UPDATE: Here’s the second part of the interview.
MediaStyle has a Q&A with Craig Silverman of the new Toronto news site OpenFile.
What’s the elevator pitch for OpenFile?
The short version is that it’s a collaborative local news site.
Collaborative meaning that anybody from the community in Toronto–maybe they’re seeing something happening on their street and they’re wondering, “why are all these trees being cut down?”–they can go to the site, open what we call a File, and say, “there are trees being cut down all over the street, I’m wondering ‘why?’”
And if we at OpenFile, the editors, look at that and say “this is a good story”, we assign it to a reporter.
Sounds good so far. So how are they going to make money?
Our plan is to do advertising rather than to do a pay wall. If you look at the beta site right now, there is no advertising. Obviously, that’s going to change. But one thing you’re probably not going to see, or ever going to see on the site, are your typical google ads, banners, text ads–that kind of thing. In terms of a sustainable model, if you are only selling those kinds of ads, banners, clicks, and things like that, you’re going to have a hard time supporting real journalism. So there are two things we are going for. Number one, we’re going to be looking at a sponsor model, something along the lines of what you might see at PBS where specific programs are paid for by specific foundations. So we are talking to larger organizations about becoming founding sponsors and offering them exclusive placement and positioning on the site.
The second part is the long term part. We’re geotagging everything that goes on the site. As the site evolves and there is more and more content, and as we see where people are distributed over the city, all of a sudden we can do location-based advertising. We think that advertising is more and more looking towards contextual, looking towards location-based.
This could turn into a valuable site — in all definitions of the word — very quickly.