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7 th International Symposium on Online Journalism University of Texas, Austin April 7, 2006

7 th International Symposium on Online Journalism University of Texas, Austin April 7, 2006. Barbara Bry, Founding Editor Voice of San Diego (bbry@blackbirdv.com) www.voiceofsandiego.org. Why was Voice started?. San Diego in 2004: a city in crisis

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7 th International Symposium on Online Journalism University of Texas, Austin April 7, 2006

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  1. 7th International Symposium on Online JournalismUniversity of Texas, AustinApril 7, 2006 Barbara Bry, Founding Editor Voice of San Diego (bbry@blackbirdv.com) www.voiceofsandiego.org

  2. Why was Voice started? • San Diego in 2004: a city in crisis • Buzz Woolley, a retired venture capitalist-philanthropist, asks: Where is/was the media? • Neil Morgan, renowned newspaper editor and columnist, leaves the San DiegoUnion-Tribune after more than 50 years

  3. Early History • Buzz and Neil bring me on board. I start full-time in October 2004. • Buzz provides $350,000 in start-up funding. • Web site design-backend development starts • Initial paid staff hired and starts in January 2005 • Initial Contributing Voices recruited • Launch is February 2005

  4. Mission Statement • To consistently deliver ground-breaking journalism for the San Diego region. • To increase civic participation by giving citizens the knowledge and in-depth analysis necessary to become advocates for good government and social progress. • Independent and insightful • Local news and commentary

  5. Organization Structure • Non-profit (501c3) with board of directors • Paid journalists (five FTEs) including editor, 2 fulltime reporters, ½ time education writer, assistant editor-web, part-time office manager. Staff has grown since then to nine FTEs including marketing director and office manager. Currently led by two co-executive editors who also write. • Volunteers: Contributing Voices and Guest Columnists representing diverse view points • Content: combination of reporting and analysis • Only on the Internet

  6. Initial Challenges • Determine initial focus: city government and K-12 education • Recruit paid staff to something that doesn’t exist • Recruit volunteer writers to something that doesn’t exist • Establish credibility • Attract readers

  7. Early Decisions • No blogs at the beginning: concern over control and credibility; they have been added but aren’t really interactive. • All content is edited. • 99% of letters to the editor are published; this section is similar to an interactive forum. • Both points of view on a controversial topic • Kintera content management system: pluses and minuses. Voice is changing to TownNews.

  8. Surprises • Amount of free content but!! It took lots of time to identify, recruit, edit and work with guest columnists • Positive response from “influentials” • Positive response from the general community • I worked seven days a week as both the editor and CEO

  9. Marketing • Word of mouth • Contributing voices and guest columnists and their contact lists • TV and radio appearances • Articles in local publications • Articles in national publications • Speaking to community groups • Letting other web sites use our content with links back to Voice • Voice will be doing radio advertising on local radio stations

  10. Who are the readers? • Half over 40; half under 40 • 2/3 in the city of San Diego • Influential • Goal is to reach a younger audience

  11. Accomplishments • 1st to take City Attorney Mike Aguirre seriously on allegations of civil securities fraud • 1st to write about lack of leadership at San Diego City Hall before the resignation of Mayor Dick Murphy • 1st to analyze the pros and cons of Chapter 9 bankruptcy for the city of San Diego • 1st to publish an in-depth series on charter schools • 1st to publish an in-depth series on pension fund issues at the county of San Diego • 1st to write about San Diego as a “cheap” city in terms of taxes per capita • “Best Overall News Site” award from the San Diego Press Club

  12. Budget and Revenue Sources • First year budget was about $500,000 • Current annual budget is about $650,000 • Revenue sources: similar to NPR-PBS model: • Individual memberships starting at $35 per year • Large individual donors: $1,000 and up • Corporate sponsorships • Foundations

  13. Challenges • Continue to increase readership. • Decide where else to focus: initial focus on city government and K-12 education has expanded to housing, the border and environment, and a little more on arts and culture. • Add more interactivity with readers. • Maintain editorial quality; continue to stay relevant; cover what the rest of the media isn’t. • Generate revenues to insure long-term survival.

  14. Lessons Learned • Importance of recruiting and managing volunteer writers • Importance of a large number of community stakeholders • Time consuming and labor intensive

  15. My Next Chapter • An iRadio-podcast program about entrepreneurship and taking control of your life • Jon Stewart meets Jim Collins (author of “Good to Great”) • Incorporating citizen journalism concepts: • The Baby Blog • Asking listeners to submit story ideas and podcasts • Inviting entrepreneurs to “pitch” their ideas on the show www.imthereforyoubaby.com

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