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Entrepreneurial Journalism
by Jeremy Caplan
The Agenda
7 Steps to Success
Success in Action Lessons Learned
The Agenda
7 Steps to Success
Success in Action
Lessons Learned
The Agenda
Lessons Learned
The Agenda
Director of Education, Tow-Knight Center for Entrepreneurial Journalism at the City University of New York Graduate School of Journalism Ford Foundation Fellow at the Poynter Institute Time Magazine Reporter
The Tow-Knight Center for Entrepreneurial Journalism @ The CUNY Graduate School of Journalism Inaugural Program 2011 Get Involved/More Info: bit.ly/entrepjourno
Revenue Pioneers
Startup Explosion Intrapreneurship
Revenue Pioneers
Startup Explosion
Intrapreneurship
Intrapreneurship
1.
Understanding the Market
Market Research
2.
Assessing Whats Out There
Competitive Analysis
3.
Developing Your Substance
Content & Structure Development
4.
Building Your Community
Outreach and Marketing
5.
Cultivating Sustainability
Laying the Groundwork for Revenue
6.
Leading on the Path
Managing and Partnering
7.
Adjusting on the Way
Measuring, Pivoting and Rening
1.
Understanding the Market
Market Research
1.
Quantitative Qualitative
1.
Quantitative
Size of the audience Customer spending patterns Time spent on news sites Penetration of smartphones
1.
Qualitative
Attitudes toward media outlets? What (news) qualities are valued?
1.
Approaches to Research
Free tools (Ad Planner, Adwords) Quantitative databases Free survey resources (GForms) Small focus groups/observations
1.
Research Objectives
Understand your community Identify opportunities Overcome assumptions Test ideas
1.
Implementing Findings
Clarify challenges and opportunities
Adjust project objectives Update features and content Follow-up with survey subjects
2.
Assessing Whats Out There
Competitive Analysis
2.
2.
2.
2.
2.
2.
2.
2.
3.
Developing Your Substance
Content & Structure Development
3.
3.
3.
Benets of Wireframing Get a useful reality check Discover missing info Avoid late surprises
3.
3.
3.
Content Planning Argo Project 30-day pre-launch plan Laying the groundwork Blog your progress
3.
2) Video: http://bit.ly/q80Nyn
3.
3.
4.
Building Your Community
Outreach and Marketing
4. Community Events Open Houses Wine & Cheese Lectures and Discussions Charitable Projects
4.
Examples of Effective Outreach:
links and other material that helps strengthen the connection between you and your community
5.
Cultivating Sustainability
Laying the Groundwork for Revenue
5.
5.
5.
5.
5.
http://bit.ly/contentcalculator
6.
Leading on the Path
Managing and Partnering
6.
6.
Assessing Your Skills What are you best at? Where are you weakest? What can/cant you learn?
6.
Building Your Team Who do you need most? What will draw them in? How will you pitch them?
6.
Developing Partnerships Who can ll your gaps? Who has power/wealth? What do they want/need?
7.
Adjusting on the Way
Measuring, Pivoting and Rening
7.
3.
Don't get caught up in the numbers game. 100 relevant followers on Twitter is worth more than 1000 followers any day of the week. - @bradjward
The Funnel
Funnel = A tool that lets you track a particular path, to see if you are successfully leading people to a particular action
Funnel Benets
Vizify.com
Vizify.com
Schmap.it
Bitly.com
Tweriod.com
TweetStats.com
7.
7 Steps Toward Entrepreneurial Journalism Success 1. Understanding the Market 2. Assessing Whats Out There 3. Developing Your Substance 4. Building Your Community 5. Cultivating Sustainability 6. Leading on the Path 7. Adjusting on the Way
Success in Action
Local Journalism Startups: http://www.blockbyblock.us The News Frontier Database: http://www.cjr.org/the_news_frontier_database/ Nieman Labs Encyclo of Media Startups: http://www.niemanlab.org/encyclo/
Success Requires... ...Real World Outreach ...Multiple Revenue Streams ...Networks & Partnerships
Success Requires... ...Real World Outreach ...Multiple Revenue Streams ...Networks & Partnerships ...Gradual Ramp-Up
Success Requires... ...Real World Outreach ...Multiple Revenue Streams ...Networks & Partnerships ...Gradual Ramp-Up ...Periodic Pivots
Success Requires... ...Real World Outreach ...Multiple Revenue Streams ...Networks & Partnerships ...Gradual Ramp-Up ...Periodic Pivots ...Reliable, Consistent Quality
Success Requires... ...Real World Outreach ...Multiple Revenue Streams ...Networks & Partnerships ...Gradual Ramp-Up ...Periodic Pivots ...Reliable, Consistent Quality ...Clarity of Design
Success Requires... ...Real World Outreach ...Multiple Revenue Streams ...Networks & Partnerships ...Gradual Ramp-Up ...Periodic Pivots ...Reliable, Consistent Quality ...Clarity of Design ...Stellar Team
Success Requires... ...Real World Outreach ...Multiple Revenue Streams ...Networks & Partnerships ...Gradual Ramp-Up ...Periodic Pivots ...Reliable, Consistent Quality ...Clarity of Design ...Stellar Team ...Effective Multimedia
Success Requires... ...Real World Outreach ...Multiple Revenue Streams ...Networks & Partnerships ...Gradual Ramp-Up ...Periodic Pivots ...Reliable, Consistent Quality ...Clarity of Design ...Stellar Team ...Effective Multimedia ...Strong Sales
Launching a Startup...
ENTREPRENEURIAL JOURNALISM
4-MONTH PILOT PROGRAM OPEN TO HACKS AND HACKERS ALIKE LAUNCHES IN FEBRUARY
FELLOWSHIPS & SCHOLARSHIPS AVAILABLE FOR TOP CANDIDATES APPLY BY JAN. 21
For more info e-mail Jeremy Caplan, Director of Education: jeremy.caplan@journalism.cuny.edu or visit: http://bit.ly/entrepjourno
3 Areas of Focus
3 Types of Startups
3 Types of Students
Goals
Partnerships
New Projects
Apprenticeship Program
Tow-Knight Center for Entrepreneurial Journalism
What We Learned
Interested in learning more? The CUNY Tow-Knight Entrepreneurial Journalism 2012 Program in New York City:
bit.ly/entrepjourno