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Panpa Bulletin : Oct-Nov-December 2007
24 PANPA Bulletin October-November-December 2007 news San Diego Tribune delivers restorm The San Diego Union-Tribune pro- vided around the clock coverage of the firestorms that devastated the local county in October with a five-pronged strategy incorporating newspaper, web sites, internet radio, Spanish-language pub- lication and an electronic edition. The newspaper's website -- SignOnSanDiego.com -- was regularly updated since notice of the fire's outbreak was first posted just before 1pm on Sunday, October 21. As the fires grew in number, size and intensity, the content on SignOnSanDiego. com also multiplied until the site featured not only the comprehensive coverage that appeared in the newspaper, but also a main fire blog, a help blog, photo galleries of the various fires and the main evacua- tion shelter, and more than 20 fire-related videos. In addition, the site featured an interactive Google map, showing the extent of the various fires, locations of evacuation shelters, and videos and photos of the fires and homes destroyed. Traffic to SignOnSanDiego.com during the firestorms was unprecedented, with just over one million page views on a typical day. "On Tuesday (the second day of the firestorms) our site logged 9.7 million page views, and on Wednesday we experienced 8.5 million page views," said the paper's internet operations vice president Chris Jennewein. The high volume prompted SignOn to increase the number of its servers from two to 10. In addition, the Union-Tribune devoted the programming of its new internet radio station, SignOn Radio, to fire coverage. Launched with little promotion just six days before the outbreak of the fires, listener- ship of SignOn Radio (www.signonradio. com) climbed to 30,000 on Tuesday, after a link touting its fire coverage was posted on SignOnSanDiego.com's home page. "We suddenly started getting call-ins from listeners from Australia to Stockholm, all hungry for information about what was happening in San Diego," said SignOn con- tent manager Ron James. "In some cases, one caller would pose a question, and another would call in with the answer," he said. "It's a great use of technol- ogy to aid global communication." Comprehensive fire coverage published in The San Diego Union-Tribune resulted in a 30 percent increase in single-copy sales while thousands of complimentary copies were delivered to evacuation centers. The Union-Tribune also made sure not to neglect San Diego County's substantial Latino population during the firestorms. A special edition of its Spanish-language weekly, Enlace (Spanish for 'link') was published on Wednesday, October 24. Distributed through single-copy locations and delivered to evacuation shelters, the newspaper contained information about ow the fires were impacting local Latinos s well as tips on what to take in case of vacuation and how to cope with the smoke nd ash. "We opted to publish this special edition f Enlace because a very limited amount f news and information about the fire risis was available in Spanish from official ources," said Enlace publisher Francisco Mata. Enlace's website, mienlace.com, was the nly Spanish-language site in the region o provide updated information about he fires. The site continuously translated nd posted the county's emergency orders egarding evacuations, road closures and helters. mienlace.com also featured videos nd photo galleries capturing the commu- nity's response to the crisis. The Union-Tribune also acceler- ted the launch of its electronic edition n response to limited reader access due o road closures. Accessible via a link on ignOnSanDiego.com's home page, the lectronic edition of the Union-Tribune was n exact copy of the print edition in both ditorial and ROP advertising. "We've been working on an e-edition for six months," said Jeanne Driscoll, sales channel/business development manager. "In a desire to serve the community, we worked with our vendor, Pressmart Media, to hasten its launch." Pressmart Media CEO Sanjiv Gupta said the company "got the call" from the Union- Tribune and immediately went to work delivering the paper's eEdition. "Files were ftp'd to our production team and we quickly processed a fully multi- media eEdition for distribution to their subscribers and advertisers in San Diego, nationally and globally," he said.
August September 2007