US: San Diego Union-Trib launches social network, plans to reverse publish UGC in print

Another newspaper catches on to the new media and social networks bandwagon: the San Diego Union-Tribune has launched a social networking platform dubbed sdBackyard.com.

Users can perform all the basic functions, including creating profiles, sharing with friends, uploading multimedia content and creating blogs.

However, unlike many previous newspaper experiments with social networks, the site seems to have thought of two key aspects:
- how to use the user-generated content within editorial packages
- how to make advertising revenues from this venture

The community print publications, which will compile content submitted by users, will be distributed on Fridays by home delivery (along with the daily). They will also be available for free at some retail outlets starting in June.

Users of the social network are required to register according to geographic location, which helps to put them automatically in touch with locally relevant content - and to serve them with targeted advertising.

"The unique geographic targeting allows small businesses, nonprofit organizations, clubs, and other community groups opportunities to promote themselves in print and online," said George Bonaros, marketing director for the Union-Tribune.

Source: Editor & Publisher