Way back in September, I discussed The Bakersfield Californian’s evaluation of printed versions of its Bakersfield Voice and Bakotopia products, and our commitment to niche local websites and community journalism. At that time, deep in the recession, we were reviewing the performance of those products, something smart companies do in tough economic times.
We have since made changes to both products that increase advertising revenue and reduce costs in ways we hope will position them for success now and down the road. Bakersfield Voice will relaunch Sunday with a new print design and strategy, while we recently put the biweekly Bakotopia print magazine on hold after two years. We will continue to operate the websites for each brand and are working on other tools to increase their reach in our community.
Bakersfield Voice
The printed version of Bakersfield Voice has a new look that will debut Sunday and will be delivered weekly to 146,295 households in the Bakersfield area. The Voice will be delivered to non-subscribers of The Californian, and for the first time, on the east side of Bakersfield.
The Voice initially was created to serve the fast-growing northwest portion of Bakersfield (hence its initial name, Northwest Voice), but a year ago was merged with its sister publication Southwest Voice and renamed Bakersfield Voice to better reflect its readership.
While the different incarnations of the Voices had enjoyed good readership, we struggled to maintain initial advertising success and keep the hyperlocal ads that had not been a part of the daily Californian. We tried different pricing, packaging and distribution, but couldn’t find a formula for profitability.
;)
The new Bakersfield Voice is printed on a 54-inch web and on thick stockBy dramatically increasing our circulation and using Bakersfield Voice as a “jacket” for preprint advertisements, we believe we’re better positioned than ever to ensure the Voice's success in increasing advertising, readership and engagement with our community.
The new distribution more than doubles Bakersfield Voice's previous circulation, and is nearly six times that of Northwest Voice at its peak. We’re hoping that increased print distribution will increase activity on BakersfieldVoice.com as a central location for hyperlocal user-submitted news throughout our market.
The look of the printed Voice is changing too. A 54-inch broadsheet has replaced the long-standing tab format, and we’ve placed a greater emphasis on long-term advertising contracts with local retailers (with a strong focus on coupons) and national preprint advertisers that we think will ensure profitability. News content remains 100% user submitted through BakersfieldVoice.com, but in order to control newsprint costs and gain profitability, we’re limiting content – at least initially -- to 25% of newshole. Stories in Sunday's edition include staples like pets, school activities and local arts.
The Voice will be a work in progress moving forward, but we’re excited about the prospects.
(Disclosure: My wife is a Voice contractor, coordinating content for publication).
Bakotopia
The second niche product undergoing changes is Bakotopia.com, an edgy alternative to The Californian that launched five years ago as a competitor to Craigslist, and which later evolved into a local social network centered around local arts and music. ;)
Bakotopia magazine's last issue before going into hibernation. The dress is comprised of issues of Bakotopia magazineTwo years ago, we spun off a biweekly print magazine titled Bakotopia featuring a mix of staff and user-submitted content from the website. The magazine (here's an e-edition sample) generated new revenue from mostly small advertisers -- with occasional full page ads from national companies -- and brought us readers who wouldn't touch The Californian. Despite those positives, we were unable to cover our costs.
The recession sapped our ability to absorb those losses, so in late December, we put the magazine version of Bakotopia on hold, with hopes of returning when the economy rebounds and we can rebuild the ad base.
Matt Munoz, the longtime face of Bakotopia in print and online, has since focused his time on feeding the website, coordinating sponsored events and launching a new weekly “Bakotopia Radio” show on local rock station KRAB. It’s proof that Bakotopia is evolving but full of more life than ever.
In the coming weeks and months, we’re planning to migrate Bakotopia.com onto a Drupal platform, launch a cool and long overdue website redesign and create a new digital version of the magazine using our home-grown Printcasting tools. We're also tossing around ideas on how to weave some Bakotopia content into The Californian.
Stay tuned.