digital transformation iapa 1106
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DESCRIPTIONMy presentation at the Inter American Press Association General Assembly in Buenos Aires, Argentina on Nov. 6, 2009.
- 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.
- How many still think about the media
- People graze through the day from different sources. And they increasingly put content back into it.
- 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 Bakersfield.com, 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
- Bakersfield.com : Older users. Very bloggy, news and current events are the drivers.
- Bakotopia.com : Youth focus. Very social, with lots of profiles, tags and social networking.
- BakersfieldVoice.com : Families with kids who post articles and photos.
- 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 .
- 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).
- 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.
- 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:
- 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
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IAPA Collaborating Centre Annual Meeting of CIS Centres June 2008 Maureen Shaw President and CEO, IAPA