Die Tegernseer Stimme hat in diesem Monat bereits zum zweiten Mal ein gedrucktes Magazin rausgebracht. Das Magazin wird kostenlos in einer Auflage von 16.000 Stück an die Haushalte im Tegernseer Tal und an Verteilstellen (Rathäuser, Tankstellen, Einzelhandel, …) ausgegeben (Das Magazin gibt es hier als PDF).
Der Lokalblog regensburg-digital.de von Stefan Aigner, hat erst vor einigen Tagen zum dreijährigen Jubiläum eine kleine Printausgabe rausgegeben (PDF-Download). Und auch aus der Hauptstadt gibt es die erste Lokalblog-Zeitung. Die Prenzlauer Berg Nachrichten, von Philipp Schwörbel, hatten vor wenigen Tagen ihr 35.000 Stück starkes gedrucktes Debüt (produziert übrigens auf den Druckmaschinen eines großen Berliner Verlages). Bisher war das eine einmalige Sache aber Philipp schien nicht abgeneigt, das noch öfter zu machen.
Ein Thema, das immer mehr (hyper)lokale Blogger umtreibt:
Lohnt der Einstieg in das klassische Printbusiness?
Ich habe Peter Posztos von der Tegernseer Stimme ein paar Fragen zu dem Thema gestellt. Ich kenne Peter schon lange und bin Mitgründer der Tegernseer Stimme. Nur, damit es da keine Missverständnisse gibt. Ich kann mich aber schlecht selbst befragen und außerdem ist Peter der Macher vor Ort 
Hi Peter, was hat Dich dazu bewegt, als ursprünglich reines Onlineangebot, eine Printausgabe anzubieten?
Das ist eigentlich ganz einfach: Wir wollten Werbung für uns selbst machen und sehen dafür ein Magazin als am geeignetsten an. Wir machen Journalismus und den können wir nur mit Journalismus bewerben. Ein einfacher Flyer würde da nicht funktionieren und Anzeigen in den bestehenden Medien sind erstens zu teuer und zweitens aufgrund der Konkurrenzsituation auch unrealistisch. Außerdem finden wir über den klassischen Print den leichteren Zugang zu Werbekunden.Wie läuft das finanziell? Zahlst Du für das Magazin drauf oder rechnet sich das?
Draufzahlen tun wir nicht. Rechnen tut es sich aber auch noch nicht. Das ist zur Zeit noch ein ziemliches Nullsummenspiel. Die Kosten, die durch das Magazin entstehen sind gedeckt: Druckkosten, Vertriebskosten, Kosten für freie Mitarbeiter, Grafik und Satz. Wenn ich meine eigene Zeit mit einrechne, bleibt aber nichts übrig. Die Akquise von Anzeigenkunde ist ein hartes Geschäft. Im Gegenzug erreichen wir aber eine viel größere Relevanz in unserem Einzugsgebiet.Bei Euch im Tegernseer Tal ist auch der Münchner Merkur mit der Tegernseer Zeitung vertreten. Wie ist da das Verhältnis? Nehmen die die Tegernseer Stimme überhaupt wahr oder seid ihr da noch unter deren Radar?
Wahrnehmen tun die uns auf jeden Fall. Über uns schreiben natürlich nicht. Das Konkurrenzdenken ist dort leider sehr ausgeprägt, vor allem seit wir sie mit der Druckausgabe in ihrem Kernbusiness treffen. Das Problem ist eher das Gerede im Tal. Einige Leute mit Einfluss nutzen diesen, um uns profilaktisch schlecht zu reden. Vor allem gegenüber potentieller Anzeigenkunden.Die Tegernseer Stimme hat inzwischen rund 1.500 Fans auf Facebook. Das ist ein drittel mehr als vom Münchner Merkur für ganz Oberbayern. Wie wichtig ist die Präsenz dort?
Ich denke die reine Zahl sagt wenig aus. Es geht in erster Linie darum, den Lesern die Nachrichten dort anzubieten, wo sie sie haben wollen. Bei manchen ist das Facebook, bei anderen die klassische Printausgabe, die Webseite oder der Newsletter. Die Relevanz ist entscheidend.
Im Schnitt macht Facebook bei uns allerdings rund ein Drittel der Zugriffe auf die Webseite aus. Wenn es wirklich heiße Themen gibt, kann das auch schnell deutlich mehr werden. Vor einigen Tagen wurde beispielsweise ein Alkoholverbot an einem Teil des Seeufers beschlossen. Das ist auf Facebook ziemlich hochgekocht und hat uns in kurzer Zeit gut 1.000 Zugriffe nur auf den einen Artikel gebracht. Dazu noch über 40 Kommentare auf der Webseite. Die Geschwindigkeit der Verbreitung ist manchmal wirklich beeindruckend.
Noch was anderes: Die Tegernseer Stimme ist auch Mitglied im Netzwerk istlokal.de. Was versprichst Du Dir von dem Zusammenschluss vieler Lokalblogs?
In erster Linie wollen wir Interessierten den Zugang zum Onlinelokaljournalismus erleichtern. Wir planen beispielsweise ein eigenes Lokaltheme aufzusetzen, das den Anforderungen an lokale Berichterstattung gerecht wird. So soll die Einstiegshürde genommen werden. Außerdem ist da natürlich die Chance auf eine nationale Vermarktung. Wir können geballter am Markt auftreten und auch größere Werbekunden ansprechen oder z.B. Roadshows in den einzelnen Gebieten durchführen. Bei all den Vermarktungsthemen geht es aber darum, den Onlinelokaljournalisten die Chance auf ein Auskommen und finanzielle Unabhängigkeit mit tiefgründiger Berichterstattung zu bieten.
Weitere Artikel auf netzleser:
- Tegernseer Stimme: Lokal wird Online wird Print *update vom 12. April 2011* Das Print-Magazin ist inzwischen verteilt. Anschauen kann man es sich unter folgendem Link: Tegernseer Stimme Magazin als PDF Für einen Lokalblog sieht das Magazin sehr professionell aus. Und durch die...
- “Wired” Chefredakteur Chris Anderson im Interview bei Focus Auf Focus.de ist heute ein Interview mit Chris Anderson vom “Wired” Magazin. Lohnt sich auf jeden Fall zu lesen. Es geht ums Internet, neue Geschäftsmodelle und darum, was Journalismus heute überhaupt noch für einen Wert...
- Die andere Öffentlichkeit: Facebook als Invest in die Zukunft Die Facebook-Seiten laufen bei einigen Zeitungen noch unter der Rubrik “muss man halt auch haben” – zumindest zwingt sich der Eindruck bei vielen Angeboten leider auf. Erstens suche ich bei den meisten Zeitungs-Webseiten Ewigkeiten, bis...
- geoworldsummit in NYC: großes Thema für Regional-, Lokalzeitungen und -Blogs In News York war der geoworldsummit. Viele Kluge Köpfe treffen sich dort, um sich – ganz grob gesagt – über lokales Internet auszutauschen. Ein Thema, dass auch in Deutschland immer mehr in den Vordergrund rückt....
- In eigener Sache: istlokal.de gegründet – Förderung des unabhängigen Online-Lokaljournalismus Eine kurze Meldung in eigener Sache: Ich war letzten Samstag in Nürnberg und habe gemeinsam mit anderen Bloggern, Online-Lokaljournalisten, Hyperlocal-Bloggern, Lokalblog-Betreibern, … – wie auch immer man sie nennen mag – den Verein istlokal.de gegründet....
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