MediaPreneurship: Innovation and Profitable New-Product Development

July 16 - July 20, 2006

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Featured Discussion Leaders

Scott Anthony Partner, Innosight Session: Newspaper Next: Principles of Disruptive Innovation and Jobs to Be Done

Jay Brodsky Director, Digital Media, NPR Online Session: Podcast, onDemand, and Mobile at NPR

Don Farley Publisher, Baltimore City Paper Session: The Alternatives

Shaun Fogarty Online Sales Director, STLtoday.com Session: St. Louis Best Bridal

Caroline H. Little Chief Executive Officer & Publisher, Washingtonpost.Newsweek Interactive Session: The Business of Online

Peter Lundquist Vice President, Online and Operations, Gannett Co. Session: Making the Right New Product Choices

Andrew Nachison Director, Media Center at API Session: The Connect Society

“Innovate.”
“Launch new products.”
“Find new markets.”
“Increase profit margins.”

The strategic imperatives are easily stated. It’s the execution that’s hard - very hard for most newspaper companies. Despite the torrent of technological change, shifting customer preferences, and a challenged traditional business model, we’re still risk-averse and change-resistant. We still see markets from the inside out and we still focus on existing customers.

The statistics are even scarier:

• Half of American adults do not read newspapers regularly.
• More than three-fourths of the customer-facing businesses in solid newspaper cities do not advertise in the paper.

But take heart. In those threats are enormous opportunities for newspaper companies … if we just go about the process of innovation and managing new products the right way.

Please join us at the American Press Institute’s Mediapreneurship seminar, July 16-20, 2006, in Reston, Va.  You’ll learn to:

• Become a profitable innovator
• See opportunities in threats
• Better understand customers and the unfilled jobs they need done
• Conceive, analyze, and launch new products
• Integrate digital and nonprint businesses with core products
• Manage for success and profitability

Most importantly, at Mediapreneurship you will become an early adopter of the important strategic management tools under development in API’s historic Newspaper Next project. API partnered with the world’s recognized experts in innovation strategy, Harvard Professor Clayton Christensen and his Innosight team, to interpret Christensen’s principles of disruptive innovation into the newspaper industry.

Using Christensen’s principles, the Mediapreneurship seminar will give you an understanding of disruption and how it affects your business. You’ll return to your newspaper with the tools to meet disruption by becoming a disruptive innovator, seeing the needs of customers and non-customers, then translating those needs into “jobs to be done.” By understanding “jobs to be done” you will be able to craft an innovation strategy and conceive new products to support it.

In the program, we’ll look at case studies of similarly threatened industries and their responses. We will examine best practices and bright ideas in our own industry that point to sustainable future business models. We’ll look at the intersection of news, technology and society through the lens of the cutting-edge research of API’s Media Center. And we’ll spend time on profitable management tools for non-print enterprises.

But innovation cannot occur in an organization that does not have a culture attuned to change. Managing new products requires nurturing an innovation culture. In Mediapreneurship, you will take the Disruptive Innovation Barometer test to gauge your organization’s capacity to conceive and develop new products. You will receive the tools for managing change as developed in the 10 laboratory newspapers of API’s Learning Newsroom project. You’ll learn how to manage up as well as down.

Mediapreneurship will give you the tools to create an innovation-driven organization. Please join us as we chart new paths to a successful future.
 
What They Say

“Key advertising, marketing and editorial directors should attend this seminar.”
Deborah Clark, Custom Publishing Manager
The Desert Sun, Palm Springs, CA

“A great program that staff from all newspaper disciplines should attend.”
Duby Petit, Online Director
Imperial Valley Press, El Centro, CA

The Particulars

Please read:
:: API's Registration, Tuition and Hotel Policies
:: Special requirements for international members

Tuition: $ 2,350

Hotel/Meal Package: $796.
This charge is in addition to the tuition fee, and is paid directly to the hotel by the seminar member upon checkout.

Location: Reston, Virginia

(This seminar has already occured)