Printcasting in Business Week

Printcasting is mentioned in a Business Week story about "online experiments that could help newspapers". And the story leads with Bakotopia.com, the social networking site I started for The Bakersfield Californian back in 2005. This is fitting, as Bakotopia's later success with a printed magazine helped inspired the Printcasting concept.

The story also cites other good examples of things newspaper companies are doing to change with the times, including collaboration with Outside.in and Yahoo and the upcoming Plastic Logic e-reader.

This is great timing for us, as we recently opened our beta site to the public and are putting the final pieces in place to publicly launch in Bakersfield later this month. Here are some excerpts worth mentioning:

"... the independent, family-owned Californian is preparing to take the idea of Web-created niche magazines national. Using an $837,000 grant from the Knight News Challenge and about $200,000 of its own money, it's launching a site called Printcasting.com later in March. The site will allow individuals, schools, homeowners' associations, wine clubs, and the like to create their own digital magazines. 'If we see a magazine that really has potential, we'll print it, place additional ads in there, and distribute it, [first in Bakersfield, then in five other cities as early as this summer],' Pacheco says. The Californian will get a cut of ad sales while spending little on the product itself. 'This is cheap and targeted,' Pacheco explains. 'Even though there's an ad recession, it doesn't mean there're no more ads.' "

And later on ...

"This reinvention is taking publishers such as Bakersfield Californian away from selling ads just for their own news content. 'Our future may be very different from how we started, in newspapers,' Pacheco says. '[Going forward], we are the network that allows people to communicate among themselves.'"

That accurately sums up what we're trying to do with Printcasting. Thanks to senior writer Olga Kharif for good reporting.

Of course the real story will begin once we launch later this month and are able to point to how regular old people are using Printcasting to make their own magazines and newsletters. Our local outreach is already starting in beta, and I can tell that what people do with these tools will ultimately be far more interesting than the tools themselves. The same has been true of Bakotopia and other social-media initiatives -- connecting with people and allowing them to connect with each other is what the user-generated content space is really about.

Technorati Tags: printcasting, knight news challenge, newspaper industry

Printcasting is in Open Beta!

I'm extremely proud to announce that Printcasting, our Knight News Challenge project, is finally in open beta. You can check it out at http://beta.printcasting.com. Or, click on the thumbnail on the right of my blog to see Danzine, the printable magazine version of Dan's Diner.

We're finishing up a few last features before we launch in Bakersfield (more on that here), but the rollout to early adopters has already begun with a post on Bakersfield.com by Tom Webster, the new "marketing evangelist" the site. Then later this month, we will "launch" -- which simply means the URL changes to remove the "beta", and heavier marketing begins.

As a Knight News Challenge project, Printcasting is focused on local news and information. For that reason, during the next few months most of our marketing efforts will focus on outreach to people who live in Bakersfield, with more to-be-determined cities rolling out in the future.

But as I've written about before, we have a lot of people following us from across the world (since I wrote that post a month ago, more than 100 more people have joined our Printcasting social network to bring its membership up to 325). So we invite anyone who has been following us to go to http://beta.printcasting.com and do any and all of the following: register your blog feeds, create Printcasts using your feeds (and those of others), and place self-serve ads. Then share your feedback by posting it online or sending an e-mail.

This is a really big milestone for a project that started over a year ago by me filling out a few forms on the Knight News Challenge site. Since then, we've gone through many iterations of PRDS, designs, prototypes, and now alpha and beta. Many people have made this possible and it's hard to list them all, but I would like to specifically thank the following:

• The John S. and James L. Knight Foundation and The Bakersfield Californian for giving us the funds and other support to make Printcasting happen.
  
• Mary Lou Fulton, my boss and long-time colleague and friend for encouraging us to submit our concept to the Knight News Challenge -- and all of the great marketing and outreach ideas.
• Justinian Hatfield, for helping us fine-tune the proposal, and lending his image and likeness -- as well as his camera and tripod -- to a video we submitted with the proposal.
• Lead developer Ron Robinson for, well, turning Printcasting from a concept into a working tool ... and then some!
  
• Designer Don Hajicek for design, Drupal consulting, camaraderie and wicked funny jokes that continue to keep everyone sane.
  
• The good people at Photon Infotech for ongoing development and testing in conjunction with Ron.
• Tom Webster, our brand spanking new marketing evangelist, for jumping into Printcasting with such fervor.
  

We are now on the verge of entering the next phase of our project: going out on the street to show how various individuals and organizations in Bakersfield can be citizen publishers. I'll continue to post updates here, on Printcasting.com (which will change to Community.printcasting.com after we launch), and on PBS MediaShift Idea Lab. But it's important to take a step back and be proud of what we've built. Ahh ....

OK now that that's out of the way, back to the grindstone! The real hard work (and the most fun part) is just beginning.

Spot.us Launches: Fund a Story You Care About

Today, fellow Knight News Challenge winner David Cohn launched Spot.us, a non-profit project in community funded reporting. David says it's not 100% finished, but at good starting point.

In case you haven't heard of this novel idea, here's the elevator pitch. Spot.us lets citizens submit news tips for stories that they want to see covered in their community. Journalists are then invited to submit pitches for stories they want to report -- some of which may be inspired by citizen pitches, others of which are their own ideas -- and readers can donate money to fund individual projects. You can learn more about it in the video below, or better yet, go to http://spot.us, register, find a story and donate.



I just did this myself, and I'm still basking in the glow of knowing that I made a difference in a story about when solar power will be affordable in the San Francisco bay area.

I live in the Boulder area, not San Francisco, but I have been asking this very question for my own area and have even run some back-of-napkin calculations for possibly solarizing my home. I've quickly gotten lost in a vortex of facts and spin that make me appreciate every professionally researched story I find about this subject. And generally speaking, I like to support projects that promote alternative energy. I'm looking forward to reading the final story that Spot.us reporter Aaron Crowe produces, and it will feel good knowing that I helped make it happen.

Spot.us makes a lot of sense at a time when news organizations are contracting due to economic forces and changing business models. But it's also worth noting that Spot.us will also accept 50% donations from existing news organizations in exchange for exclusivity, so it's also trying to help existing journalism businesses.

But that's not why I'm interested in the project. I simply like the way it connects people with the journalism they depend on. It's like a mashup of public radio, online political campaigns and causes, and journalism -- as if Howard Dean had applied his online fundraising success to the Fourth Estate. I think it also serves as a reminder to people that investigative journalism takes time, resources and money to do well.

While I still am and always will be a big proponent of citizen's media, I think there will always be a place for professional journalism -- sometimes even more than before. In an expanding sea of voices, a trusted, authoritative voice becomes all the more valuable. I'll even go so far as to say that without professional journalism, Democracy as we know it could not survive. If you agree with that statement, you definitely should head over to Spot.us right now and fund a story. And please congratulate David on a successful launch!

Technorati Tags: spotus, knightnewschallenge

Get Money for Your Killer News Idea

Since my blog is read by a lot of people who work in digital news, I would like to invite everyone to submit good ideas to this year's Knight News Challenge. All entries must be in by 11:59 p.m. on November 1, 2008, which means there are only 24 days left. You can submit your application at http://newschallenge.org/

The Knight News Challenge is an annual contest that awards $5 million for innovative ideas that develop platforms, tools and services to inform and transform community news, conversations, and information distribution and visualization. The criteria are:

• Digital – Your idea uses digital technology (computers, the internet, cell phones, that sort of thing).

• Innovative – Your idea is new and original. It’s different from what people have done before. You are, in some way, breaking new ground.

• News/information – Your idea is about giving people access to what they want to know.

• Timely – Your idea delivers news or information while it’s still fresh.

• Community-building – Your idea helps create a sense of community among some group of individuals.

• Limited geographic area – Your idea affects people in a specific area, which could be as big as a state or province, or as small as a city block. (If your idea is national or worldwide in scope, it must work at a regional level.)

• Open Source – The inner workings of what you create will be visible to the world, so that others can take it and improve upon it.

ALL CRITERIA are applied to EVERY application, so if you have an idea I suggest you read it over once for every rule above and make sure that your idea and application fit within the scope of the contest -- especially the "limited geographic area" requirement. You would be surprised at how many people don't do this.

Think the odds are stacked against you? The bar is very high (last year there were 3,000 entries and 16 winners), but if you have a killer idea you stand a chance.

I can speak from experience here. A year ago, I entered this contest along with my colleagues -- Mary Lou Fulton and Justinian Hatfield -- from The Bakersfield Californian. We had an idea for making it possible for anyone to be a local print publisher without any money, design skills or even content. To our surprise and delight, that idea, Printcasting, was one of the 16 winners, and we're on track to launching phase 1 next March.

Now for a few caveats. I'm a screener for this year's entries, which means that if I know you I will need to recuse myself from reviewing your application. I also may not be the one to screen your app, as they're assigned randomly.

Finally, if you have a good idea and want feedback from me, as a screener I'm not allowed to provide any. However, everyone is encouraged to post their ideas first at the News Challenge Garage (http://garage.newschallenge.org/). You can request a mentor who will review your application and help you make it better. When you feel it's ready, post it at http://newschallenge.org. Note that you only have once chance at that point, so make it count!

Good luck!

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knight news challenge, news

In Search of Creative Revenue Ideas

My post on PBS Idea Lab this week is titled, It's Time for a Revenue Revolution. It puts the upcoming Printcasting advertising tools in a context that hopefully everyone can relate to: how can we help local record and book stores more effectively reach local customers, hold their own with online competitors and Wal-Mart, and stay in business?

Thinking back to my journalism school days, I remember professors telling me that I should try to block advertising sales and business development out of my mind because it would taint my reporting.

But here's what they missed. Local businesses are just as much a part of your community as the consumers who live there, and in fact business owners are often some of the most active, participating members of any community. It's possible to serve the interests of the community, and also the interests of local business, and harness that to pay for services that help the entire community.

As newsrooms lay off reporters because the advertising side could no longer bring in enough to pay the bills, everyone at every level of a news organization has an obligation to think about how to fund the great work they do. If you continue to assume that someone else is going to step in and solve this problem, you may find yourself with a pink slip instead of a savior. Now is the time -- and for some, the last opportunity -- to make your ideas heard. Trust me: it won't soil your hands, it won't influence your reporting, and it may even be fun.

As far as I'm aware, Printcasting is one of only three Knight News Challenge projects that has any sort of revenue / sustainability plan at all. The other two are David Cohn's Spot Us, and Richard Anderson's Village Soup. I don't say that to toot our collective horns, but rather to encourage more people to incorporate revenue into their plans for the next Knight News Challenge round.

Speaking of which, if you have such an idea you can use the new News Challenge Garage to start fleshing it out with the help of others who can tell you how to make it better -- including all 26 existing news challenge winners (which means also me!) By the time the News Challenge officially opens on September 2, you'll have a better proposal that will stand out against the thousands of others that didn't benefit from such advice.

knight news challenge, revenue

How Technology Agnosticism Fuels Innovation

Steve Yelvington has an amusing post today titled "Dan Drinks the Kool-Aid," a reference to my decision to build our Printcasting tools on the Drupal framework. In the inside-baseball game that is the blogosphere, there's a story behind this that I think other media innovators can learn from, and in my opinion it's all about how important keeping an open mind is to building a culture of innovation.

Ever since the Californian started experimenting with social media after the launch of The Northwest Voice and Bakotopia, we've stayed in close contact with Yelvington and his team at Morris Communications. Very early on, people at both companies noticed that we had similar ideas and approaches to engaging audiences. The differences between the consumer experiences on the Voice, Bakotopia.com and Morris' Blufftontoday.com are very slight.

But there are some very large differences in our back-end technical approaches. Very early on, Yelvington's team started building its social media sites on the open-source Drupal platform. The Californian started its sites first with a vendor, and then partly out of the frustration of that experience, moved in the other direction and began building our own stuff.

There are some good reasons behind this. Compared to Morris, which has 13 daily newspapers, 33 radio stations and magazines in multiple states, the Californian is tiny. When my boss Mary Lou Fulton started the Voice, the Californian didn't have a single software programmer or system administrator on staff. Our complete lack of dedicated technical support staff made modifying an open-source tool difficult. We couldn't do anything on our own and had to rely on vendors and outside contractors to guide many of our decisions.

When I started in 2004, before the Californian had any niche products or technology to speak of, I wasn't satisfied with using vendors and I started playing around with various open source tools. We launched Bakotopia on an open-source platform called Noah's Classifieds. It was a great one-trick-pony platform for simple Craigslist-list style listings, but we wanted to do a lot more than that. In the end we saw that it had to be modified so much that we faced two choices: build a bunch of new functionality around a core to make it do something it wasn't designed to do, or spend an extra month building a new core that was a better fit for our long-term needs.

Before investing in a fully custom solution, we looked at other open-source tools, including Drupal. I liked the way it was structured, but found that it had stability issues and just wasn't all there yet (I used it on my blog for a good 4 months before it crashed and took all of my postings with it). The Californian couldn't wait for the perfect open-source solution to emerge and I didn't want to risk staking the future of this 140-year-old media company on a promising, but at the time still adolescent, technology.

So we started "rolling our own" and, to our amazement, ended up with the award-winning Bakomatic platform. That was the right thing to do at the time, and we will continue to use and enhance the system. It still has some unique functionality and experiences that don't exist in Drupal -- for example, the Inside Guide business directory and a Facebook-like Personal Inbox. And in some respects we can innovate faster with it because we don't have any external dependencies on other projects.

However, we don't have any strong religion about proprietary technology, or any technology for that matter. Whenever a new need comes up we think first about the end-user and specific business goals, and then see how different technology solutions meet those needs. We're technology agnostics.

Printcasting is unique for us in that it needs to work really well in Bakersfield, then be quickly adopted by partners in five other cities, and finally made available to anyone under an open-source license (read more about the three phases of the project).

Building the features on our own proprietary platform was one solution that would have required releasing some or all of our code to the open source community. We briefly considered doing that, but then realized that technology was only half of the picture. We also needed an open-source community. We decided that the project would have a bigger overall impact if it was connected to an existing open-source movement versus trying to start our own competing movement.

Four years after our initial evalutation, Drupal is well out of its adolescence and is an ideal launching pad for almost any social media tool. By making modules for the consumer-facing pieces and tying them into PDF generation on the back end (which by the way would not be done by Drupal, but the end-user will never know or care), we know that thousands of existing Drupal sites, and many more thousands to come, will experiment with what we build. Not only that, they will take what we do and make it better. That's perfectly aligned with the goals of the Knight News Challenge.

Will the Californian use Drupal for more projects? Maybe, or maybe not, depending on the project. We're also now using Ning sites as a low-cost way to serve smaller niche audiences. If they show promise, we invest more resources and move them into our larger network. If not, it's really easy to shut down a Ning site. Ning didn't even exist when we started down the path of social media. In another four years who knows what else will be out there?

Drupal is looking really good now based on our current needs, and it may continue to look good in another four years. But if there's one thing I've learned it's that innovation relies on flexibility and open-mindedness. The minute you put a stake in the ground, you're cutting off your options and your rate of innovation slows down.

One thing that has bothered me since I re-entered the newspaper industry after nearly 7 years away is how it's always looking for one silver bullet. Perhaps that's because the industry relied on one solution (the daily printed newspaper) for its entire existence up until now. But times have changed, and one solution to every problem is no longer feasible.

Innovation requires the opposite of silver-bullet thinking. It's an ever-evolving process that requires constant experimentation, evaluation and change.

Or put another way, feel free to drink someone else's Kool-Aid, but make sure you buy the variety pack. Today's Black Cherry may be tomorrow's Blue-Dini or Purplesaurus Rex.

printcasting, knight news challenge, news innovation

News Challenge Marketing Gig

The Knight Foundation is looking for a Web 2.0-savvy marketing freelancer from July to September to help spread the word about the 2008/2009 Knight News Challenge contest. You can read the contract description here. Sound like you? Send an e-mail to knc-marketing@abcdelta.com.

If you're the type of person who lives on Twitter, Facebook, Seesmic and whatever is right around the corner, and you have a good network of connected peeps, this is a great way to get paid to do what you're probably already doing. And as a News Challenge winner, I can also tell you that it's a great way to meet some wicked smart, fun people. That includes this year's contest coordinator Susan Mernit, one of the smartest tech innovators around.

News Challenge, marketing jobs

Printcasting in the Blogosphere

The word about Printcasting is starting to spread on the blogosphere. Here are a few recent posts mentioning the project -- for which we are very grateful.

• Fernando Pizarro of the Honolulu Advertiser puts Printcasting in the context of a larger trend of reverse publishing. Many newspapers, like the Advertiser but also The Bakersfield Californian, now publish content online first and then feed it into print publications.
  
  I think the big difference with Printcasting is a) that we give total publishing power over to regular people, b) we allow it to happen automatically, c) we don't require printing and distribution in order for people to read, as they can also subscribe to receive PDFs in e-mail, and d) there's a significant self-sere advertising component that is not dependent on a sales person for every ad.
  
  
• Kristen Taylor from The Knight Foundation is publicizing our screencast of early User Interface concepts.
  
  
• The AFP's MediaWatch site is including a link to my MediaShift Idea Lab post.
  
  
• Fellow News Challenge winner David Cohn posted this impromptu video of a demo I gave him at the MIT Future of Civic Media conference. (I reluctantly link to it, but not because of Dave, who rocks. I really hate videos of myself. So focus on the ideas and not on the bumbling, talking head :-)
  
  Speaking of Dave, check out his own News Challenge project Spot.us, which will take the idea of community-funded reporting to new levels. If there's a story you want to fund, you'll be able to drop some coins in a tip jar -- kind of like Barack Obama's approach to election fund raising. Very cool! Hopefully one day every Spot.us reporter can have an instant Printcast, too.
  
  
• And finally, 2007 News Challenge winner Lisa Williams says she can't wait for us to build Printcasting so she can have an instant magazine for her blog. Music to my ears!
  
  Speaking of Lisa, she and Susan Mernit are now in a partnership together for a new company called Peoples' Software. There aren't many details available yet about what they plan to build, but I've talked to both and I can see the light in their eyes. It will be fun to see what these two smart innovators cook up! Susan is also also running the Knight News Challenge for its 2007/2008 round.

printcasting, knight news challenge

Why Print, and Why Now?

It's been more than a week since the Knight News Challenge winners were announced, which included our Printcasting project and many other cool ideas. It's been really interesting to learn more about all the projects, many of which are about new delivery mechanisms for local news and community.

So now that the dust has settled, it's a good time to address the unspoken question that I know is on many peoples' minds.

I'm someone who has been involved in digital media innovation for 13 years, and one of the early people in the newspaper industry to bring user-contributed content and social networking into the fold. I know that online social media is redefining the entire media business model, and have even done my part to accelerate that.

So why in the world am I supposedly leaving online media to go back to print, which many techies (and not just a few traditional journalists) consider a dying medium? And why at a time when every month we see new reports of falling newspaper print circulation?

And the answer is that I'm not. On the contrary, I'm seeking to bring all of the energy and excitement of social media into the world of print, and make local print distribution of online content an integral part of the fabric of Web 2.0.

In all the justified euphoria surrounding the emergence of the social Web, I fear that the newspaper industry has developed some unhealthy biases about its native print medium that are based on the assumption that the print-to-digital transition is a zero-sum game. As a result, we see continued innovation around pure-play online content (good) and almost no true innovation in the print model (bad!)

Yes, there are plenty of redesigns and creations of new niche print publications, but those don't count as true innovation of the model in my opinion. Just as we've done with user-contributed content, we need to think about fundamental changes in how print products are produced, and by whom, so that print is part of the social media revolution.

Arianna Huffington, the Huffington Post editor who spoke at this year's Editor and Publisher Interactive Media Conference, put it best in her keynote speech. Said Huffington, "I don’t believe for a moment that print is dead. I think newspapers, and media in general, have a tendency to think about everything in terms of the delivery mechanism."

And lately, in terms of innovation, we seem to be focusing mostly on the Web, a little on mobile and not at all on print.

I suspect this bias is partly to blame for why most newspapers still have "print people" and "online people" after more than a decade since the advent of the consumer Internet. With a few exceptions, anything new and cool tends to be focused 100% on the Web and completely ignore print. Newspapers seem to increasingly hire people who are focused on digital media, and lose people who focus only on print -- which is a shame since both of those camps can, should and must come together.

But a funny thing happened on the way to the social networking forum that is either getting lost in the new-media hubbub, or intentionally ignored. While we see more and more activity in local online social networks, all of the real revenue growth is still in print. And it's coming through the back door in new niche print products which contain content that's submitted online by local consumers.

The concept of Printcasting really started in 2004 after the launch of The Northwest Voice, the first so-called "citizen journalism" product created by a U.S. newspaper. This is the now-familiar approach of letting people write stories about their neighborhood, which are then reviewed by an editor and placed in printed publications that are delivered to everyone on the block.

We see this with the Voice, others like it such as the Denver Newspaper Agency’s YourHub.com and magazines like New West and 8020. All of these work because they have print editions.

There are two reasons for that. First – and I know that this will shock some of the digerati – average people love the idea of seeing their content printed and locally delivered. That's the primary reason they spend time writing their stories. I have no way to test this, but I would bet that the quality of content in citizen media products that include print editions is higher because people know that once it's printed, everyone will see it and it can't be changed.

And second, local advertisers also like print when they can afford it. When you see that newspaper advertising is faltering, it's not because local businesses are saying they don't want to advertise. They're saying that they can't afford the high rates required to print 70,000, 120,000 or 200,000 copies of the same ad in the hopes that it will reach the much smaller number of people it was intended for. Because we have not solved this problem, they increasingly avoid the newspaper and turn to more targeted local delivery mechanisms, such as direct mail (hello – a print medium!) which costs less to get a message out to locals who are more likely to want their products.

The bitter irony for newspapers is that of all industries, we have more experience around creating and delivering local news and information in print than anyone. And yet, even the U.S. Postal service, with it’s snazzy Click2Mail service, is doing a better job than we are at delivering customized information and advertising in print. Let me restate that for emphasis: an institution that is part of the bureaucracy-laden federal government is doing more around personalized print delivery than newspapers.

With all due respect to the post office, that's just pathetic.

At The Bakersfield Californian, we've had a lot of success with local niche-focused social networks that include print editions. We're very good at identifying an audience with unmet information needs, creating a publication and Web site, and leveraging peoples' online contributions for printed magazines. And we’re getting better at selling ads in those publications.

But the challenge is that for every audience we identify, there are 100 others that we miss and may never identify, and even if we did we could never hire enough people to manage those publications and Web sites. That's the nature of todays fragmented media world, where less time and more choices naturally eat away at traditional aggregation-centered media models. That's where automation and citizen publishing tools come in – the very heart of the Printcasting concept. We want to, and really need to, tap into peoples’ passions so that they can create new niche publications all on their own which local advertisers can afford.

If this idea sounds interesting to you, I hope you will join our growing community of interested individuals at our Web site: http://www.printcasting.com. It’s a place to review our ideas and participate in discussions that will help ensure this project is a success. And I hope it also has another effect of breaking down the self-inflicted, anti-print stigma that has developed over the years.

The attitudes about print aren't all bad, by the way. Over the last few months I've been happy to discover that there are many people and companies out there that are orbiting around the same basic ideas. Thanks to MediaNews Group’s Peter Vandevanter, there’s even a global personalized print conference (in which I'll be a participant). Thanks to the convergence of good ideas and promising new print technologies, we may be at the beginning of a new global movement around personalized print creation – the child of the Zine explosion of the 1990s. It couldn't come at a better time, or a moment too soon.

printcasting, newspaper industry, the bakersfield californian, knight news challenge

Printcasting story in Rocky Mountain News

The Rocky Mountain News has a story today about Printcasting, a tool we'll be building that will let local people aggregate RSS feeds and local advertising in personalized print publications (through PDFs). Printcasting is one of 16 winners of this year's Knight News Challenge. Thanks to Janet Forgrieve for doing a good job with the interview and final story.

And with that -- even though I can get this online, I'm off to a coffee shop to pick up a copy in print for my scrapbook. Print still matters! :-)

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knight news challenge, printcasting, bakersfield californian

Mediashift post about my colleagues from Bakersfield.com

Mark Glaser from PBS's Mediashift blog has a great post about a training session at the Knight Digital Media Center in Berkeley, California. It included two of my colleagues at The Bakersfield Californian: Jason Sperber, our Community Content Coordinator, and Jennifer Baldwin, Contributions Editor.

What Jennifer says about local users really wanting to see their content in print is true, and it's partly what inspired us to think about how to make it even easier to make that happen through Printcasting. I'll be spending the next two years work on that project, thanks to a generous grant from the John S. and James L. Knight Foundation -- part of their five-year, $25 million Knight News Challenge program.

Speaking of Jason Sperber, he, Mary Russo and a larger cross-company team just launched a new site for local parents using Bakomatic called Raising Bakersfield. It will also have its own print edition. Kudos to them!

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the bakersfield californian, knight news challenge, raising bakersfield