Publishing Strategies Publishing International 29
NEW TECHNOLOGIES FOR LOCAL CONTENT
Location, location, location
Publishers are looking for ways to get closer to the local reader.
The trend is called microzoning, and it promises to help newspaper
publishers make use of their local competence and of new technolo-
gies. The question for the publishers is whether these microzoning
initiatives have to be online or if they can be used in print as well.
Two interesting projects are on the way – one online only, the second
in print and online.
The German publisher Westdeutsche Allgemeine Zeitung is starting
a new website called
www.derwesten.de that will provide localized
service. When a user enters his or her home address, news, other The Chicago Tribune’s microzoning
users, events, and advertising clients will be shown on a map around initiative:
www.triblocal.com
the address. Other online users can be contacted directly. The WAZ
calls this service ‘Geotagging’ and hopes to set a new standard for
localized services.
A combination between online and print is being offered by the Tribune cooperates with Kodak and uses their Microzone Publishing
Chicago Tribune with Triblocal (www.triblocal.com): The community Solution. The two editions of Triblocal newspapers currently produced
web portals are designed to reach highly localized advertisers and with the KODAK Microzone Publishing Solution range from 16 – 32 pages
readers, include local citizens’ contributions, and possibly support each week. Advertisers have enthusiastically greeted the product,
community newspapers. Several portals were launched this year, and exceeding expectations for commitments to the weekly print editions
two weeklies are now published using reader-supplied content. Triblocal during the rollout phase. Until now, short-run digital printing had
will expand into more communities this year according to Chicago mainly been used to address readers in remote locations.
Tribune Publishing Group President Scott C. Smith. For this project, the presstrends
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