Participatory Media Tapping niche communities to grow audience. Dan Pacheco Senior Manager of Digital Products The Bakersfield Californian [email protected] / [email protected] The Bakersfield Californian. Independently owned for 140 years
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
A quote that sums it all up:
“… Traditional business models … are based on aggregating large passive audiences and holding them captive during advertising interruptions. In the new-media era, audiences will occasionally be large, but often small, and usually tiny. Instead of a few large capital-rich media giants competing with one another for these audiences, it will be small firms and individuals competing or, more often, collaborating. Some will be making money from the content they create; others will not and will not mind, because they have other motives.”
The Economist; April 20, 2006 print edition
Already, niche sites have increased company’s pageviews 20% in just one year! And we’re only just beginning …
Just the new product sites
12,000 daily pageviews (360,000 per month)
1,500 registered users regularly post & edit profiles
The users are the content! Note that profiles and “connecting” beat content in traffic hands down!
User profiles let people:
View Recent Profiles
(View Recent Interests)
Find people who share your vibe in just a few clicks. (Try it here)
Nice circular traffic that builds pageviews!
“Will you be my friend?”
Let the users market you by marketing themselves!
NW Voice Metrics: 7,000 – 10,000 pvs / day2,225 registered users
(SW Voice just launched)
First licensee in June!
Tehachapinews.com More interactive Web site for existing community weekly
Bakersfield.comUser registration system, profiles & blogs
Primary goal in years 1-2 was to build audiences. This year we’re focused on revenue.
“ … Content alone will fail. Content and distribution will fail. You have to have technology."