(Michael P. Smith) Kellogg students invited me to moderate one of the panels at the excellent student-led Digital Lifestyle conference. My panel, appropriate to me, consisted of executives from old media companies:
Maria Thomas Vice President and General Manager, NPR Digital Media Patrick Lafferty SVP Marketing & New Product Development, Discovery Travel Media Chris Waldron Executive Producer, Turner Broadcasting and Cartoon Network Michael Junior VP eProduct Development, McGraw-Hill
I asked a question about what would keep their companies from fulfilling their strategies. Their responses were similar to what I have heard from newspaper and broadcast executives. And also very similar to what I heard in the content hall at the 3GSM World Congress. To paraphrase: Where are we going to find the workers who have the talent and creativity to compete in this new digital world?
We have a couple thousand answers at Kellogg and Medill.
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.
