March 16 - July 31, 2009
Annenberg School for Communication, University of Southern California
In partnership with News University, a project of the Poynter Institute
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About the Seminar
Transforming News Organizations for the Digital Now
A Special Virtual Leadership Series plus two-day Guided Project Planning session
The role of the community news organization must expand to meet the challenges of the digital environment. To maintain their relevance, news organizations must gather online communities around news, information and user interests. To guarantee revenues to support their journalism, news leaders must foster site engagement and understand emerging revenue models for news and information.
The KDMC selected top editors and their publishers or revenue directors from 10 community news organizations to participate in a special customized series of webinars culminating in an expenses-paid two-day session designed to turn ideas into action. This unique opportunity, underwritten by the John S. and James L. Knight Foundation and USC Annenberg School, highlighted the best ideas and innovations available to help shape your organization’s future.
This Virtual Leadership Series focused primarily on online networks, their growing role in communications and news consumption, and what these developments mean to established local news organizations such as newspapers. Participants in the three-part Webinar series learned best practices for:
- Creating online networks and gathering audiences around them
- Measuring their value in drawing and engaging audiences
- Emerging revenue models related to online audiences.
This unique Virtual Leadership Series - developed in partnership with News University, a project of the Poynter Institute funded by the Knight Foundation— began in mid-March 2009.
During the webinar series, participants received more intensive online learning and coaching aimed at helping them develop demonstration projects that serve the news needs of their communities online while promising audience growth and potential revenue.
Following successful completion of the Virtual Leadership Series, participants attended a special workshop in July in Los Angeles where they finished their plans for implementing their projects under the coaching of recognized digital experts and entrepreneurs.
Participants were competitively selected.
Agenda
July 19, 2009, 12:00 PM - 1:00 PM
Welcome and Introductions: Who You Are and What You Plan to Do
Presentation by:
- Vikki Porter, director, Knight Digital Media Center, USC Annenberg School for Communication
- Michele McLellan, Knight Circuit Rider and KDMC Consultant
July 19, 2009, 1:15 PM - 2:45 PM
What Does Success Look Like?
Moderator: Susan Mernit, Social Media Consultant and Entrepreneur
Presentation by:
- Susan Mernit, CEO, Peoples Software Co.; Consultant and Former Yahoo! Executive
- Arturo Duran, CEO, Impremedia Digital
- Amy Gahran, digital media consultant, senior editor OaklandLocal.com
- Paul Gillin, writer and content marketing consultant specializing in technology and new media
- JD Lasica, social media strategist
July 19, 2009, 3:00 PM - 4:15 PM
Measuring the “Social” in Social Media
Presentation by:
- Dana Chinn, lecturer, USC Annenberg School of Journalism
Full Agenda
Fellows
Al Autry
senior vice president of advertising at The Sacramento Bee
Sherry Chisenhall
editor and vice president/news of The Wichita Eagle and Kansas.com
Chris Cobler
editor of the Victoria Advocate
Anthony Cuffie
sales manager for Philadelphia News
Michael Days
editor of the Philadelphia Daily News
Full Fellow List
A Duran: Strategy and Technology: Don’t Stop Thinking About Tomorrow
D Chin: Measuring the “Social” in Social Media
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