Since launching a little over a year ago, Blottr, or ‘the people powered news service’, has been growing exponentially.
With regional sites covering eight UK cities including London and Leeds, Blottr has recently expanded overseas, launching sites in France and Germany. Its traffic is impressive – 1.6 million unique users a month, or nearly four million page impressions – and the site’s own research suggests that the demographic of the readers is reassuringly mainstream: a quarter are students, and the rest an equal male-female split of adults aged 18-52.
Founder Adam Baker, a former digital projects director at Northcliffe Media,
is evangelical about the ability of a news service largely created by ordinary people to ‘disrupt’, as he puts it, the practices of traditional media organisations increasingly struggling to put reporters on the ground. ‘That’s the power of citizen journalism’, he says. ‘People at the scene are best placed to report it.’
‘The riots did us a massive favour,’ he adds. ‘We got nearly three million unique users over three days that propelled us into mainstream awareness, and broke the riots exclusively in Ealing and Woolwich.’
He also claims that Blottr published the first footage of the shooting of Gaddafi in Europe, just eight minutes after the event, considerably before mainstream media such as Sky.
The 24-hour news operation is overseen by a single editor supported by a handful of community and country managers, who monitor the content contributed by the public and alter it, post-publication, only if it is libellous, malicious, offensive or grammatically faulty. But editorial influence of a more traditional kind is exerted over the home page, which highlights selected stories deemed most likely to appeal to the Blottr readership.
The site’s revenue-sharing scheme pays selected contributors £1 per thousand views, an arrangement which says a lot about the way the model privileges popularity over labour; contributors are invited to join the scheme only after they have proved that they will be of continuing value to the site by regularly pulling in the punters via social media.
‘It rewards them for the popularity of their content; they’re not getting paid to write; they’re getting paid to promote their story,’ Baker explains. ‘It’s based on how valuable they are to us – they can write one brilliant post, but if they don’t write regularly, they’re not going to go on it.’ (The contributor of the Gaddafi photo-scoop, for example, did not get paid.)
Early indications suggest that, for the chosen few – about a hundred out of nearly 1600 contributors – the revenue-sharing scheme can be lucrative: ‘Last week we paid someone £230 for a three paragraph article because it was really very popular,’ he says.
The scheme is in keeping with another unusual feature of the site, an ‘authentication algorithm’ which attributes influence to each contributor, breaking down the number of people who have contributed to a story, whether in the form of photos, videos or revisions and additions.
While Baker is unfazed by questions his model raises about the quality of such future journalism, his answers do reveal a certain respect for traditional reporting. Does he think the citizen-based news model will replace news-gathering by professional journalists?
‘It definitely won’t replace it,’ he says. ‘It’s not analytical enough – that’s the reason I pick up The Guardian every day.’
And he denies that there’s a risk, if things go as profitably as he hopes, of a Huffington Post-style rebellion from unpaid contributors in future. ‘We’re really different from the Huffington Post,’ says Baker. ‘The Huffington Post are looking for professional bloggers to contribute content without being paid; that’s not what we’re trying to do.’
‘If you’re a journalist and you can’t get published elsewhere, a student trying to build a portfolio, or a member of the public just wanting to capture something, we provide a platform,’ he adds.
So far, the prospects for a profitable future are promising. Having been bankrolled for the first year by Baker, Blottr earlier this year secured a £1m investment from Mark Pearson, founder of web-marketing outfit Markco. ‘We’re not breaking even yet, but we’re close to it,’ says Baker. ‘We’re ahead of our projections, especially for traffic and revenue.’
Unsurprisingly, the bulk of the revenue comes from non-traditional sources. Some 80% comes by selling licenses for the software developed to enable the Blottr’s user-generated content to other publishers, now branded as Newspoint; the remaining 20% comes from self-serve advertising in the Gumtree mould, persuading customers able to advertise events and services free to pay to have their adverts promoted.
It’s hard to tell, at this stage in Blottr’s development, whether the news site is really a basis for a new form of quality journalism, or whether it’s the product of a canny business mind that has seen an opportunity to ride a profitable new wave of technology and culture. But its early success certainly testifies not just to the healthy demand for web-based news, but also to the growing appetite of citizen journalists to report it.
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