Printed blogs being tested in USA

In a recent blog, I outlined why Exchange & Mart had decided to end print publication & focus online. Here is an example of a US company doing the opposite. The Printed Blog claims to be 'the world's first daily newspaper comprised entirely of blogs and other user-generated web content'.

It aims to publish 'highly localised' editions twice a day and is on beta test in various US cities. The 3 to 4 page publications will be free and advertiser funded. Blogging contributors will get a share of the ad revenue.

Why would anyone read it?

I suspect that many of their target audience will have iPhones and similar devices which can access their preferred blogs and website content at home, in the office or when they are on the move. This means that they could access significantly more content then available in a 3 or 4 page publication. However, it appears to offer some potential benefits:-

• it could aggregate the 'best bits' of the web for specific communities, introducing new and interesting stuff that the reader is not aware of
• reading a paper is still easier and more pleasurable than reading a small screen
• if successful, it could become a brand label that says something about you, similar to the newspaper you read, the car you drive, the beer you drink

Will it be here in 12 months time?

Given, it is free the only barrier as to whether people will pick it up and read it is the content. If it's good they will. The key issue is whether the ad revenue covers the costs of content, publishing & distribution. Unlike online models, as circulation increases, so do print & distribution costs.

Advertisers do not have unlimited budgets, so a dollar spent here will have to be taken from another advertising opportunity. Advertiser have never had so many ways to invest their ad budget. Smart marketers will choose activities that deliver the best marketing results for the money. 

So the key success factor will be how well it meets advertiser marketing objectives.

Remember...web marketing is about solving customers' problems profitably.

Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.