The San Diego Union-Tribune Introduces Social
Networking and Citizen Journalism Tool
New Social Networking, Citizen Journalism and Reverse Publishing
Opportunities for Users
SAN DIEGO (Business Wire EON) April 22, 2008 --
As user-generated content and social
media continue to grow in prevalence and influence, The San Diego
Union-Tribune is taking the term “citizen
journalism” to a new level in San Diego with
the introduction of sdBackyard.com.
The online platform is a free consumer site that combines the best of
social networking tools, including the ability to create user profiles
and connect with online “friends,”
community members and groups,
with features such as the ability to upload stories,
photos, videos
and blogs
- all with an emphasis on hyper-local content, some of which will be
reverse-published in community-based publications. Users will also be
able to find, rate and review stories, content and businesses.
“sdBackyard.com
embraces the growing trends of user-generated content, social
networking, citizen journalism and social media by giving users the
tools to create and share content online, with the added benefit of
reverse publishing some content into a print product,”
said George Bonaros, marketing director for the Union-Tribune.
"It's the best of both worlds and utilizes our expertise in publishing,
while demonstrating our evolution from a newspaper company into a multimedia
company.”
Bonaros also said consumers have an ever-increasing demand for social
networking, social media and hyper-local content. Because of the demand
for hyper-local content, the site asks users to register according to
geographic location within the county. This information is used to offer
stories, groups, businesses and more that are tailored to the user's
location. At any time, users can also search for content from other
areas of the county.
“The unique geographic targeting allows small
businesses, nonprofit organizations, clubs and other community groups
opportunities to promote themselves in print and online,”
said Bonaros. “From the local Little League to
PTAs, Kiwanis Clubs, library reading programs and more, sdBackyard.com –
through the use of consumer-generated media tools that also provide
social networking value – is an interactive
venue for branding and exposure, and to promote local events from bake
sales and car washes to fundraisers and galas.”
Weekly print publications, built off the user-generated content created
and the online social networking tools, will be distributed on Fridays
through a combination of home-delivery, packaged with the
Union-Tribune, and free distribution at select retail outlets. The
first print zone (consisting of Rancho Bernardo, Rancho Penasquitos,
Poway and Scripps Ranch) will be launched in June, with the launch of
two additional print zones toward the end of 2008. Additional print
zones may be launched at any time, pending the amount of content
generated and interest received within specific communities.
The Union-Tribune Publishing Co., established in 1868, is San Diego
County's leading local media company, with products reaching more than
60 percent of all San Diegans each week. The San Diego Union-Tribune,
serving San Diego County, has Late Week circulation of 333,917, with
more than 759,000 readers; Sunday circulation is 394,248, with
readership of more than 935,000. The newspaper's Web site, SignOnSanDiego.com,
is the leading online source for local news, entertainment information
and classifieds in San Diego, with more than 35 million page views and
2.5 million unique users in a typical month. Other products include Enlace,
the weekly Spanish-language news publication with the largest
distribution in San Diego County, and Today's
Local News, which distributes more than 70,000 copies in north
San Diego County.
Keyword Tags: adult social networking, citizen journalism, list
of social networking sites, list of social networking websites, media
company, multimedia company, newspaper companies, newspaper industry,
online social networking, social media, social networking, social
networking sites
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