digital transformation iapa 1106

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My presentation at the Inter American Press Association General Assembly in Buenos Aires, Argentina on Nov. 6, 2009.


  • 1.
  • 2. PART 1 Social Media Revolution in Bakersfield, California
  • 3. 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).
    • Recognized around the world for risk-taking and innovation.
  • 4. Media Trends & Challenges
    • Media fragmentation: new competition from cell phones, internet, satellite TV & radio
    • More consumer choice & control: wide variety of sources for news and information.
    • Media habits changing: consumers now seek convenience and customized content.
    • Shift from mass to niche: Traditional media cannot effectively be everything to everyone.
    Technology has dramatically changed the media landscape. A shift from mass media to niche strategy
  • 5.
    • How many still think about the media
    Dad: newspaper Kids: TV Mom: Off the radar Or put another way .
  • 6.
    • People graze through the day from different sources. And they increasingly put content back into it.
    The actual media landscape
  • 7. A Network of Niches
    • Since 2004, weve used market research to evolve our company from a mass media, print-centric business model to a network of niches.
    • Weve leveraged our expertise in local news and unique content to produce targeted digital-print hybrid brands that connect advertisers with their desired niches.
      • 8 different social networking sites.
      • Flagship site, plus niche sites for the music, neighborhoods, Latinos, moms and newcomers.
      • The network now drives over 4 million views / month
  • 8. 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 didnt reach before 2004.
      • Bakersfields population is only 300,000 .
  • 9. How people use our networks
  • 10. Same tools, different usage
    • : Older users. Very bloggy, news and current events are the drivers.
    • : Youth focus. Very social, with lots of profiles, tags and social networking.
    • : Families with kids who post articles and photos.
  • 11.
    • Bakotopia Web site: High audience engagement, low direct revenue from online ads.
  • 12.
    • Bakotopia Print editions: Moderate revenue from print ads that appear next to content that users posted online .
  • 13. Interests help like minds connect Find other fans of ska, running, tattoos in a few clicks.
  • 14. Friends grow the audience
  • 15. Blogs bring in content, news, fun
  • 16. 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 thats right -- we made money on free music).
    Listen to Bakotopia Radio
  • 17. Local Business Directory
    • Bakersfields Inside Guide
      • Provides a page / profile for every local business in town, and lets consumers rate and review based on their experiences.
    • Its 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.
    • It is much easier to sell advertising on local business profiles than on personal profiles.
  • 18.
  • 19.
  • 20. Newsroom revolution
    • In 2008, newsroom refocused to be web first for everything.
    • News department heads, now team leaders with groups of reporters, post reporters stories to the Web in blogs.
    • Reporters converse with readers as they blog. The readers help direct focus of the stories.
    • Night copy editors focus on polishing headlines and other fine-tuning, rather than raw story posting.
  • 21. Newsroom revolution
  • 22. Newsroom revolution
  • 23. Newsroom revolution
  • 24. Newsroom revolution
  • 25. Rethinking print
    • Californian moved to tabloid format in August, 2009.
    • Top billing for citizen journalism and social media scrapes from Facebook, Twitter, Myspace.
    • Back page features Classifieds as content.
  • 26. Social Media Scrapes
  • 27. Classifieds as content
  • 28. The Online Audience Paradox
    • Social nets with print components are effective, but only the print side generates significant revenue.
    • 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.
  • 29. 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?
  • 30. Which leads us to PART 2: Printcasting
  • 31. 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. 1 2
  • 32. Make a magazine like this
  • 33. or this
  • 34. or this!
  • 35. How Printcasting Works
  • 36. Other ways to look at it
    • E-mail newsletter tool that bridges to the real world
      • Delivers content thats 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 sites content
      • Map different topical feeds into various publications.
  • 37. 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.
  • 38. Who needs a magazine today?
    • We (the digerati) say print is dead. That may be true of large new