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More than 150 attendees gathered November 11, at CUNY's Graduate School of Journalism, to study and learn things about a subject that most working journalists have traditionally steered clear of – the business side of a news company. Analyzing their company's spreadsheets, dealing with 'cash flow' and 'making payroll,' are not part of the routine for most news reporters. But those who came to learn about the new business models being developed for news at CUNY were asked to tackle this, and more.
Journalists Need to Understand Business Strategies
The online business models, showing what a large, news website and its spin-offs might look like, and what they might cost, were presented by Jeff Jarvis, who heads the interactive journalism program at CUNY. In-depth financial analyses that accompanied Jarvis' presentation were the work of media and business strategists Jeff Mignon, Nancy Wang, and Jennifer McFadden.
As he mulled over that tradi
Digital Media Success Requires Learning Business Terms
Those attending held diverse ties to journalism, from local bloggers to representatives of the big media companies [link widoczny dla zalogowanych], as well as consultants and new media innovators. Benkoil noted that it was tough for the one-day symposium to offer "one overarching fix" that would be meaningful for all. The most frustrated [link widoczny dla zalogowanych], he thought, appeared to be the "folks working for independent or hyperlocal news sites" – just the kind of sites the conference organizers hoped to help.
Benkoil heads his own consulting firm, Teeming Media, which helps those in digital media meet their business objectives, so he knows what it takes to increase audience and revenues. But he is also an experienced reporter and editor in traditional media (Newswweek, ABC News and the Associated Press). Thus, he also knows that editors, writers and reporters have been insulated from the business side of their companies through decades of tradition. And, in theory at least, for a good reason – to protect news coverage from big advertizer-influence.
No one can expect to learn all the business strategies they need to know at a one day symposium, Benkoil conceded, adding that this was a decent beginning.
That will have to change, said Benkoil. "Because if you're going to be an entrepreneurial journalist, or even a journalist in a small entrepreneurial environment, you had better concern yourself with the way things work on the financial side," he said. "You'd better know that EBITDA is a proxy for . . .money you make from the business that isn't weighed down by taxes and debt and the like."
Read on
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Online Business Models Presented, Analyzed at CUNY
The third annual New Business Models for News Conference held recently at the City University of New York, offers one more sign of the dramatic changes being experienced by the newspaper business and the upheaval for those within it.
To make sense of all the new information coming at them, the journalists in the audience would need to dig into topics like 'projected future earnings' and 'ad inventory pricing' and "earnings before interest and taxes."
Digital media consultant Dorian Benkoil, who attended and wrote about the experience for the Poynter Institute, noted the frustration that some in the audience were experiencing. "I'm a JOURNO," someone tweeted. "I don't DO numbers." Benkoil noted, too, the failure of some to understand common business terms like EBITDA (Earnings before interest, taxes [link widoczny dla zalogowanych], depreciation and amortization).