 Readership Institute MediaInfoCenter McCormick Fellows Kellogg Media Management Major |
 |
| Home About Us Research & Reports Seminars News Faculty & Staff Contact Us Search |
|
Terrence Williams discusses the value of the Advanced Executive Program. Research & Reports  Teens Know What They Want from Online News: Do You?Learn what kind of news Web site would attract and interest teenagers - as welll as many other people - in this report by MMC and the NAA America Foundation. This study developed and tested Web prototypes with teens in nationwide focus groups. Among the results are "Ten Key Lessons About Serving Young Audiences."  Online Ad Networks: Disruption - and Opportunity - for Media BusinessesAdvertising networks are increasingly defining the future of the online content business. Once just a tool for filling unsold banner ad inventory at low prices, networks have grown in size, variety, complexity - and, for publishers, importance. This report explains the impact of online ad networks and offers practical advice for how publishers should more actively manage network relationships.  How To Become 'Easy to Use' OnlineEasy to use Web sites distinguish themselves by delivering the amount and complexity of information their users want without overloading them. The key to offering the right amount of information is understanding the target audience. This report is a follow-up to previous MMC qualitative research, which indicated that being "easy to use" is a critical differentiating quality of top Web sites. |
 New MMC study says journalists ready for "Life beyond print"Today's newspaper journalists have no trouble envisioning a career where news is delivered primarily online and to mobile devices instead of in print, according to a new report by the Media Management Center. In fact, almost half think their newsroom's transition from print to digital is moving too slowly. "Life beyond print: Newspaper journalists' digital appetite" surveyed almost 3,800 journalists in print, online, or hybrid jobs at 79 U.S. newspapers about their shift from print-only to multimedia responsibilities. It found that many of these journalists are heavily engaged in digital activities in their personal lives and would like to devote more effort to digital products at work. But most of their time in the newsroom is still spent on print responsibilities. »more MMC launches new executive leadership program With a focus on innovation strategies and integrating workforce practices and procedures, the Media Management Center launched a new leadership program. The Media Executive Leadership Program participants come from commercial and public television, newspaper and online companies. The faculty are drawn from MMC's core team of professors from the Kellogg School of Management and the Medill School of Journalism, as well as professional associates. "While keeping our eye on strategy and leadership," said MMC executive director Michael P. Smith, "We are trying to push the dual ideas of innovation and intergration." Smith said that in order for media companies to be successful they must continuously innovate. "You must have an innovation strategy." He said that integration - the combining of assets or functions - makes sense, "as long as companies think of the customer first and how the customer would best be served by the combining of activities." »more Our Perspectives Online offers new opportunities, challenges for investigative reporting What it takes to tell a great story online No secret to readership: Give them something to talk about TechScout: Live Video on the Web - A crazy world that needs to be watched TechScout: rrripple: 100% Signal, 0% Noise TechScout: Separating news from fiction - Technologies that are blocking noise and even predicting the future Inside Kuwait: Media Is Booming Hope for the Media Industry Newspaper Industry On Life Support? Outsell: Readers switching to Internet for "News Right Now" Newspaper journalists want a quicker move to digital Print and broadcast top Internet for recession news |
|
|
©2010 Media Management Center • 304 Fisk Hall • Northwestern
University • 1845 Sheridan
Road • Evanston, IL 60208-2110 phone: 847.491.4900 • fax: 847.491.5619 • email: contact@MediaManagementCenter.org |