That is usually the first question out of Mary Nesbitt’s mouth when a newspaper proposes a grand new plan. It is not that Mary, a lifelong journalist and editor, is not thinking about journalism. She is just reflecting the Center’s attitude that the customer comes first. For newspapers, that customer is the reader.

Nesbitt’s personal interest in crafting journalistic excellence for readers has been galvanized with the results of the Readership Institute’s landmark Impact Study. Nesbitt shares that research in her presentations to classes in many of the seminars at the Center.

Together with other faculty members, Mary explores the role of content in media companies today. She wants participants to understand that in a multi-media universe, content could become a commodity. Two things can elevate information from commodity to knowledge — journalistic values and the information’s relevance to the reader.

News values differ and therefore must be protected and strengthened as part of the core strategy of a successful media company. That is a core belief of the Media Management Center that permeates the classes on journalism content. At the core of the journalism content classes is the question — How can I differentiate my product through excellent journalism?

Executives attending programs at the Center learn that the answer is it starts with core values. Mary Nesbitt would add: “Ask your readers.”

Please visit www.readership.org and learn how good content is good for business.

 

			Mary Nesbitt Managing Director Readership Institute Center Programs More Center News