Coming Soon: The Impact of Online Advertising Networks
The growth of online advertising networks is profoundly reshaping the online publishing environment—and is likely to influence the long-term evolution of traditional media too.
So Media Management Center has commissioned Michael A. Silver, a veteran of Tribune Company’s pioneering interactive initiatives and now an independent consultant, to explore and map the impact of this emerging phenomenon.
Silver will present an interim report on his research at MMC’s Digital Strategies for Media Executives seminar June 22 and will publish a complete report later in the year.
Silver’s research will include interviews with publishers, advertisers, agencies and technology providers to document current trends and develop insights into how networks may influence the evolution of online media.
Of particular interest is the impact that networks may have on small and midsize online content producers and how they may adapt their programming, marketing and technology strategies to meet the opportunities and challenges of competing in a networked advertising world.
Silver, whose 22-year career at Tribune Company included leadership roles in its publishing, broadcasting and interactive divisions, has worked on a variety of interactive development projects since leaving the company in May 2007. More information on Silver is available at www.silverchicago.com.
For information on attending the Digital Strategies seminar, contact Yetu Robinson at 847-467-7689.
Executive Program Focuses on Integration and Innovation
The many changes in the media are forcing media companies to push for efficiencies and innovation at the same time.
To meet that need, MMC has created an intense, innovation-focused two-week program called the Media Executive Leadership Program. It will be offered July 20-31 at the James Allen Center on the Northwestern campus.
In the middle of a devastating media recession where many newspapers and television stations are thinking only of survival, it is easy to overlook the fact that tomorrow's media organizations are being built today.
We already know some media companies will not survive. Others will so damage their brands; future viability will be in question. Those that do survive will face a changed world, filled with great pitfalls, but also great opportunity.
In this unprecedented environment, media organizations must make one of two choices. The first is to do nothing - business as usual. Organizations that make this choice allow events and competitors to shape their destiny. Staying the same means giving up the opportunity to lead. What will be the result? Only time will tell.
The second choice is to apply proven strategic thinking and innovative ideas to traditional media brands. This approach involves moving beyond current cultural, platform and sales limitations. This second approach requires highly skilled change agents willing to use fresh thinking and the latest ideas to advance organizations into an important new world. If done right, the result will be a dynamic, forward thinking organization with the potential for incredible profits.
For almost two decades Northwestern University's Media Management Center has taken a leadership role in creating the future of media. With the resources of both the Kellogg School of Management and Medill, the Center occupies a unique role in international media development. Part research organization, part think tank, part educator, the Media Management Center is the clear leader in future media thinking.
We know the public's demand for news and information continues to grow. Some media organizations will take great advantage of this growth. They will build great brands that also result in great profits. If you are a change agent, willing to look at the world in a fresh way, then the Media Executive Leadership Program is for you.
Please download and return this application by July 6. Cost is $11,400, which covers tuition, materials, food, lodging and activity expenses - everything but transportation to Evanston.
