CUNY’s Entrepreneurial Journalism Program
Posted on 08. Dec, 2010 by Peter Hauck.
CUNY Graduate School of Journalism professors Jeff Jarvis and Jeremy Caplan discuss the school’s innovative Entrepreneurial Journalism program, funded by the new Tow-Knight Center.
You can also view the video at Vimeo.
For more information on the program — and how to apply — please click here.
Here’s the curriculum.
Or download the curriculum on google docs.
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Entrepreneurial Journalism: The Future Is Now
Posted on 20. Sep, 2010 by Peter Hauck.
The City University of New York Graduate School of Journalism announced today it will establish the nation’s most intensive program in entrepreneurial journalism with the creation of the Tow-Knight Center for Entrepreneurial Journalism and the nation’s first Master of Arts degree in Entrepreneurial Journalism.
The $10 million Tow-Knight Center will receive $3 million in funding from the Tow Foundation of Wilton, Connecticut, and $3 million from the John S. and James L. Knight Foundation, supplemented by additional foundation grants and in-kind contributions of staff and technology from the CUNY J-School.
The Center, under the direction of Professor Jeff Jarvis reporting to the School’s Founding Dean Stephen B. Shepard, will work to create a sustainable future for quality journalism in three ways:
– Education of students and mid-career journalists in innovation and business management;
– Research into relevant topics, such as new business models for news;
– Development of new journalistic enterprises.
“We are optimists about the future of journalism,” Professor Jarvis said. “We tell our students they will build that future. To help them do that, we realized we have to give them the ability to create and run new products and new companies. We must train not just journalists but entrepreneurial journalists.”
More info here.
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Revised Business Models
Posted on 16. Mar, 2010 by Peter Hauck.
Over the last few months we have presented our New Business Models For News at a number of workshops and meetings. And we’ve received a lot of valuable feedback that has helped us further refine our models.
Although these genericized models are supported by extensive, well-documented research, they are but one possible view of the future. They represent a stake in the ground. Clearly, our models cannot address the specifics of every individual local market. That’s why we invite you to download our spreadsheets and plug in your own assumptions. The latest spreadsheets and business plan summaries are available here.
(Note that our work in new business models is underwritten by the McCormick Foundation and the Knight Foundation.)
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NewBizNews: What ad sales people hear
Posted on 05. Feb, 2010 by Jeff Jarvis.
Recently, at CUNY, we held a roundtable for ad sales people from hyperlocal blogs to big newspapers to hear what they are hearing from local merchants. We’re wrapping up our research for the New Business Models for News Project — indeed, it was Alberto Ibargüen, head of the Knight Foundation that funded this work, who said he really wanted to hear sales people’s perspective — and beginning research for Carnegie-funded work on new ad models, products, service, and sales methods, working with The New York Times on The Local. Some of what we learned; the first four are the most important to me:
* Most important, I think, is that we won’t be selling media to merchants — banners ‘n’ buttons — so much as we will be selling service: helping them with all their digital needs, including optimizing them in Google and Yelp and social media and mobile. I’ll write a post with more thoughts on this shortly.
* Voice matters. Local bloggers said they are must-reads because of their voice in the community (the human voice of the neighbor over the cold voice of the institution) and that — along with a constant flow of posts and news and the audience and conversation that attracts — makes them must-buys for advertisers. One blogger made the newspapers visibly jealous reporting that advertisers are coming to the blog asking to advertise because they had to be there. Another way to look at this: The service must be part of the community. One of the bloggers covers new businesses in town because that’s news; ads may follow but even if they don’t, the site will cover commerce in the community.
* There is interest in network sales. One newspaper exec in the room said she’s jealous of the new advertisers smaller bloggers get and would be interesting in having those bloggers sell into her site. The blogger is also interested in getting revenue from larger advertisers via the newspaper’s sales. That networked approach is key to the optimization of value we projected in our new business models for the local news ecosystem: the advertiser can be better served by appearing in more services with easier purchase; the large site can get new customers it could not otherwise afford to sell; the small site can get large advertisers it could not otherwise attract; all ships rise on this tide. (However, we must find a new word instead of “network,” as it has low-value cooties associated with it. Alliance? Ecosystem? Suggestions?)
* We at CUNY are going to be investigating the possibilities for citizen sales — new sales forces and new sales businesses that can sprout up alongside and help support the new news businesses. The group saw potential here but also saw the need for training and quality control.
* It’s clear that local merchants still need education. In the early days of the web, we had to sell advertisers not just on the value of our sites but on the value of the internet itself. That effort continues with smaller advertisers. That means that there’s a greater cost of sales. It also means that this is a means of sales — come to our internet seminar (a technique that is working for various of the participants). And I see a role here for organizations such as universities (not to mention chambers of commerce) to help local merchants understand the value of the internet.
* Local ad agencies also need education still.
* There was some debate about the sophistication of local advertisers and their need for data, but it’s clear that in many cases, media have to collect, analyze, and present data on performance and return on investment. One of the more established companies said all that matters to small advertisers is ROI (return on investment: feet to the door and ringing cash registers). One of the newer companies said more data is needed to prove performance and value. In some cases, we will measure will be attention, in others leads produced, in others sales, and in others more intangible measurements about community and relationships. At our conference on new business models for news in the fall, Gannett talked about research it did with Ideo that found that very local merchants need discovery (read: search) but in many cases, their customers already now they’re there; so what they seek is better relationships with their communities; how do we deliver and measure that?
* The simpler the better. Local merchants are not buying CPM-based advertising. They’re buying timed sponsorships. They want to see the ad they bought on the site.
* Google is playing a bigger and bigger role in local (via the web and now mobile). Some local merchants don’t bother having a site; their ads link to their Google place page.
* One old law of sales is still true: get one butcher advertising and that helps force the next one to join in.
* Self-serve platforms for buying advertising are not the answer. Sales is still needed. I’ve heard that in more than one horror story about low revenue from build-it-and-they-will-come efforts. Once an advertiser is sold, I’ve also heard of success in enabling them to update their ads (e.g., providing them with advertiser blogs).
* Replicating print ads online doesn’t work for advertisers or readers. No surprise there; the only surprise is that publications and merchants still try.
* There are other products besides advertising to sell: email, events, coupons (which work well for many local sites). There was some debate in the group about the value of video as a vehicle for advertising and as a form of advertising itself. More experimentation is needed.
At CUNY, our next step will be performing research with local advertisers/merchants. Then we’ll work on R&D on new ad forms. Then we’ll try to train citizen sales forces. This is the next step in our work on new business models and sustainability for news. Stay tuned.
: LATER: In the comments on this post at Buzzmachine, Dave Chase of SunValleyOnline adds great notes:
Great observations and consistent with what I have heard/seen from working with lots of local advertisers at SunValleyOnline which is one of the sites talked about in the CUNY “census” you guys did that has managed to build a reasonable (and profitable business). I generally agree with what you’ve laid out but will amplify or differ with a few items.
1. Education: Hands down the biggest need I’ve seen. Sales people need it. Merchants need it. Local agencies/marketing consultants need it. Citizen ad sales will really need it. It’s the reason I collaborated with a former colleague to create a how-to resource for local merchants on marketing in the digital age that I’m making available to the ventures I’m involved with. I believe there’s scalable ways for local sites to tap into this without having to do all the training themselves that can also serve as lead generation.
2. Tools for advertisers to manage their own ads: Despite having two tools (Impact Engine and Mixpo) that have very easy interfaces and through much encouragement, virtually no advertiser is taking advantage of it. They simply want us to take care of it. The advertisers I’ve worked with aren’t sophisticated at all from a marketing perspective.
3. VideoAds: This is primarily a function of the size of advertiser you are going after and where they’ve advertised. Generally, it’s the bigger advertiser who has run TV ads before that will be candidates to move $$. Turns out one of the categories where $$ are finally starting to move is political ads. The recent Supreme Court decision will accelerate that. Dynamically built videoads is a particularly promising area and is something that took place in the recent Massachusetts Senate race (on the winning side). There’s some powerful tools that allow A-B testing, message optimization, etc. that are accessible even to the smallest advertiser.
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Entrepreneurial journalism on the air
Posted on 17. Jan, 2010 by Jeff Jarvis.
On this week’s On the Media, Bob Garfield interviews me about CUNY’s entrepreneurial journalism program and the idea of teaching journalism students business. See our conference (call) with J-schools around the world that are starting to teach entrepreneurial journalism. We also discussed the New Business Models for News Project.
(Note that our entrepreneurial journalism course is underwritten by the McCormick Foundation; our work in new business models is underwritten by the McCormick Foundation and Knight Foundation; and our work in new business models in hyperlocal is underwritten by the Carnegie Corporation of NY.)
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John Paton on newspapers' future
Posted on 11. Jan, 2010 by Jeff Jarvis.
Two newspaper companies hired new chiefs last week. The Star Tribune hired Michael Klingensmith, my former colleague at Entertainment Weekly, and Journal Register hired John Paton, now head of Spanish-language publisher impreMedia and a newspaperman with roots in Canada. The latter didn’t get the attention it deserved.
Paton has executed a strategic vision at impreMedia, turning it into company that truly puts digital first, hiving off functions that don’t add value and cutting costs to make the company sustainable (that’s the half of the budget that gets too little attention these days), and beginning to build a new relationship — including a commercial relationship — with the emerging ecosystem of news.
Klingensmith, on the other hand, is a big-media executive. I was disappointed that the Star Tribune did not take the opportunity of bankruptcy — or of this hire — to redefine itself. That’s painfully evident in Minnesota Public Radio’s interview with Klingensmith, in which he talks about print and portals. (Sherman: Stop messing with the wayback machine; it’s not 1999 anymore.)
Paton’s work is largely unsung because the product is in Spanish. That, I think, is why his announcement didn’t get as much attention. So I decided to interview Paton via email about his plans for Journal Register. (Disclosure: In our discussions about the future of news, Paton has become a friend and an advisor for the CUNY J-school and my entrepreneurial class.)
JARVIS: What did you do at Impremedia to make it a sustainable news company in the Hispanic market?
PATON: The first thing we did was to decide that in our company, a print company, when it came to products we would be digital and brands first and print last. It was our radical way of focusing everyone on the future. By recognizing our competitors and our future were digital everything we built and did had to follow that decision.
More than two-thirds of any newspaper company’s expenses are in support of the core business of content, marketing and sales. Our digital competitors don’t have that two-thirds cost structure, so we attacked. it. We outsourced all printing, distribution and pre-press ad make up and page make up. We plowed a big part of the savings into expanding our digital resources – web, online video, mobile platform and widgets. We standardized I.T. We then outsourced the back end of all our digital support. Then we started cross-training journalists into one-person multi-media journalists – an ongoing process.
The second decsion was we would let the outside world in. We would share our content for free and we would play with anyone who wanted to play with us – mainstream media or bloggers. That led to our relationships with ESPN, AOL, MySpace, etc. And our launching of the Community E-Journalism Labs in Los Angeles and New York where we said we want to work with entrepreneurial journalists and help them make a living. We have opened up discussions with companies like SeeClickFix and Outside.In to augment our resources and let us re-allocate ours.
The third decision was that we would put in place a very strict protocol that follows the new news ecology of news creation and consumption. Every story of merit is first sent out as a mobile alert, then it goes to the web. After that our publications, editors and journalists use social media to push audience to the web. This process is repeated and enhanced all day with the addition of video and audio. The last step is the printed product. We are currently working to change that product to be a very different product which has to reflect how much of that story has developed and been consumed.
The result was in less than two years we went from 9 products on two platforms (print and crappy publications sites full of shovelware) to nearly 100 products on 7 platforms – with about 45% less costs.
* * *
JARVIS: What are your plans for Journal Register? What will a paper there look like in 1-5 years? Will it look like a paper?
PATON: JRC needs to enter the modern news age in a much more focused and vibrant way. That means the re-allocation of resources to a digital first and print last focus.
In my opinion, JRC is too much like most of the newspaper industry – closed to their communities and input from the outside world. They need to understand the papers and their online counterparts are just a part of the news ecological system.
One of the first steps will be to establish community E-Journalism labs in our communities where we have dailies. There is no way to be hyperlocal without harnessing the power of entrepreneurial journalists and the labs help do that by making content and more importantly sales arrangements with those entrepreneurial journalists.
Second step will be to initiate and, in some cases, expand relationships with companies like Daylife, Outside.In, SeeClickFix, GrowthSpur – any company that lets JRC expand its resources in content, audience and sales while allowing it to re-allocate and focus on its core business. I am very excited about ideas like explainthis.org and others that look at community crowd-sourcing for assignments.
The third step is to tackle the two-thirds infrastructure cost bucket.
Down the road print will change. I suspect the physical size will change and the print content will be much less “he said yesterday” journalism. The focus will become very local with national and international news procured from the very best sources. With so much of the breaking news on the digital platforms, print will become longer-form journalism complimented with vibrant opinion pieces to spark and facilitate debate of issues of importance to the communities. The online forums will expand and continue that debate.
Print will also become a much more malleable term expanded to mean the tablet versions of the actual print product.
* * *
JARVIS: I’ve argued that the future of news is entrepreneurial. Here you are, trying to update an institution. GIven the cost structure and culture of traditional news companies — and their failure, all in all, to reimagine and remake themselves for the digital age — what makes you think that it’s better to spend your time reforming an old company than starting a new one?
PATON: That is a very valid question.
Essentially, I believe that despite the traditional cost structure, the legacy companies do have a running head start with deep relationships with readers and advertisers and their communities. They have solid, if challenged, revenue streams and they are profitable. There are no technological or web content developments closed to them and they can harness that profit to change.
At impreMedia we proved legacy media can be changed.
Finally, while now only one part of the news ecological system, legacy media is an important part. Continuing the core mission of local journalism going forward on multiplatforms, profitably, I beleive. is an important mission for this country.
* * *
JARVIS: OK, now focus on one ecosystem — say, New Haven’s. Besides JRC’s paper and site, the Register, the town has The New Haven Independent doing good and pioneering journalistic work online. There are independent bloggers. There are students covering the university. There’s an alternative paper. There are new sources of information, such as data from government. There’s Spanish-language media, a market you’re familiar with. There’s broadcast. So once you focus the Register and its resources on its greatest value, what is that value? What should your news organization add to the ecosystem? Is it more than reporting? Curation? Community organizing? Education? What else? And what does this mean for skills a Register journalist should have?
PATON: The New Haven Register has a long and deep commitment to journalism in New Haven. It can trace its history through predecessor companies and founders to the Connecticut Gazette co-founded in 1755 by Benjamin Franklin. Some of the first newspapers in the country were founded in and around New Haven. They have always changed to survive and can continue to do so. But now only as one part of of the news ecosystem.
The Register can bring something most new competitors cannot to the party – resources. It has more advertiser relationships, more revenue, more staff and more profit than any of its competitors. It can harness those resources to make the kind of business relationships with entrepreneurial journalists and companies that are doing fantastic work in that community. By doing so it expands that work and will let the Register focus its resources on other initiatives.
This approach lets the paper, as a news organization, engage again in investigative journalism and in-depth reporting of issues of importance to the community. It lets the company’s journalists spend time data mining important government information and developments that may not necessarily be highlighted.
Re-allocating the Register’s resources to create compelling original content is one benefit but the ability to curate content and add resources to put that info in context is also very exciting. Those efforts will stimulate debate in the community and the paper will become a much bigger forum for that because of those efforts.
Importantly, this approach will let the paper re-connect or perhaps connect for the first time with constituencies that either don’t engage with the paper or perhaps feel disenfranchised by the paper’s current coverage and platforms.
* * *
JARVIS: Now please answer the same question from the business perspective: What will the the Register’s commercial relationship be with the ecosystem and economy of New Haven? There are all those entities above plus craigslist and local merchants’ own sites. You’ve already talked about making sales arrangements with entrepreneurial journalists (I say: bravo). Will the Register still compete with those other enterprises? Can it be a platform for their success — and how? At impreMedia, you’ve told me, you hived off distribution, enabling former employees to set up new companies that now serve not only impreMedia’s properties but also Impremedia’s (former) competitors. Do you see something similar happening with local papers? What will the heart of the Register’s own business be? What’s not core?
PATON: No legacy media news company can move forward and become hyperlocal, as it must, unless it harnesses the power of entrepreneurial journalism. And the only way to harness the power of entrepreneurial journalists is to make them your partner and help them make a living. The E-Community Journalism labs will strike content and sales relationships with community members. We will faciliate cross-publishing with some, ditto sales. Sales training will be important. The motto will be that if they win we win too. The Register, as can any community daily, afford to lead the way in these developments. No business deal works if it is too one-sided.
I believe it is important we use the power of our traffic to strike ad relationships with local merchants. By creating vibrant search directories we help drive traffic to the merchants’ sites and stores. Hitching those directories to the power of Google is a win-win for everyone. There are so many ways we can help ensure a vibrant future for the communities we serve.
It is still too early for me to know what outsourcing initiatives will be undertaken but I can say that in my past experience this has resulted in employees being set up in independent, vibrant and profitable businesses and working with our competitors to lower costs and drive profits.
The newspaper industry has been scelortic in its ability to change. It now must find the willingness to do so and become much more flexible than it has ever been.
* * *
Jeff, I should add to my comments I just sent you that I am still stupified at the amount of fear in the newspaper industry. I believe that fear has got to the point that it cripples critical thinking and action. More of the same with less is just prolonging a sure death. Thinking about change and implementing it ensures survival as news organizations….
One more, one more thing: Newspapers need to become fearless again about making their mistakes in public. We used to be good at that. We lost that along the way. The web and is ever self-correcting actions make for a fearless place of ideas.The industry has to find the strength to execute, fail and execute again, again and again. And we have to stop talking and start doing. We should remember our Ben Franklin: “Well done is better than well said.”
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The state of the art of news
Posted on 11. Jan, 2010 by Jeff Jarvis.
My response to the Project for Excellence in Journalism’s study that found most original reporting in Baltimore still comes from major media:
No shit.
We need a study to determine this? Well, maybe we do. I think it is worthwhile to have a baseline to compare where news goes in years to come. When I argued the need for an audit of news today with a Google News creator, he wondered why today’s news should be the starting point. My response: Only because that is where the conversation is, as in: “What are we going to lose?” So fine, let’s measure the value of what exists today and look at the resources that go into producing it (including the waste on repetition and commodification). So fine.
But I think the study also brings some dangers.
First, predictably, it only fuels the defensive passion of old media nya-nyaing the news, witness the NY Times: “But the study offered support for the argument often made by the traditional media that, so far, most of what digital news outlets offer is repetition and commentary, not new information.”
Second, it defines news as news has been defined. We should be rethinking our definition of what is news — for many people, it’s not stories about juvenile justice, one of Pew’s subjects — and how it should be covered — not necessarily in articles — and how it is spread — that is the role of blogs and twitter — and not be stuck in old measurements.
Third, it sets up a strawman and then lights the match: Do blogs give us most of our news? No, they don’t. Well, then, they must be worthless, eh? We’ll be lost without big, old media, won’t we? Just what we need. (Though to the study’s immense credit, it also notes how much of local news is repetitive and does not include original reporting.) “This study does suggest that if newspapers were to disappear, what would be left to aggregate?” Tom Rosenstiel, director of the PEJ, told the AP. There’s the strawman: Without papers, we’ll be without news. No, we at CUNY believe the market will deliver it more efficiently and perhaps — perhaps — more effectively. It may not be news as those papers defined it.
We must keep mind that we are at the dawn, the very dawn of the new news ecosystem. There is no scalable business model in place — though, in our studies at the New Business Models for News Project at CUNY, we see them on the horizon and we see new companies starting to build it. When the Associated Press called me about this study on Friday, I said I knew of four dozen reporters in New Jersey who have left their jobs at newspapers and are dying to continue reporting in entrepreneurial startups and are waiting for the kind of help we envisioned in our project. Companies such as Impremedia and The New York Times are just beginning to consider their relationships with the ecosystem.
We are also just beginning to see experimentation with the form of news, moving past the articles the study measures. News is becoming more of a process than a product; it is being disseminated in new ways thanks to search and social and algorithmic links. News is changing.
So I’m fine to look at the PEJ as a historical artifact, a touchpoint for future discussion. But, for God’s sake, don’t consider it a write-off of that future.
(CUNY’s business models work has been underwritten by the McCormick Foundation, the Knight Foundation, the Carnegie Corporation, and the MacArthur Foundation.)
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Teaching entrepreneurial journalism
Posted on 11. Jan, 2010 by Jeff Jarvis.
On Friday, we at CUNY had the honor of playing host to a conference (call) for more than two dozen educators around the world — New York to Arizona to Berkeley to Guadalajara to London to Oslo — who are teaching or starting to teach entrepreneurial journalism.
Here’s the wiki where we will continue to share syllabi, case studies, course materials, and videos. Here is a link to download the recording of the hour-long call (fast-forward past the howdys).
We share similar but not identical goals. We all agree that it’s important for journalism students — and journalists — today to understand the economics of news. Some of us add that it was irresponsible of our institutions not to teach this in the past. We agree it is important to bring entrepreneurship into the industry. Some of us concentrate more on new entrepreneurial ventures, others more on bringing innovation into existing companies. Some say journalists aren’t cut out to be entrepreneurs (I disagree) but all agree that entrepreneurship is a way to teach both innovation and business. Some notes from the call:
* At Arizona State, entrepreneurship is now a required course for journalism graduate students. AS emphasizes the need to get journalists to learn how to talk to people in other department and disciplines: how to work with engineers, especially. So AS gives student teams budgets for programming their projects; they’re looking at offering 5-10 hours per team for AS programming resources and 5-10 hours for programming resources teams find outside. They want teams to build but don’t want them to be tied to one platform. Cool, eh?
* Larry Kramer at Syracuse asked about cooperation between journalism and business schools but on the call there were notes of caution. Business students, one said, aren’t there to be entrepreneurs; business school teach corporate culture, said another; and these business students also don’t learn media. Kramer wants to teach the Harvard Business School case method but is looking for cases written from the journalistic perspective.
* Seek and ye shall find: Bill Grueskin of Columbia said the school has used a Harvard Business School case on the Norwegian wonder, Schibsted, and HBS will have another on Huffington Post. But HBS charges. Columbia created such a case on Politico and offered it to fellow faculty for free. Columbia also teaches a 60-minute MBA course and is putting that online.
* David Westphal of USC talked about the pluses and minuses of teaching interdisciplinary classes with students from various pursuits; he said it’s worth the effort to get different perspectives.
* Jay Rosen at NYU said he wants to get students to grapple with the entire problem of sustainability in journalism, putting it all on the table: journalism, audience, technology, business. He wants to “override the siloization of journalism.” He also said we need to work to attract different students who are entrepreneurially minded.
* Jim Willse, ex editor of the Star-Ledger who’s teaching at Princeton this term, said we need to give scholarships to publishers to get them into entrepreneurial programs, to change their culture.
* Many of us – Maryland, Columbia, CUNY – agreed that it’s important to have entrepreneurs and investors into class to expose journalists to their thinking.
* For our part at CUNY, here is a report from my last entrepreneurial class (funded by the McCormick Foundation) and a description of how the class works. Here also are the new business models for news (funded by the Knight Foundation) that now inspire much of our work. Note that we just added a course in hyperlocal built around running The New York Times blog, The Local, in Brookyln. We are working with The Times and others to also tackle hyperlocal advertising opportunities and challenges (funded by the Carnegie Corporation); more on that as we progress.
: ALSO: In Germany Ulrike Langer polls the journalism schools there — which operate in or close to media companies — to see what they are doing in entrepreneurial journalism and finds activity at those run by Burda and Axel Springer. (It’s in German.) Next call, we’ll have our German colleagues join us. If you know of such work going on elsewhere in the world, please let us know.
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Signs of hope
Posted on 21. Dec, 2009 by Jeff Jarvis.
David Carr wrote another good and hopeful column today (this, I told him, was his burning bush column). I’m delighted that it ended with a brief report on his jurying in my entrepreneurial journalism course at CUNY:
Meanwhile, journalism schools are no longer content just to teach the inverted pyramid. A few weeks ago, I was at CUNY’s graduate school of journalism to help judge presentations from more than a dozen teams of young media entrepreneurs. There were some clunkers, as there always are, but there were also some scary good, real-world proposals from students who don’t have to think out of the box because they were never in one to begin with.
I tried to be courteous and deferential, partly out of a small fear that I may work for one of them someday. There are worse places to end up.
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NewBizNews Conference Videos: Services & Partners (cont.)
Posted on 10. Dec, 2009 by Peter Hauck.
Representatives from a number of companies gave brief presentations (followed by Q & A) on how hyperlocal sites can benefit from their services.
Outside.in (Mark Josephson)
______________
GameChanger (Ted Sullivan)
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Buzzr.com (Ed Sussman)
______________
Transparensee (Alex Acree, Steve Lavine)
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Adify (Jim Larrison)
______________________________
