It’s Time to Teach Innovation

One of the great things about being an entrepreneur is its inherent unpredictability. While nerve-racking at times, the very fact that you don’t know exactly how things will unfold is precisely what makes it interesting and exciting. Every day is a new discovery.

Today is one of those moments as I announce something that is a direct result of over 18 years of digital innovation and entrepreneurship, but which I never saw coming. I’ve been offered the Chair in Journalism Innovation at the S.I. Newhouse school at Syracuse University — one of the top 10 journalism schools in the country — and I just accepted.

In this role, which is endowed by Newhouse alum and newspaper owner Peter A. Horvitz, I will teach new courses that “explore the intersection of journalism and technology” and “work collaboratively to develop new content models and new forms of storytelling” (from the original job posting).

I will also be a professor of practice, a unique designation at S.U. that allows professionals with unique practical experience to bring that into the university without all of the traditional requirements of academic professors. The assumption for a professor of practice is that your experience is tangential to that of a Masters or Ph.D., while still allowing you to work alongside and learn from colleagues who focus more on research.  The two types of professors work closely with each other at Newhouse, which is partly what attracted me to the school compared to other universities that offer only academic paths.

Another thing that’s unique about this position is that just as with Google employees, it gives me 20% time to work on other projects in the field. In this capacity I will continue to run my BookBrewer startup, which I’m happy to say is gaining traction with journalists and news organizations, so it’s a good fit for my new role at Newhouse. I will talk more at a later date about how BookBrewer will change, but in a nutshell you can expect it to focus even more on news and information.

I’m deeply honored to accept this job and can’t wait to start teaching my first course in August. I hope to help aspiring young journalists get a leg up on the disruptive “digital now” long before they graduate, and in so doing bring about a new golden age for journalism.

When I look back on my college education I know I would have been able to run even faster after graduation if I’d had some hands-on experience with digital tools — most of which didn’t exist then. But when you look at the pace of change today, where a company like Facebook can take over our lives in the space of 5 years, you can expect everything to change in the blink of an eye — especially in media and journalism. Teaching students how to innovate will be essential to their survival.

I also see this as an opportunity to help students understand and hopefully avoid what Clayton Christensen called The Innovator’s Dilemma. I’ve lived it, and it’s not fun!

Let me explain. Nearly 18 years ago I started my career as a journalist right as the consumer Internet was born through what eventually became the Netscape Web browser. After just one year of serving as a feature writer at The Denver Post, I found myself leaving print behind forever to embrace a bold new future for journalism on the launch team of Digital Ink, which we quickly relaunched as Washingtonpost.com.

A few years later I left the Post for America Online along with a band of others feeling confident in the bright digital future for journalism, feeling we’d gotten it off to a good start. And then something terribly sad happened, or rather didn’t happen. The Post, along with most newspaper companies, failed to innovate in the most important area of all: its core business model. Everything was and still is based on print advertising even as print subscribership plummeted, and the result is a shrinking workforce and weakened brand.

I then learned that disruption was about more than just replacing print with ones and zeroes. I saw it happen again after six years at the purely-digital AOL, which went from being Wall Street’s Internet darling to it pariah. The reason was the same: failure of the organization to innovate and adapt to change as people moved from dial-up to broadband Internet. I can tell you as an insider that this was not from lack of trying. Rather, it was because AOL’s bread and butter business model held the organization back from making hard decisions.

When I saw it happen a third time with The Bakersfield Californian, I started to see this as an inevitable pattern of creative destruction that plagues all industries. During an intense 6-year period, I and a small group of people on a New Products team pushed the envelope of how a local newspaper could serve its audience and advertisers online, bringing all kinds of new ideas like social networking and citizen journalism into the newspaper industry. In that time our social networks and associated print products increased the total audience the Californian reached by 100,000 new people, all in a town of just 300,000. But despite our success in growing new audiences, many of these initiatives ceased or were pared back when the real estate collapse of 2007 and subsequent global recession robbed the paper of revenues it had set aside for innovation.

Lest you think this post is about blaming past employers (it’s not — I respect all of those places), I can also point squarely at myself. Even after getting an $837,000 Knight News Challenge grant to build Printcasting, a new way of creating local print publications, I and my team were unable to innovate around that particular model after our funding ended. We didn’t stop, and instead used our own funds to morph the product into the BookBrewer eBook service. After two years BookBrewer is showing promise with journalists and news organizations such as The Denver Post and Atlanta Journal-Constitution, who are using it to sell collections of stories as eBooks.

I will be the first to say that my resumé looks frenetic or, as one hiring manager once said, that I’ve taken my own path. But from another perspective, if you look at my story you can see the common threads that are independent of any one company or initiative. This is true of every innovator I’ve had the privilege of meeting over the years. The ability to embrace constant change as the norm — even when it means completely shutting something down and launching something else that’s better thanks to past mistakes — is the key to innovation. This is what I most hope to impart to Newhouse students.

But don’t be fooled. Innovation and entrepreneurship are hard, and the odds are stacked against you.

When put that way, you may be tempted to think “to hell with innovation – it’s too risky!” And that’s true about the risk. But what I have also learned is that you never know where your innovation ends and someone else’s begins. It’s the tapestry of innovation that is most important, and we need to see more of that in the journalism field.

I received my biggest lesson around this in 2007 when I was invited to talk about innovation at a Grupo de Diarios América (GDA) summit in San Jose, Costa Rica. During my presentation I talked about Bakotopia.com, the youth-centric social network and brand I started for The Bakersfield Californian, which I’m happy to say is still running strong. This was one of the first social networking experiments at a newspaper. Launched in 2004, it even predated the modern Facebook, which was still only accessible to college students at that time.

After I finished a big-eyed Brazilian journalist rushed up to me and said, “Oh my God, I can’t believe you’re the Bakotopia guy! We love Bakotopia!” He then explained how his newspaper, Zero Hora, in Porto Alegre, Brazil had been so inspired by Bakotopia that it created its own version focused on youth soccer. The idea that one little experiment in the central valley of California could inspire a parallel product on another continent was amazing to me.

This happened again a year later when the publisher of El Nuevo Día in Puerto Rico approached me at a conference saying that The Bakersfield Californian’s new products had been an inspiration for them. This was particularly gratifying because my grandmother read that paper every day from her home in Puerto Nuevo, Puerto Rico.

I continue to encounter people like this who were inspired by something innovative that I did in the past, and I know that the path doesn’t end with me. Their inspiring projects also serve as the models for others. In this way, every journalism innovator – or Journovator as I call them – serves as something like a neuron in what my old colleague Tim Repsher calls “a dreaming brain” that is constantly reimagining the future of journalism.

But if I could change one thing for future journalism innovators, it would be to lower the risk of failure, which can only happen through practice and experience.

Effective innovation is now a  matter of survival, and that’s more true in journalism than in any other field. In 2010 alone more than 1,000 journalists lost their jobs, according to Pew. At the same time, enrollment in journalism schools across the country has been higher than ever. This is a good thing, but not if those students are getting trained for industries that are dying or dead. Just like any digital startup, they need to be trained to think outside the box with content and revenue, and to understand not just how their products will inform communities of interest, but how they will pay for themselves.

So how do you teach the skills needed to be an innovator? I don’t have a pat answer to that, and to be honest I think the approach itself will require constant experimentation and innovation before we know how. But I do know how I learned it: by doing it. The process of trying, failing, trying again, getting some things right, getting other things wrong, failing and getting back up is the real-life school of innovation. There’s no better time to start that process than in college, when the stakes are far lower than when you have a house, possibly a spouse, kids and a dog.

I’ve taught a lot of seminars over the years, including some with “journalism innovation” in the title, but I know this will be a new role for me. I’m looking forward to learning how to teach. Most of all, I’m looking forward to shepherding a new class of journalism innovators who will teach me by all the cool stuff they will dream up.

Death or Transformation? It’s a Matter of Perspective.

It’s always interesting to get a Google alert about how something you worked on is getting killed  — especially when it’s not.

That happened yesterday when I got an alert about a story on PaidContent.org claiming that The Bakersfield Californian is shutting down its community web sites, including Bakotopia.com and The Bakersfield Voice. This was news to me, and it didn’t jibe with what I’d heard during a trip to Bakersfield a week ago. And after about 15 minutes of internal reporting I learned that it was not only inaccurate, but the exact opposite of the truth.

Just to be crystal clear, those sites and brands are not being killed, but they may be transformed in response to accelerated change.

For background: I got many of those sites off the ground starting in 2004. While I gave up management of them when I started working on Printcasting, I always feel emotionally attached to them and want to see them succeed.

It turns out that the report was based on a misinterpretation of what another Californian VP told the AIM Group. I sent the link to Logan Molen, my current boss who is also a  senior VP and COO at the Californian. Here’s what he posted on his blog last night:

… Both Bakotopia.com and BakersfieldVoice.com remain at the core of a strategy we’re set to launch in the coming weeks and months that will truly – and finally — leverage the collective power of our local network of community sites and social connections.

But he also said that they are evaluating the return on investment of the associated print editions for those brands:

In deep recessions, any smart business would evaluate whether it makes sense to continue funding money-losing products, no matter the reputation. That’s why the print versions of fabled publications like Portfolio, Sporting News, TV Guide, Newsweek and others have either been shuttered or scaled back this past year.

The important thing to note there is that they’re evaluating the print editions, but no decisions have been made about them yet. And even if they were to stop printing weekly or bi-weekly magazines featuring the best content from those sites, the investment in the brands and online communities that define them remains intact.

Also, I’d like to point out that any decisions about those biweekly print editions have no bearing on what we’re doing with Printcasting, which is a “bottom-up” niche publishing engine. We’re focusing more than ever on promoting and integrating Printcasting in the Californian’s sites.

Ironically, just before I saw that PaidContent post, I’d set up a Printcast that features the latest music and movie reviews posted on Bakotopia. It’s called Bakotopia Spotlight and it may soon be promoted on the Bakotopia.com home page. You can see it here:

And earlier yesterday, we added this standing Printcasting widget to the Bakersfield.com home page:

Printcasting widget on Bakersfield.com home page.

We’re working on other local promotions for Printcasting for advertisers that will go out in the next couple weeks.

The larger lesson here is about semantics, and how different people interpret rapid change. To some, big changes are always seen as a move away from one thing and toward another, and to them that means death. In the last year, the chorus of people who talk about newspapers dying has reached shrill proportions. Their argument is overly simplistic: that people are dropping print products and moving to the Web. You can see that mentality expressed here by Paid Content, which confused a statement about two print editions possibly ending with the idea that the Web sites are being “shuttered.”

But there’s another, more accurate and much more positive way to look at this. The way the Californian delivers content from these niche brands is transforming in the heat of rapid external change.

I personally think that the concept of Printcasting makes more sense than ever in this economy. For example, if it turns out that it’s too expensive to print copies of a Bakotopia niche magazine for everyone to read (and that is a big IF), a series of Bakotopia Printcasts can be made available online with little to no ongoing effort. People could subscribe to them and print them at home, and the Bakotopia editors could still print a few hundred copies — versus a few thousand — to make available at local establishments and hand out at local events.

That’s not death, it’s metamorphosis. Let’s stop confusing the two.

Georgia AP seminar presentations

I spoke last week at a Georgia Associated Press seminar, on the invitation of Augusta Chronicle managing editor Elizabeth Adams (a belated thanks to Elizabeth for helping organize a great lineup, and for all of her hospitality!)

Some of the attendees expressed an interest in reading my presentations in more detail, so I’ve uploaded them to this site. You can read them via the following two links:

• Social Media: Letting the audience speak for itself.

• Street Cred: Using print and “terrestrial marketing” to drive audience and revenue.

The first is the same old stuff I’ve been talking about for three years, but updated with more recent info. It’s all good, but nothing new if you read my blog regularly or have heard me or other Californian employees speak.

The second is all new. It addresses a lot of questions that people are increasingly asking us. Namely:

• How to grow local audience online, and how local “street level” marketing fits in.
• How we marketed Bakotopia.com at launch and how that’s changed over time. (There’s a more personal back-story to that — if you want to know just ask me sometime!)
• The Bakotopia print edition.
• How print circulation is increasing with niche products even as it decreases with general interest products.
• The importance of branding and brand identity.
• How niche brands can span delivery mechanisms (print, online, CDs, mobile, etc.)

Speaking of print, our licensing arm Participata.com is now providing some sample print editions for two of the Bakomatic-powered brands here:
http://participata.com/printeditions.html

That includes some sample editions Bakotopia magazine. I encourage anyone with an interest in Bakotopia to check out the magazine, because it really shows how social networking drives print pickups and vice-versa. If MySpace had local magazines all over the country, they would look like this.

bakersfield, bakomatic, bakotopia, georgia associated press, participata

Vote Bakotopian band "Soulajar" into the House of Blues

The Bakersfield band Soulajar has been a longtime user and supporter of Bakotopia.com. During the holidays, they even posted a holiday video on YouTube telling their fans to go to Bakotopia to hear music from their new album before its release.

Now, Soulajar is a finalist in a Starbucks Hear Music contest that could land them a performance in the House of Blues! This is a great opportunity to help a valued member of the Bakotopian community. Click here to listen to their music and cast your vote.

Technorati Tags: SOULAJAR, Bakotopia, Bakersfield

Bakotopia’s Print Magazine

It seems like every other week someone else in the news industry is predicting the death of print as online audiences grow — sometimes even using the growth in online communities as evidence.

As the creator of many online communities, I’ve always found this odd. It’s not print in particular that is going away, but rather the way in which we use print — and other portable mediums — to engage audiences and advertisers. We may think of our products in terms of their delivery buckets, but the consumers and advertisers who use them think of them as brands. They respond well when those brands cater themselves to the audience — regardless of the medium.

Nowhere is this more evident than with the two-year-old Bakotopia.com community site, which recently debuted a CD and print magazine.

Bakotopia started in 2005 as an online community for the young, hip, and young-and-hip-at-heart of Bakersfield, California. Its initial purpose was to help “young” people of Bakersfield meet, hook up, sell stuff, buy stuff, vent and much more. I started and ran that community for the first year, then passed it on to Matt Munoz, who has succeeded in making Bakotopia a household name among its target audience.

As a result, Bakotopia as a brand has evolved into the defacto hub of the hopping Bakersfield music scene. On the web site there are more than 500 songs by local artists — enough to justify creation of the Bakotopia Compilation CD in March, which features 16 local bands. (You can buy the CD for $5 through Paypal. See the ad on the Bakotopia.com home page for details).

Over time, the community kept asking when we’d create a print magazine, and other ways to take Bakotopia with them wherever they go. That’s how the biweekly Bakotopia print edition was born.

This is no small operation. Every other Thursday, 10,000 copies are delivered to 150 locations throughout Bakersfield, including music stores, coffee shops, alternative clothing stores, skate shops, nights spots and college campuses. And its pages are full of affordable ads from many of those same establishments.

The best way to describe the magazine is what MySpace may do if it produced a magazine, but with a more local flavor. Within its pages, users find many of the same people they may have met on the Web site, along with expanded art, entertainment and downtown living features. Several pages are dedicated to showcasing excerpts from things people post on their user profiles, blogs and comments. But others offer exclusive interviews with people in the community — whether or not they’re members of Bakotopia. And in every case, the magazine refers to a keyword on the Web site to read the whole story.

The magazine also has advertising (as does the Web site — contrary to what people remember from our first year of operation). That’s not the only reason the print edition was created, but it’s a big one. It’s good to remember that while online audiences are growing, the people and businesses who use them all live in a very terrestrial world.

We have observed that the participatory Bakotopia.com drives virtual encounters that ultimately leads back to real-world interactions. And sometimes we fuel that by producing concerts and having a visible presence at local events. Layering a terrestrial print product onto a thriving virtual community will only increase overall audience interaction, and by focusing on the users, we believe we can create circular behaviors between the print and online products. That in turn will lead to even more audience growth, which will create opportunities for more advertising and maybe even new delivery mechanisms that fuel even more growth.

So is print dead? I don’t think so. If anything, terrestrial content delivery is thriving in Bakersfield — and the fastest growing segment is in niche communities. The Bakersfield Californian is very lucky to have realized this early on with The Northwest and Southwest Voices, Mas magazine, and now Bakotopia. Congratulations to Matt Munoz and the team at Mercado Nuevo for launching the Bakotopia Magazine!

Technorati Tags: bakotopia, bakomatic, newspapers