SYLLABUS: New Business Models for News
Prof. Jeff JarvisSpring 2011 – Three credits
This course will give students a firm grounding in thedynamics—the pressures and opportunities—of the news industry nowand in the future. Leading executives from the media industry—national, local, digital, newspaper, magazine, broadcast—will instructthe class in how their businesses work today in the context of digitaldisruption. Students in the class will then look for key opportunities todisrupt the industry, selecting a target for disruption and formulating astrategy (an exercise that even the legacy companies should beundertaking to understand the competitive landscape). They will thenformulate a strategy for defense against the disruption. In parallel withthe business-basics course, students will study advertising,subscription, ecommerce, and other revenue streams as well asmarketing and distribution, sometimes using case studies; the twocourses will sync their subject matter. They will also discuss largertrends, such as the impact of the link economy on media.
Understand the key forces in a media business today: product,audience, revenue, marketing, distribution, costs, risks.
Learn about changes brought by digital: new efficiencies,changed economic relationships, the growth of platforms andnetworks.
Learn how to find opportunities in disruption and then createdefenses against it.
Work on a project to develop their collaborative skills.
The Gutenberg Revolution
by John Man, for an understanding of disruptive technology. The book will be assigned to be readbefore the course begins.
PaidContent.org ,TechCrunch, and Mediagrazer on a regularbasis, with class discussion.
by Ken Doctor.
What Would Google Do?
by Prof. Jarvis.
The Cluetrain Manifesto
by various authors.
Setting the stage for disruption
The class will examine how various industries—newspapers,travel, retail—have been disrupted by the internet. We willreview how Gutenberg disrupted the economy and society in his