Die Entwicklung im Markt der Lokalblogs oder besser gesagt lokaler journalistischer Netzmedien, ist mit das Spannendste, was der Medienmarkt zur Zeit zu bieten hat. Ganz subjektiv beobachtet ist der Beweis bereits da, dass sich daraus ein tragfähiges Geschäftsmodell entwickelt hat. Die Ansätze haben aus vielerlei Gründen das Potential eine richtig große Sache zu werden:
1. Lokalblogs nutzen die natürlichen Möglichkeiten des Internet
Ohne lästige Altlasten wird Journalismus dort einfach neu gemacht. Was großen Verlagen strukturbedingt einige Probleme bereitet, ist für lokale journalistische StartUps schlichtweg kein Thema: Die Einbindung von Videos, links auf andere Angebote, die tiefe Integration und Arbeit mit facebook und Co., die Arbeit mit den Lesern über Kommentare und und und… Das Internet ist die Grundlage für alles.
2. Es werden flexible Netzwerk-Unternehmen aufgebaut. Keine Konzerne
Auch wirtschaftlich gesehen, haben lokale Netzmedien eine riesige Chance: schlanke Strukturen von Start weg. Meistens organisiert als Netzwerkunternehmen, die auf verschiedene Partner ohne feste Strukturen zurückgreifen. Neue Erlösmodelle können dadurch auch in Zukunft schnell und flexibel umgesetzt werden (die finanziellen Mittel vorausgesetzt). Die Unternehmen brauchen so gut wie keine feste Infrastruktur (außer dem Netz). Keine Druckerpressen, keine Zusteller, keine Verwaltung. Manche nicht mal mehr ein festes Büro.
3. Ein Lokalblog sucht nach Auskommen für eine Handvoll Menschen
Wenn man sich dem Thema realistisch nähert und nicht nach dem neuen Axel Springer sucht, wird auch die Diskussion um die Finanzierbarkeit sehr viel realistischer. Eigentlich ist die Diskussion dann überhaupt keine mehr: Lokale Netzmedien sind nichts anderes als der Bäcker, der Schreiner oder der Einzelhändler vor Ort. Kleine Unternehmen in lokalen Gebieten. Journalismus das Produkt.
Schlank aufgebaut arbeiten professionelle Lokalblogs momentan mit etwa 2-4 Vollzeitstellen. Je nach Gebiet. Nach 12-18 Monaten erwirtschaften die ersten Lokalblogs bereits heute rund 5.000 Euro Monatsumsatz. Online. Das reicht noch nicht aber es zeigt deutlich die Richtung.
4. Der Status Quo: 5000 Euro Monatsumsatz mit einem Erlösmodell
Wenn man sich anschaut, wie die Umsätze bisher erwirtschaftet werden, versteht man, dass das Ziel – wirtschaftlich tragfähig arbeiten – nicht mehr weit weg ist:
Das Beispiel Tegernseer Stimme: die Onlineumsätze belaufen sich auf rund 4.000 Euro. Erwirtschaftet durch feste Kooperationen mit nicht einmal zehn Partnern – in einem Gebiet von 15.000 Menschen und mehreren hundert Unternehmern, Händlern, Handwerkern, Friseuren, Anwälten, Steuerberatern. Gestartet ist die Seite vor 20 Monaten. Aktiv vermarktet wird seit etwa 9 Monaten.
Das Beispiel Meine Südstadt aus Köln: Inzwischen werden dort über 5.000 Euro monatlich mit einem Branchenbuch und etwas mehr als 100 Unternehmen erwirtschaftet. Alles feste Partner. In einem Gebiet mit 27.000 Einwohnern und dementsprechend vielen Unternehmen. Es gab auf Meine Südstadt bisher keine klassische Werbung. Die Macher haben sich zum Start auf das Branchenbuch als Erlösmodell konzentriert. Gestartet ebenfalls vor 20 Monaten. Die ersten 100 Branchenbuch-Partner in 18 Monaten.
5. Das Problem und die Lösung: Investitionen in Vertrieb und Marketing
Der Grund für die noch zu geringen Umsätze liegt im Vertrieb und dem Marketing gegenüber den Werbepartnern. Keiner der beiden Blogs hat die Manpower mehrere Erlösmodelle parallel aufzubauen – das bremst die Entwicklung. Beide gehen aber bereits das jeweils andere Modell an: Die Tegernseer Stimme baut bereits ein Branchenbuch auf und Meine Südstadt zeigt erste zaghafte Werbung auf der Startseite.
Mit einer einfachen Rechnung (und einer zugegeben positiven Prognose) findet die Tegernseer Stimme bis Ende 2012 ebenfalls hundert Unternehmen für ein Branchenbuch. Meine Südstadt zehn Partner für fest Werbeeinbindungen. Et Voilà: 10.000 Euro Monatsumsatz. Onlineumsatz. Keine Kosten für Druck, Verteilung, Auflage. Das reicht für drei Leute. Nicht fett aber es reicht.
6. Die Headline Ende 2012: Die ersten Lokalblogs arbeiten profitabel!
Das ist zumindest die Headline, die bis Ende des Jahres zu erwarten ist. Welche Headline auch 2012 nicht geschrieben werden wird: Die ersten Lokalblogs knacken die 1.000.000 Euro. Das müssen Sie aber auch nicht. Lokalblogs bieten vielmehr die Chance, dass sich viele hunderte oder gar tausende neue publizistische Einheiten in Deutschland bilden können. Kleine Unternehmen, die kleine Gebiete mit guten und spannenden Nachrichten, Geschichten und Informationen versorgen. Eine spannende Demokratisierung des Zeitungsmarktes. Das Aufbrechen bestehender Monopole.
7. Die möglichen Erlösmodelle sind noch nicht ansatzweise ausgeschöpft
Die noch sehr junge Entwicklung muss man aber vor allem unter dem Aspekt der bisher umgesetzten Erlösmodelle betrachten: Innovationen sind da noch nicht dabei. Bisher wurde nur online übertragen, was in Print schon immer funktioniert hat: Der Tausch von Aufmerksamkeit gegen (Werbe)Gelder.
Was sich parallel entwickelt sind starke lokale Communities. Das Potential, das sich daraus entwickelt, kann bisher noch niemand endgültig abschätzen: Veranstaltungen, Shoppingparties, Zugang zur Community für externe Partner, kleinlokale Groupons, Paid Content Angebote, Marktumfragen, …
8. Vernetzung öffnet nationale Budgets für lokalen (online)Werbemarkt
Wenn es gelingt Lokalblogs flächendeckend in Netzwerken zu organisieren steht auch Tür und Tor für nationale Werbebudgets offen. Wenn ich die Wahl habe, ob ich Millionen auf SPON erreiche oder die gleichen Menschen über tausende Lokalblogs – ich müsste nicht überlegen. Ich ginge dahin, wo die Menschen leben (und meine Filialen stehen).
9. Was da gerade passiert, ist mehr als nur die Entwicklung neuer Geschäftsmodelle
Die Entwicklung, die gerade unter der Wahrnehmungsgrenze vieler Verlage abläuft, hat das Potential zu einer ganz großen Geschichte:: Der lokale Zeitungsmarkt bricht auf. Sowohl wirtschaftlich, wie auch inhaltlich. Auf Lokalblogs entwickeln sich neue Diskussionen zu neuen Themen. Nebenbei entwickelt sich dadurch eine neue Art Journalismus. Bodenständig und direkt bei den Menschen vor der Haustüre. Jeder darf mitsprechen. Lokalblogger sind Netzmenschen. Es geht um Transparenz, Urheberrechtsdebatten, Liveberichte aus Gemeinderatssitzungen, Rückmeldung aus Leserkommentaren.
Lokalblogs bringen das Netz und die Netzpolitik auf die lokale Ebene. Sie sind oft der erste direkte (digitale)Rückkanal der Bürger, mit dem sich lokale Eliten und Politiker konfrontiert sehen. Lokalblogs haben das Zeug dazu, die Themen des Netzes in die reale Welt zu tragen. Viel mehr als digitale Interessengruppen, Vereine und Co. es in den letzten Jahren geschafft haben. Was sich daraus entwickelt? Keine Ahnung…
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