Tuesday, March 17, 2009

Spring Seminar & Study Visit: Innovation in the Digital Marketplace

Despite what the critics say, there is a great deal of invention going on in most newsrooms.

New technology is enabling new ways of building stories that aim to meet the expectations of an audience that is increasingly, if not yet solely, online.

But while invention is essential if the mainstream media is to survive in an increasingly competitive landscape, it isn’t enough.

As the Pew Research Centre's latest report on the state of American journalism points out:
The news industry does not know -- and has done less than it could to learn -- how to convert this more active online audience into revenue
What is required, then, is innovation which has two parts: (1) the generation of an idea or invention, and (2) the conversion of that invention into a business.

That will be the key focus of the Spring 2009 seminar, Innovation and the Market: Understanding Users, Delivering Value, Growing Revenue.

Lead by Jeanne Hill, an international marketing and adverting expert and Principal Lecturer at the Lancashire Business School, the five-day seminar from 11-15 May 2009 plays out in Preston, Liverpool and Manchester and is offered in collaboration with the Experian market intelligence company Hitwise.

Included in the programme is a study visit and applied workshop in Trinity Mirror’s recently integrated Northwest & North Wales newsroom in Liverpool. Facilitated by the Leaders programme director Francois Nel, participants will work with Hitwise UK Robin Goad and TM executives Alison Gow and Mark Dickinson to test-drive the Newspaper Next 2.0 approach to identifying opportunities that create value for customers – and generate revenue for the organisations.

The value-packed programme also provides a chance to participate in:

For more information on the seminar and to register, see the downloabable flyer and registration form on the Journalism Leaders Programme website or email Francois Nel.

Notes: For feedback on previous previous seminars also see this short video interview with Ken Oxley, deputy editor of the Sunday Sun (Newcastle).
Seminar participation is limited to 15.