Lokalnews.de war das erste deutsche Lokalblog, das von einem Verlag finanziert wurde. Berichtet wurde über Passau. Das Geld kam vom Wochenblatt Verlag aus Landshut. “War” deshalb, weil der Gründer Daniel Wildfeuer dem Netzleser letzten Freitag mitgeteilt hat, dass das Projekt bis spätestens Ende April eingestellt wird. Knapp ein Jahr war Lokalnews.de damit online.
Ob ein Jahr überhaupt ausreicht, um ein journalistisches Produkt zu etablieren und ob ein traditioneller Verlag dabei der richtige Partner war? Das und einige andere Fragen hat mir Daniel per Mail beantwortet:
Hi Daniel, Du hattest mich letzten Freitag angerufen und mitgeteilt, dass ihr lokalnews.de spätestens Ende April einstellen werdet. Wie kam es zu der Entscheidung?
Lokalnews.de war von Beginn an ein Testballon ob man mit seriösen Online-Lokaljournalismus auch ein wirtschaftlich tragfähiges Konzept entwickeln kann. Das haben wir leider innerhalb des vergangenen Jahres nicht geschafft.Ein Jahr um ein journalistisches Produkt zu etablieren ist extrem knapp bemessen. Denkst Du im Nachhinein, dass es dafür etwas mehr Zeit gebraucht hätte?
Schlußendlich mussten – unabhängig vom Zeitraum – die Kosten in Relation zum Erfolg stehen. Die gesteckten Ziele konnten nicht erfüllt werden was schlußendlich zur Entscheidung geführt hat das Experiment lokalnews.de zu beenden.Lokalnews.de wurde vom Wochenblatt Verlag finanziert. Wie war die Zusammenarbeit mit einem Verlag für Dich? Wie war das mit dem Erfolgsdruck von Seiten des Investors?
Die Zusammenarbeit war so wie ich mir das vorgestellt habe. Wir konnten das Projekt eigenständig und ohne redaktionelle Vorgaben umsetzen. Es fanden nur alle paar Monate Treffen statt bei denen die aktuellen Zahlen besprochen wurden.Ziemlich genau ein Jahr war lokalnews.de online, wie hatten sich die Zahlen in dem Zeitraum entwickelt? Wie sah Euer Geschäftsmodell aus? Hattet ihr schlichtweg zu wenige Leser?
Im Oktober hatten wir knapp 60.000 Visits bei lokalnews.de. Somit waren wir vom Ziel – Ende 2011 100.000 Visits zu erreichen – ein ordentliches Stück entfernt. Natürlich sind 60.000 Besucher ganz ordentlich für ein so neues lokales Angebot, aber trotzdem war es zu wenig um es ordentlich vermarkten zu können.Das Geschäftsmodell war ausgelegt auf überregionale und lokale Werbeschaltungen. So kurz am Markt war es sehr sehr hart Werbekunden zu akquirieren.
Hattet Ihr eine eigene „Anzeigenabteilung“? Oder lief die Akquise nebenher?
Die Akquise lief nebenher.Ihr habt von Start weg auf klassische Onlinewerbung als Erlösmodell gesetzt. Ein Jahr um Vertrauen bei den Werbepartnern aufzubauen ist nicht viel. Wie waren Eure Erfahrungen im Vertrieb und dem Zugang zu Werbekunden?
Die Vermarktung war extrem schwer. Regionale Werbekunden setzen immer noch sehr stark auf Printanzeigen und es ist sehr schwer ihnen die Möglichkeiten und Chancen von Internetwerbung näher zu bringen. Wenn jemand online Werbung schaltet dann oft vorrangig weil er die Idee und das Konzept gut findet und es fördern will.Ein zweites Erlösmodell war der Versuch eines Franchise-Systems für andere Lokalseiten. Habt Ihr Partner dafür gefunden?
Ich hatte insgesamt fünf Gespräche mit Interessenten. Bei allen handelte es sich um Lokaljournalisten – teilweise noch in einer Festanstellung – die überlegten sich im Online-Lokaljournalismus selbstständig zu machen.Leider hat keiner den Schritt in die Selbstständigkeit gewagt oder unsere Plattform passte nicht zum geplanten Produkt. Unser Technik ist stark als Online-Lokalzeitung ausgerichtet – der Einsatz für ein Onlinemagazin wäre nur sehr umständlich möglich.
Wie war lokalnews strukturell aufgestellt. War das ein Abbild bekannter Verlagsstrukturen in klein: Redaktion, Technik und Vertrieb? Welche Umsätze hättet Ihr gebraucht, um wirtschaftlich arbeiten zu können?
Wir haben eng im Team gearbeitet. Beispielsweise konnten die Redakteure direkten Einfluss auf die Technik und Programmierung nehmen. Ideen und Änderungwünsche wurden so umgehend realisiert. Aktuell sind zwei festangestellte Redakteure und zwei freie Mitarbeiter für lokalnews.de tätig. Technik, Vertrieb und Verwaltung übernehme ich selbst.Zur Kostendeckung wären Umsätze im unteren fünfstelligen Bereich notwendig gewesen. Wobei schwarze Zahlen nie Ziel waren, das ist innerhalb eines Jahres unmöglich zu erreichen.
Das ist im Vergleich zu vielen anderen Lokalblogs ein ziemlich großes Team. Ihr hattet versucht komplett Passau journalistisch umfassend abzudecken. Wäre ein schlankeres Team und eine stärkere inhaltliche Fokussierung rückblickend vielleicht sinnvoller gewesen?
Das ist schwer zu sagen. Wir haben lokalnews.de von Beginn an als Online-Lokalzeitung positioniert um eine möglichst große Leserschaft anzusprechen.Was wird jetzt aus Deinen Mitarbeitern?
Die beiden festanstellten Redakteurinnen erhalten zum 30. April 2012 die Kündigung. Sie werden jedoch – sollte sich vorher etwas ergeben – selbstverständlich sofort freigestellt. Das Ganze so „angenehm“ wie möglich für die beiden abzuwickeln ist für mich einer der wichtigsten Punkte.Auf der technischen Seite war lokalnews.de für die kurze Zeit sehr weit. App, Blitzerwarnung und eine sehr aufwändige Community für Leserreporter sind nur einige Punkte. Dazu habt Ihr im ersten Jahr drei Relaunches durchgeführt. Das ist viel technischer Aufwand für ein kleines StartUp. War das Geld in diesem Bereich falsch Investiert?
Ich bin der Meinung ein Internetangebot muss sich nicht nur inhaltlich sondern auch technisch dauerhaft weiterentwickeln. Die Apps, die mobile Version und auch der Blitzerdienst wurden sehr aktiv genutzt und halfen mit lokalnews.de noch bekannter zu machen.Das zeigt auch, dass der Wochenblattverlag sehr interessiert ist an den eingesetzten Techniken. Beispielsweise ist geplant die bisherige lokalnews.de App als App für den Verlag weiterzuführen.
Glaubst du nicht, dass der technische Aufwand von den Kernthemen „Inhalte“ und „Vermarktung“ in der Startphase einfach zu sehr abgelenkt hat? Wäre nicht eine stärkere Konzentration auf die Inhalte und die Schärfung Eurer Nische in der Startphase sinnvoller gewesen?
Ich bin der Meinung es sind alle Bereiche „Inhalt“, „Vermarktung“ als auch „Technik/Design“ wichtig. Um erfolgreich zu sein muss man guten Inhalt ansprechend verpackt abliefern. Und das Produkt gehört auch noch gut vermarktet.Da ich selbst aus dem Techniksektor komme hielt sich dieser Bereich in Grenzen da die Umsetzung relativ schnell vorgenommen wurde.
Konzeptionell war bei Euch die Leserreporter-Community von Start weg ein relativ großer Punkt. Wie waren Eure Erfahrungen damit?
Die Leser-Community war sehr schnell ein kleines Sorgenkind. Leider hat sich nie so richtig eine aktive Leserschaft gefunden, die Inhalte veröffentlicht haben.Was siehst Du als die Knackpunkte für Euch und als Erfolgsfaktoren für ähnliche Projekte?
Ich glaube das Online-Lokaljournalismus bisher nur im „Kleinen“ funktioniert. Kleine 2-3er Teams haben durchaus Chancen. Sie müssen sich jedoch darauf gefasst machen anfangs nur wenig oder garnichts zu verdienen.Wirtschaftlich interessant ist dies jedoch derzeit definitiv noch nicht. Von 1.000 oder 1.500 EUR im Monat kann kein Journalist vernünftig längerfristig leben. Wenn jemand das für sich selbst so entscheidet ist das OK aber für die Mehrheit ist es derzeit noch keine Alternative.
Meinst Du mit „der Mehrheit“ andere freie Journalisten oder Verlage, die das als Investment sehen?
Damit meine ich vorrangig Verlage. Mit Lokalblogs kann man derzeit (noch) kein Geld verdienen. Die Umsätze reichen meistens nur soweit die Kosten so einigermaßen zu decken und sich selbst ein mageres Gehalt zahlen zu können.Glaubst Du, dass Online-Lokaljournalismus in Zukunft funktionieren kann?
Natürlich wird Journalismus auch in Zukunft funktionieren. Es fehlen nur noch tragfähige Konzepte um aus Visits Umsätze generieren zu können um Journalisten auch vernünftig bezahlen zu können. Das gilt für die „Kleinen“ wie auch die großen Verlage.Was würdest Du Gründern mit auf den Weg geben, die ähnliches starten wollen?
Ich kann Sie nur ermutigen den Schritt zu wagen. Es gibt mit den Prenzlauerberg Nachrichten und der Tegernseer Stimme zwei Angebote in Deutschland, die bereits zeigen, dass derartige Projekte funktionieren können. Die nötigen Umsätze werden folgen.Bis dahin ist vorallem eins wichtig: Durchhaltevermögen.
Was sind jetzt Deine nächsten Pläne?
Zuerst muss lokalnews.de abgewickelt werden. Der Wochenblattverlag als Muttergesellschaft hat Interesse an der Programmierung und einzelner Module signalisiert. Diese mögliche Übernahme werde ich technisch noch begleiten.Ich werde voraussichtlich wieder zurück in die Internetentwicklung und Beratung gehen. Außerdem besitze ich einige größere Facebook-Seiten, die ich vermarkte. Ansonsten habe ich bereits 2-3 Ideen für neue Projekte. Das lasse ich alles auf mich zukommen.
Vielen Dank nochmal an Daniel, dass er bereit war einige Fragen zu beantworten. Parallel zum Interview hat lokalnews auch eine eigene Pressemeldung online gestellt.
Weitere Artikel auf netzleser:
- lokalnews.de: verlagsfinanzierter Lokalblog – Gründer Daniel Wildfeuer im Interview lokalnews.de war vor einiger Zeit der Buhmann in der (Hyper)Lokalblog-Szene und wurde von einigen als Tarnkappenbomber gegen die freie Presse betittelt. Der Grund war ganz einfach: Die in Passau ansässige lokalnews GmbH ist eine Mehrheitsbeteiligung...
- Lokalnews bietet Franchise-Modell für Lokaljournalismus Lokalnews aus Passau ist eines der wenigen finanziell gut ausgestatteten journalistischen Lokalangebote. Viel der finanziellen Mittel sind wohl in die technische Umsetzung der Seite geflossen. Ein Erlösmodell versucht man bei Lokalnews jetzt mit einem Franchise-Modell...
- lokalnews.de unter der Lupe: Features, Vermarktungs- und Community-Ansätze Lokalnews macht viele Sachen richtig gut. Auf der technischen und konzeptionellen Seite sind dort einige Features und Community-Ansätze integriert, die sehr interessant sind. Viel davon sind wohl erstmal Tests. Aber das ist es auch, was...
- istlokal.de will Lokaljournalismus weiter pushen Ganz aktuell ist wieder mehr Bewegung in den Lokaljournalismus gekommen. Hardy Prothmann vom Heddesheimblog und Peter Posztos von der Tegernseerstimme haben aus istlokal.de eine gemeinsame Firma gegründet: Ziel der Unternehmung ist die professionelle Unterstützung des...
- Erster Lokalblog knackt 10.000 Euro im Monat Immer wieder werden Lokalblogs als reine Liebhaberprojekte kleingeredet. Dass das längst nicht auf alle Lokalblogs zutrifft zeigt ein Blick in das Tegernseer Tal, wo der momentan finanziell erfolgreichste mir bekannte Blog herkommt. In der Pressemeldung...
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