Digital News Management (2001)

Building Online Content and Communities

AIM THIS PAGE

Content, strategy, convergence. B2B, B2C, 1To1. Portals, privacy, auctions, upgrades, spinoffs, layoffs: If you’re in the online news business, you have plenty to worry about, and the Internet isn’t slowing down so you can figure it out.

Clearly, there’s an important place for reliable, trustworthy news and information on the Internet. But what should it look like, who will deliver it and who will pay for it? Today, users place no cash value on digital content, so digital media companies seek revenue as gatekeepers to consumers and consumer data. National advertisers are hungry for that data, but they expect measurable results. Local advertisers seem to be stuck in perpetual catch-up mode. Meanwhile, consumers fueling the proliferation of digital media have more options than ever before, and the wireless Internet will bring them even more.

Any of this sound familiar? Since these questions are both dated and enduring, is it time for digital media managers to take a step back and rethink ALL of their assumptions?

This seminar will focus on core strategies and values required to build lasting online news operations.