,

and even local libraries.

Local businesses Realtors, financial advisors, home heating companies

already send print newsletters.

Membership organizations Membership organizations have newsrooms and send

magazines now. This offers another way to do that which also works as an e-mail newsletter.

Hyperlocal example: AndynoiseLong-time blogger in Bakersfield who covers local cross-country races.

Has 60,000 photos of H.S. student races, and posts stats online.

Feeds content into magazine that he passes out at the races. Last week, he passed out 500 at an invitational.

Place an ad in his mag, and his kids’ team can get new running shoes.

Andynoise

Andynoise Magazine

Print, Online, Mobile, and … ?

Every Printcast has an automatically generated Wb site that is promoted from the print edition. Looks great on home printer, and … Looks great on an iPhone, and will only

get better. Future: Kindle, ePub, and who knows

what else.

In other words, it’s “Printable-casting”

Print view

Subscribe to get e-mail updates of new editions.Download and print to read on the go.Talking to printer manufacturer about automating printing in the morning.

Web-friendly view

Like an RSS reader view, with content chosen by an editor that can be anyone.

Embeddable widgets

Bakersfield example

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.

30% to content contributors.Proportionate to content use.

10% to the network.

Printcasting Around the World

Publishers come from all over the world– 23 countries, and 28 states in U.S.

Partnerships

Printcasting started in Bakersfield, but we want it to be used wherever it makes sense.

Seeking 5 partners in different cities who will use and promote Printcasting in different ways.

In discussions with partners in Bay Area, San Diego, Perú, Puerto Rico, Colorado and more.

But not Norway … yet!

See it in action

See the screencast video athttp://vimeo.com/6618958

Gracias!Get this presentation online at http://slideshare.net/pachecod

Let me know if you have any questions, thoughts or feedback!

Dan PachecoFounder303.465.5560dan@printcasting.com

Try Printcasting yourself: http://www.printcasting.com