A community in conversation with itself. Bluffton.
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Transcript of A community in conversation with itself. Bluffton.
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A community in conversation with
itself
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Bluffton
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“Community in conversation”
Hyperlocal focus
Short, pithy, fun –
like a commuter paper
Introduce people to
each other and to the
things that make
Bluffton special
Not like the
competition
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2+2=5 Everyone gets a free paper (17,500;
98.9 percent of households “regularly receive” BT)
Everyone gets a free blog Use the paper to drive people to the
Web site; use the Web site to drive content in the paper
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Do you or some member of your household read any portion of Bluffton Today?
Readership estimates
72%
24%
2%
2%
Certified Audit of Circulations, Inc.155 Willowbrook BoulevardWayne, NJ 07470
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Where’s the conversation?
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BlufftonToday.com Web site performance
8,000 registered users 13,400 blog items posted 600,000 page views 68,000 unique visitors
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BlufftonToday.com Web site reach
65% of visitors return more than once per day
10 minutes spent per visit; 25% spend 1 hour or more per visit
Each household visits 6.8 times per month
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Page views
Growth since launch - page views doubled in less than one year
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When people go online
Consistent visits throughout the day
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How we use blogs Users advise each other Reporters post breaking news Take story ideas from people Print insightful blogs in Bluffton Today
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Readers to each other Break news, warn others
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Reporters to readers Newsroom can post breaking news
stories before the paper can get the word out
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Is it journalism? Readers give us story ideas
When they do, we jump on the story.
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Whoa, we can use this We started seeding the blogs.
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Getting choosy Now we can really make Best of the Web the best of the Web.
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Reporters’ jobs are safe Much of our blogging is chitchat and
speculation; only rarely do our bloggers research their opinions…
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Reporters’ jobs are safe, II …or their facts
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We spell relief B-L-O-G Editors of truly local papers can’t
rely on wire services to bail them out
Blog content isn’t as pithy as wire, but at least it’s local
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Why we think it works Takes readers seriously Connects directly Short ’n’ sweet Deeply involved with the
community
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Community Involvement Works
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Community Focus Works Local editorial cartoons
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Community Participation Works Go Seek / Find Fang contests
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Community Participation Works User submitted photos
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Community Participation Works Vox
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Lessons Learned Understand time commitment Use a ‘Blog Wrangler’ Don’t try to predict passions or
problems Set the tone Fluffiness is in the eye of the
beholder