In Chicago and San Francisco, The Printed Blog was launched; it is the world's first daily newspaper comprised entirely of blogs and other user-generated content. The content can be localised to a neighborhood level, a key point raised in a Richard Bagnall blog post. For advertisers, this 'hyperlocal' marketing provides more relevant propositions and cost savings than city-wide and regional newspapers. According to founder Joshua Karp, Chicago could support up to 100 local editions, which benefits the advertisers as well as the readers. He notes in an interview:
"Instead of having one paper where the ads cost $20,000 or more, [we'll have] hundreds of local editions where the ads cost $18... why should you spend thousands of dollars and advertise for an entire city when you can spend tens of dollars and target the specific people who are most likely to buy your product," he said.
Will this web-to-print approach prove itself? Will social media migrate further into newspapers? How might this shift PR planning? Will a web-to-print blog work?
All of us at Metrica welcome your thoughts.
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