While not as sexy as location-aware mobile apps or augmented reality, newsletters continue to prove their staying power in the local marketplace. And, if one entrepreneur has his way, they will make an even bigger impact in the near future.
Dan Pacheco, one of the drivers that steered the Bakersfield Californian to become one of the most innovative newspapers in the U.S. during the past decade, has been building a self-serve, print-on-demand newsletter software platform called Printcasting. Funded by the Knight News Challenge to the tune of $837,000 from, the goal is to allow anyone to create their own newsletter by selecting a pre-made template and feeding content through RSS. There is even a self-service ad component so a publisher can sell local ads and generate revenue.
Pacheco announced the completion of a new version of Printcasting this week. And while sales and partnerships have been slow thus far – MediaNewsGroup signed on over the summer – he is confident that new features and better technology will help the concept grow.
“I continue to be a believer in the idea of ‘democratizing’ print ad publishing,” Pacheco says, “but it will take more time to get the features just right, and attract interest from time and cash-starved businesses.”
Meanwhile, in Jacksonville, Fla., newsletters are already proving to be popular with local advertisers. The Florida Times-Union publishes “Living Newsletters” at no cost to the specific housing communities it targets in the Jacksonville area. The newspaper bought a $640,000 printer to facilitate the program and will be adding its 10th and 11th communities by March, according to an article on the Inland Press website.
Can print make a comeback with local, niche newsletters at a time when general-audience newspapers are cutting back? It’s worth a look for local media companies who are trying to fill in some gaps and attract a hyperlocal audience.