Media Management Center: Readership Leadership

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Readership Leadership
Transforming News & Sales Forces for a Digital Age

Finally, a single event that takes up the dual challenges of growing revenue and growing audiences in media companies today.

We designed Readership Leadership as a unique development opportunity for editorial and advertising executives. To find success today, you need to reach new audiences and find new revenue streams. The Media Management Center at Northwestern University believes these goals will most likely be achieved by editors and sales executives informed by a common learning experience aimed at achieving radical change.

With an all-new curriculum, participants will learn answers to questions such as:

How can we get to market faster with new content and products?
How should we deploy our sales force? How should we motivate and compensate them?
Ad sales are increasingly complicated, but cost of sales needs to go down. What can we do?
What are the early experimenters learning from their digital newsroom reorganizations?
What can I do to build online communities of interest, beyond news?
How can we be sure we innovate across the organization?

Who should attend?
Any newspaper company leader who is being called upon to act as a change agent for improved operations, new content, new products or new revenue will benefit from Readership Leadership.

When and where?
The Northwestern University campus, on the scenic shores of Lake Michigan, provides the perfect setting for Readership Leadership. Participants will stay at a nearby hotel. Participants will have advance reading assignments to complete at home, and there will be project work and additional reading as homework each day.

Why choose the Media Management Center?
The Media Management Center's actionable research has informed media professionals on six continents. Its prescriptions for change have been adopted by some of the world's most successful newspapers. The Center offers executive education in media management, journalism, marketing, digital strategies, change leadership, decision-making, and many other topics that help media leaders find success. Its seminars benefit from the contributions of faculty of the Kellogg School of Management and the Medill School.

For more information about this seminar, contact:
Mike Smith, 847.467.2065, m-smith3@northwestern.edu

Mike Smith
Executive Director
847.467.2065
m-smith3@northwestern.edu

Coming Soon

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.

©2009 Media Management Center • 301 Fisk Hall • Northwestern University • 1845 Sheridan Road • Evanston, IL 60208-2110
phone: 847.491.4900 • fax: 847.491.5619 • email: contact@MediaManagementCenter.org