NPR’s On the Media ran a feature recently on entrepreneur Joshua Karp’s new startup the Printed Blog (TPB), a web aggregator that takes the best online content and… puts it on paper. Karp plans to print TPB twice a day and hand it out for free in major urban outlets. Content and advertising will be localized, and readers can go online to discuss and recommend articles and content they would like to see.
The timing of the announcement coming, as it does, close on the heels of the Atlantic Monthly’s (hopefully) exaggerated reports of the NYT’s demise seemed almost comical. My initial reaction was to check the calendar. Having confirmed that it wasn’t April, I became incredulous, made snarky comments to the radio, and finally accepted the idea.
Although at first glance Karp’s project seems endearingly quixotic, it does have one thing going for it: depending on how the content is selected, it could be an excellent tool for encouraging the development of a sense of physical community. Although the web has successfully connected people with similar interests, it hasn’t done the same for people with similar addresses. TBP could be a great tool for making highly visible, localized announcements. Having a block party? Print an ad in TBP’s morning edition. Canceled because of rain? An announcement in the evening edition will come out just in time to catch commuters on their way home. If done in the right way, TBP has the potential to provide a legitimate and much needed public service. Not to mention it will be a great way to expose less web savvy members of the community to some of the fantastic writing that’s being done on blogs today.
On the downside, it will have to overcome several major obstacles. First, iPhones and similar technology have already made the web portable. I assume the target demographic is web savvy young professionals between the ages of 22-30, a hunch confirmed by the web site’s blog (yes, they have a blog). This is precisely the group that is most likely to already have the Internet in their pocket, delivering their favorite blogs to them at the speed of inanity. TPB might introduce them to new content, but isn’t that what Digg and Delicious are for? And as for the reader suggested content… If the readers don’t access blogs offline, what makes Karp think they’ll log on to share their opinion? To make matters worse, the people for whom this service would be most useful, those without the means or knowledge to use computers, won’t be able to vote. A mismatch between the content and the audience seems inevitable.
The second issue is cost. Karp estimates that his initial venture will cost $15,000. He anticipates selling ads for $25 apiece, meaning he’ll have to sell 600 to cover his overhead. Because the publication is intended to be “hyper-localized,” I assume he’s going to be targeting local businesses for ad revenue. I’m not sure how many of them will shell out that kind of money for a daily ad, but as a point of comparison, Google ads are free as long as no one clicks on them (and very cheap even then), run indefinitely, and are guaranteed to reach your target audience, regardless of their geographic location (a concern if you’re trying to advertise to tourists). Hard to beat that deal. And besides, isn’t the lack of willing advertisers print media’s biggest problem? I’d love to have seen Karp pitch that business model to potential investors. Granted, local free papers, like the San Francisco Guardian, seem to be doing well.
The experiment begins on January 27th in Chicago and San Francisco, but if successful I suppose the model can be easily rolled out at minimal cost nationwide. Although, I’m still skeptical, The Millions never turns down free publicity. Why don’t you suggest they include us in their first issue?