Savvy publishers, editors and broadcasters have known for a long time that successful media products often spawn communities of users, readers and viewers. In the digital age, technology can enable new communities to form, amplify the power of community interaction and increase loyalty and participation.
The Media Management Center wants to help newsrooms, media companies and their leaders understand digital community-building and learn how to apply new technologies to connecting with their audiences and enabling audience members to connect with one another. The Center's New Communities Initiative is being led by Rich Gordon, associate professor at the Medill School of Journalism and a longtime MMC instructor.
The goals of the New Communities Initiative are:
Understand the different forms of online community - from traditional discussion boards to online social networks such as Facebook and MySpace to virtual worlds such as Second Life.
Work with our partners at media companies to understand the lessons they have learned about digital community-building;
Generate or foster research providing actionable insights on digital communities and their relevance to media companies;
Understand the potential connections between geographic communities and digital communities;
Explore ways journalism can benefit from, and contribute to, online communities;
Publicize strategies and best practices that are working to build connections between media companies and their audience communities.
The center's research and teaching will be informed by recent research on interpersonal and digital networks - a focus of the interdisciplinary Northwestern Institute on Complex Systems.
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 that their 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.
