Introductions and discussion of workshop plan, including what’s expected of the content teams, and encouraging innovation and diversity in the final projects.  Team topics are:  Immigration Redux, Election 2008: The Primaries, and Climate Change.

• Vikki Porter, director, Knight Digital Media Center, USC Annenberg School for Communication

• Amy Mitchell, Deputy Director, Project on Excellence in Journalism

What do you need to know and why about who they are and how they “consume” online news?  How do you go about knowing your audience?  Review of tools, techniques, data analysis, other strategies, etc.  How do you serve and grow your audience?

• Neil Chase, Federated Media Publishing, President of Author Services
• Michael Pond, Media Analyst, Nielsen//NetRatings

Informal discussion of what online editors believe their roles are within their organizations and how it relates to journalism.

Standards, quality and ethics: Manipulation, attribution, verification and deadline decision-making

• Bill Mitchell, Online Editor, The Poynter Institute

• Ashley Wells, creative director, MSNBC.com

Online copyright and fair use of copy, images, video and audio, intellectual property rights, privacy, libel and defamation

• David Wittenstein, Media and Information Technology practice, Dow, Lohnes & Albertson, PLLC

• Eric Ulken, Editor for Interactive Technology, LATimes.com
• Rachel Nixon, former Deputy World Editor, BBCNews.com

Blogs, Wikis, Social Networking and User Generated Content Meet Journalism

What happens when the audience becomes content producer on the nation’s top Web sites?  Do you “moderate” or let ‘er rip?  How do journalism values and standards survive a User Generated Content world?

Moderated by Michelle Nicolosi and Amy Gahran

• Michelle Nicolosi, Assistant Managing Editor, Interactive, Seattle Post-Intelligencer
• Amy Gahran, Editor, Poynter Institute's group weblog, E-Media Tidbits, and Conversational Consultant
• Michael Davidson, CEO, Newsvine
• Kinsey Wilson, Executive Editor, USAToday.com
• Neil Budde, Editor in Chief, Yahoo! News
• Mitch Gelman, Executive Producer, CNN.com

How to program front-page news and other content to drive and deepen user engagement, including:  Planning content: How is it done? • How to plan content on an annual, monthly, weekly and daily basis • The Thin Green Line (content, marketing and advertising) • Data-informed decision-making • Embracing the engineer

• Don Sena , Managing Editor, MSN Portal, MSN.com

Examples of critical decision-making in a tight deadline environment.  Case studies for teams to analyze, discuss and drive out decision-making.  Fellows’ own case studies for group discussion

• Bill Gannon, Director of Online Operations, Lucasfilm Ltd.

Q&A working lunches with teams, topic experts and specialized journalists on content project topics.
• Immigration Redux:  Marc Cooper
• Election 2008: The Primaries:  William Bradley, Garry South, Don Sipple
• Climate Change:  Jim Detjen

• Marc Cooper, Associate Director, Institute for Justice and Journalism, USC Annenberg School for Communication
• William Bradley, Political Analyst and Writer
• Garry South, Democratic Political Consultant
• Don Sipple, Republican Political Consultant
• Jim Detjen, Knight Chair in Environmental Journalism, Michigan State University

• Bill Gannon, Director of Online Operations, Lucasfilm Ltd.

Teams present their projects with critiques by fellows and faculty

Workshop exercise and wrap-up.

• Vikki Porter, director, Knight Digital Media Center, USC Annenberg School for Communication