Long time coming

It's been a long time coming. But it's here. The first local website to become a local print publication that I've heard about. Why has this been so hard to see? Targeted print publications have always had the same DNA as websites, so why hasn't this happened many times before. Why have the creation of websites from print publications come in droves, in millions, in billions, in zillions, before a local print publication from a website. It should have been a two-way street from the beginning, but I guess the construction crews arbitrarily -- or rather the culture police arbitrarily -- decided it was a one way street.

To see the full story visit http://www.guardian.co.uk/media/organgrinder/2010/sep/16/hyperlocal-blog-hu17-beverley-paul-smith-print

Or here it is:

Hyperlocal blogger expands into print publishing
Website publisher launches full colour weekly

A hyperlocal news site owner has launched into print with a low cost advertising weekly for Beverley.

Paul Smith is known to many bloggers for campaigning to clear his name after the Hull Daily Mail accused him of activity in the porn industry and questioned his fitness to run the website HU17.net in high-profile coverage in the area.

But several stressful months on – and with a partially upheld PCC complaint against the paper behind him – Smith has stepped up his local publishing venture by launching in their backyard.

He told me how the new venture was progressing:

"The first edition was just sport with no other editorial, it was more as a promotional idea though has evolved since then. Now it is 28 pages in full colour on A4 pages.

"It is for everyone in the town though it seems to appeal to those who are out and about – ie who use the shops, bars and or play sport in the area".

Competition

The newspaper competes for its readers, and advertisers, with the Johnston Press's Beverley Guardian as well as the Hull Daily Mail's own Beverley Advertiser.


Cover Photograph: Paul Smith/guardian.co.uk
What Smith calls his "magic formula'' is a mixture of pictures capturing local events under the strapline 'it's all about Beverley' and low cost advertising - £5 per week for a good sized advert.

"I am told people like to see who is in it, I think it also helps that the content is exclusive and very niche. Having an established web site has helped, people know the brand too."

The print version hits the streets each Tuesday and is distributed to drop off places in Beverley such as bars, barbers and social clubs.


"Local shops have been very supportive with many signing up to advertising package that is realistic and very affordable, something that was certainly needed in the area.

"We still only make a limited number up to 100 copies but each one gets seen by lots of people."


HU17 can also be accessed online at HU17.net and on Facebook.

The beat goes on

Individual news venture
debuts at SXSW
As reported this morning by News and Tech at
http://www.newsandtech.com/whats_new/article_44b9118e-35dd-11df-9c6d-001cc4c002e0.html:

London-based startup Newspaper Club brought its concept of individually produced newspapers to the United States last week when its backers created newspaper prototypes at a SXSW new media seminar in Austin, Texas.
The firm, whose Arthr software allows anyone to create up to a 12-page newspaper, handed out papers that were printed by the Austin American-Statesman, according to a blog posted by Fast Company magazine.
Once the papers were handed out to seminar attendees, Fast Company wrote that Twitter user @mattb reported, “The newspapers are passed out and the quiet sound of typing sounds to the white noise of paper rustling.”
Newspaper Club is currently only available in the United Kingdom, where users can generate their own newspapers, either in color or black-and-white, or have Newspaper Club produce one for them. Prices range around $500 for 300 black-and-white editions to $2,200 for 5,000 full-color copies.

Forrester Research presentation at paidContent 2010

Here's the one point I want to make before you check out this SlideShare Presentation. The newspaper subscription used to pay for access to the content, so the theory is consistent, that people don't pay for content they pay for access:

Forrester Research presentation at paidContent 2010

View more presentations from Christian Santiago.

INMA in tune

Richard Hall of Digital Technology International gave a presentation at the International Newspaper Marketing Association convention in Copenhagen which is pure personal newspaper. Check the powerpoint out and enjoy.

If that link doesn't work here is the URL: http://www.slideshare.net/TomCorbett/richard-hall-3102448

Numbers and more numbers

I could get dizzy following the numbers on print-online newspaper audience, but this post seems to have the weight of reality under it.

Fidler in the rough

Roger Fidler, who first imagined the now arriving (2010) tablet newspaper in 1992 when he convinced the Knight Ridder Co. to underwrite the Information Design Lab in Boulder, Co., has always looked at the future of the newspaper business as primarily a production, manufacturing and distribution challenge.
But the biggest change is the fact that news must become personal, which is why I have since 1999 argued for the personal newspaper, a clunker of a term, no doubt.
Anyway, check out the video on this site to get a fascinating view on the history of the evolution/transition of newspapers in the 21st Century.
Like a diamond in the rough, Roger Fidler is a superstar.

Post-Kindle

So we are now post-Kindle. Here come the digitized magazines WITH advertisemnts. Can newspapers be far behind? Hoorah. Last month Conde Nast demonstrated its concept of a digitized magazine tablet. Now it’s Time Inc.’s turn: The publisher is demo-ing an iteration of Sports Illustrated compatible with the "upcoming" Apple tablet and/or other tablets. Both publishers will offer add-ons like multimedia and links into the web. But it's the replica aspect here that may make the digitized business model work. Circ-based advertising sales will still work, we hope. And let's hope the magazines are beautiful en tablet.

Magazines galore

Most of the major magazine companies are collaborating to create an online newsstand, according to a published report. Now if we all just had time to peruse that newsstand. That's what was so great about the brands that had been created already --we knew what brands we wanted before we knew exactly what we wanted from them.
It's great that they will all be on a digital platform so that an individuated search function can find stories of sympatico across the brands. Will they charge by the story? Not sure.
Here's what the New York Observer story said:
"The formation of a new company to run the online newsstand -- sometimes characterized as an 'iTunes for magazines' -- may be announced in early December. Time, Conde Nast, Hearst, and Meredith all intend to be equity partners in the new company, although the deals have not yet been signed.
"In the face of slumping print circulation for many magazines, the publishing houses are eager to exert some control over digital readership, said people at the companies, who requested anonymity because they were not authorized to talk about the plans.
"In other media sectors, rivals have already formed joint ventures for the Web. Several television networks are stakeholders in Hulu, an online television and film Web site. Some music labels are partners in Vevo, a music video site powered by YouTube that will make its debut next month.
"The new magazine company would, in theory, make it easy to buy print and electronic copies of magazines like The New Yorker, Sports Illustrated, Esquire, and Better Homes and Gardens from a single Web site. While mostly leaving the hardware to others, the alliance of competing publishers would develop software standards for magazine viewing on iPhones, BlackBerrys, e-book readers and other platforms, people familiar with the plans said.
"The New York Observer reported Tuesday that the Time Inc. executive John Squires would become the new outfit's interim chief executive while the partners look for a permanent head. In June, the Time Inc. chairmwoman Ann Moore gave Mr. Squires the responsibility of creating a digital road map for the company.
" 'It's increasingly clear that finding the right digital business model is crucial for the future of our business,' Ms. Moore said in a memorandum at the time. She added, 'We need to develop a strategy for the portable digital world and to refine our views on paid content.' "

Individuated news can help

So, the only fast growing print advertising medium of the past five years -- direct mail -- looks like it has trouble ahead. A new study from Borrell says that direct mail will lose more than 20 percent of its revenue to email marketing in the next few years.
What could help? Individuated news would be a natural partner to email marketing.

Direct Mail Doomed, Long Live Email
Gavin O'Malley, May 20, 2009 02:59 PM
After making quick work of print newspapers, and the Yellow Pages industry, "The kudzu-like creep of the Internet is about to claim its third analog victim," warns a new report from research firm Borrell Associates. The victim? "The largest and least-read of all print media: Direct mail."
"Direct mail has begun spiraling into what we believe is a precipitous decline from which it will never fully recover," Borrell predicts. More specifically, it is projecting a 39% decline for direct mail over the next five years, from $49.7 billion in annual ad spending in 2008 to $29.8 billion by the end of 2013.
If Borrell is correct, direct mail will fall from the premiere placeholder for ad revenue to the fourth -- behind the Web, broadcast TV, and newspapers.
The downturn is being caused by a perfect storm of worsening economics for printing and delivery and conversely improving economics for competing media, particularly the Internet. In turn, the research firm sees email largely filling the void being left by direct mail.
"Email advertising is indeed skyrocketing while its traditional counterpart plummets," Borrell notes. "In fact, last year, email advertising quietly moved to the No. 1 online ad category spot, surpassing all other forms of interactive advertising." Last year, advertisers spent $12.1 billion on email marketing, more than they spent on display/banner advertising or search advertising.
Borrell is predicting that email will continue to distance itself from other online advertising formats over the next five years, growing to $15.7 billion and remaining the preferred channel among many marketers. In particular, most of the growth in email marketing will be local, the report forecasts.
"We're expecting local e-mail advertising to grow from $848 million in 2008, to $2 billion in 2013, as more small businesses abandon direct mail couponing and promotional orders and turn to a more measurable and less costly medium, e-mail."
Still, the report goes on to warn opportunists that email marketing is not without its risks. "Managing large e-mail marketing campaigns require database marketing expertise, a savvy sales force, adequate e-mail management software, familiarity with the rules and regulations and a lot of patience."
The declines in direct mail have already begun to register at companies such as Valassis, which owns one of the nation's largest direct-mail businesses.
In the first quarter of this year, Valassis' "shared mail" revenue declined 12.7% year-over-year, according to Borrell. Two other direct mailers, meanwhile -- IWCO Direct and Transcontinental USA -- have announced layoffs and facility closings. Of particular note, Borrell credits the rise of coupons online with the demise of direct mail.
Last year, for one, 36% of adults picked up a coupon inside a store and used it, compared with 28% just two years ago. About 8% of all adults now report using coupons delivered via email or the broader Web.

Historic first

The first individuated weekly newspaper has been printed. (Individuated means that the reader self-selected the content prior to aggregation.)
Ted Agres, assistant managing editor for The Washington Times, called me to say that the weekly edition has been individuated for about 120 subscribers and printed. These copies should be mailed out this week and reach their readers by Wednesday.
This is an historic first.
Although Syntops and the Swiss Post published an individuated newspaper this spring -- it was an unpaid test. And we at MediaNews Group have published individuated news reports for visitors to a hotel in Denver. And Time Magazine offered free to volunteers an individuated magazine in May.
But, the individuated TWT newspapers are going out to paid subscribers.
The Washington Times offered to make a subscriber's weekly different from all the rest, if the subscriber would say what he or she wanted: more international news and less sports news or more cultural news and less columnists, etc. You get it.
Now the readers have chosen and the newspapers that range in pages from 20 to 60 pages each have been printed on an OCE Jetstream, variable data, inkjet printer in Boca Raton, Fla. (The non-individuated newsweeklies were 40 pages.)
A barrier has been broken. Who is next?
Congratulations, The Washington Times, on a long but fruitful journey.

New heights for newspapers

When I was interviewed last year by Dan Neuharth, the son of USAToday's founder Al Neuharth, I predicted a heyday for newspapers in the 21st Century. I'm glad to see that at least one other person agrees in public: Rupert Murdoch. In light of his decision to begin to charge for online stories I give you an interview in which he predicts new heights for newspapers in the 21 st Century: http://www.guardian.co.uk/media/2008/nov/17/rupert-murdoch-internet-newspapers. Please note that Murdoch is not talking exclusively about the printed newspaper but newspaper content over the internet and other platforms.

Now, the cellphone will set you free

In the NY Times today, the report on the cultural fit of the cellphone in India. The seventh paragraph: "The cellphone serves, then, as a technology of individuation. On the cellphone, you are your own person. No one answers your calls or reads your messages. Your number is just yours."

The whole story: http://www.nytimes.com/2009/05/10/weekinreview/10giridharadas.html?ref=world

VERLA, India — Sometimes a technology comes along and crystallizes a cultural moment. Not since Americans and their automobiles in the 1950s, perhaps, have a people and a technology wedded as happily as Indians and their cellphones — small and big, vibrating and tringing, BlackBerry and plain vanilla.

Related

Times Topics: India

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Ruth Fremson/The New York Times

Enlarge This Image

Ruth Fremson/The New York Times

And neither India nor the cellphone will be the same after the pairing. India now adds more cellphone connections than anyplace else, with 15.6 million in March alone. The cost of calling is among the lowest in the world. And the device plays a larger-than-life role here — more so, it seems, than in the wealthy countries where it was invented.

Of course, in so vast a country, India’s nearly 400 million cellphone users still account for only a third of the population. But the technology has seeped down the social strata, into slums and small towns and villages, becoming that rare Indian possession to traverse the walls of caste and region and class; a majority of subscribers are now outside the major cities and wealthiest states. And while the average bill, of less than $5 per month, represents 7 percent of the average Indian’s income, enough Indians apparently consider the sacrifice worth it: if present trends continue, in five years every Indian will have a cellphone.

What makes the cellphone special in India? It is partly that India skipped the land-line revolution, making cellphones the first real contact with the outside world for hundreds of millions of people. It is partly that, with few other machines selling so briskly, the cellphone in India is forced variously to be a personal computer, flashlight, camera, stereo, video-game console and day organizer as well. It is partly that India’s relative poverty compels providers to be more creative to survive.

But it is also that the cellphone appeals deeply to the Indian psychology, to the spreading desire for personal space and voice, not in defiance of the family and tribe, but in the chaotic midst of it.

Imagine what it was like — in the Pre-Cellular Age — to be young in a traditional household. People are everywhere. Doors are open. Judgments fly. Bedrooms are shared. What phones exist are centrally located.

The cellphone serves, then, as a technology of individuation. On the cellphone, you are your own person. No one answers your calls or reads your messages. Your number is just yours.

And yet the young Indian rebel, unlike his Western counterpart, does not rebel totally. He wants to savor his new individuality, but do so while sitting with his parents having dinner, listening to his grandmother implore him to get married. He listens, then taps a few keys on his cellphone to escape, then listens some more, and taps, and listens.

The cellphone appeals, too, because it plays into the Indian need to place people. Cellular differences today perform the role that forehead markings and strings around torsos and metal bracelets once did: announcing who outranks whom.

Small people have small phones, and big people have big ones. Small people have numerical-soup numbers, and big people have numbers that end in 77777 or something equally important-sounding or easy to remember. Small people have one phone, and big people have two. Small people set their phones merely to ring, and big people make Bollywood songs play when you call them.

The cellphone, in short, has made itself Indian. There are 65 times more cellphone connections than broadband Internet links, and the gap is widening. And so those who wish to influence Indians are not waiting for the computer to catch on, but are seeking ways to adapt the cellphone to the things Westerners do online.

Indian companies have invented methods, via simple cellphone text-messaging, to wire money to temples, pay for groceries, find jobs and send and receive e-mail messages (on humble phones with no data connection).

But the most intriguing notion is that cellphones could transform Indian democracy.

Even in this voting season — the results of a four-week election will be announced May 16 — Indians are famously cynical about their senior-citizen-dominated, dynastic, corrupt politics. The educated often sit out elections. But with cellphones becoming near universal, experiments are sprouting with the goal of forging a new bond between citizen and state, through real-time, 24-hour cellular participation.

In the southern state of Andhra Pradesh, citizens who file a right-to-information request can now check its status via text message. Anyone who has been to an Indian government office, begging men in safari suits to do their job, will welcome this service.

A number of civic groups, meanwhile, have devised cellphone-based ways of informing voters about candidates for Parliament. If you text your postal code to the Association for Democratic Reforms, it will reply with candidate profiles like this:

CANDIDATE A Crim. Cases - No, Assets 175373142, Liab 0, Edu graduate_professional

CANDIDATE B Crim. Cases - Yes (1), Assets 445015617, Liab 2489959, Edu illiterate

A new interactivity is dawning in the news media, too. Now, via cellphone, citizens are talking back to the press, creating a continuous feedback loop between reporters and the public opinion they shape. Channels solicit text messages during broadcasts to air opinions and to poll viewers. Comments crawl across the screen as the talking heads talk.

In 2006, a court acquitted Manu Sharma, a politician’s son, of the murder of a model, Jessica Lall, even though several witnesses testified that they had seen him shoot her. This was nothing new in India. But a groundswell of text-message anger made its way onto television screens and compelled officials to retry Mr. Sharma. He was eventually convicted and given a life sentence.

Imagine the future: a young woman sits on her sofa. With a few taps, she checks that her tax return has been cleared. With a few more, she learns that her local legislator is a criminal, and she switches to the other candidate. She wires a campaign contribution by text. And then she notices on television a debate on her favorite topic, and listens to the arguments and taps hurriedly into her phone words that will soon scroll across the screen.

It is not Athens, but it would be a start: in the world’s largest democracy, government not by passive consent, but by something like a conversation.

Next Article in Week in Review (5 of 7) »

Wolf at the door

Can the wolf at the door understand that it's not the platform that is failing, it's the lack of personalized content?: http://www.mediaweek.com/mw/content_display/news/magazines-newspapers/e3ic3df7625da5868c128efd4cf4aa581b1

Oops

No advertising on the Kindle DX: http://www.businessweek.com/technology/content/may2009/tc2009056_655180.htm?chan=top+news_top+news+index+-+temp_news+%2B+analysis

Personalize the E-readers

Many people are pontificating about the new super-sized Kindle and the other e-readers and/or plastic logic products -- but some people recognize that these new platform plays are really turf plays, efforts to control content and distribution. Read Will Bunch in the Philadelphia Daily News --http://www.philly.com/philly/blogs/attytood/The_scoop_on_newspapers_giving_out_free_electronics.html --- for instance. He compares the new attitude to the old attitude: Get the Internet out of my backyard! But if Individuated News -- self-selected news -- were available on these new formats, the utility and power and compelling content of the web would be included -- instead of excluded.

An informed perspective

Manfred Werfel, as research director and deputy CEO of IFRA (the European press association), has been outspoken in favor of developing individuated newspapers. Read a recent interview: http://www.ifra.com/website/ntwebsite.NSF/wuis/4EFA05E5D76FF3AEC125722F0063D53B?OpenDocument&99&E&. His most compelling presentation is a 2007 powerpoint entitled "The Personalised Newspaper." If you would like to have a copy, email me at pvandevanter@medianewsgroup.com and I would be glad to email you the file.

Watching with bated breath

The Detroit changes have so much fodder for analysis. Today's word about the 30,000 e-editions is similar to what we are finding at many MediaNews Group newspapers -- people are beginning to pay and use e-editions in greater numbers.

Kindle super-sized

For those of us who love to read on the kindle: http://www.pcworld.com/article/164277/possible_jumbo_kindle_coming_wednesday_print_media_savior.html

The old state of the state

Or the state of the old state. A fascinating research report of the depressive kind. One small upbeat excerpt:"Newspaper publishers are looking to find new advertisers by devising niche publications that cater to individual interests." This from the National Press Club's Journalism at a Juncture.

Raise a glass

Let's raise a glass to print: http://www.wan-press.org/article18113.html