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Launch yourself into the new news economy. The digital revolution that provides so many options for news consumers also means massive opportunity for journalists. The trick: see the disruption as an opening you can attack. Entrepreneurial Journalism will inspire you with what's possible and show you the mechanics behind building a business. Working through eight clear and concise stages, you’ll explore the secrets of successful news startups (including how they’re making money) and learn how to be an upstart yourself, building an innovative and sustainable news business from scratch.
Each chapter starts with a real entrepreneur’s experience, teasing out how savvy and opportunistic journalists found their way to success. Mark Briggs then helps you size up the market, harness technology, turn your idea into a product or service, explore revenue streams, estimate costs, and launch. “Build Your Business” action items at the end of each chapter get you thinking through each step of your business plan.
Discover how traditional news organizations are evolving and innovating, where the jobs are today and where the new jobs will be tomorrow. Learn from the pioneers, and become one.
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Table of Contents
Chapter 1: Understand the News Ecosystem
How Did We Get Here?
Digital Rewind: The Disruption Begins
Flashback: Change Has Happened Before
How Traditional Media Evolved
It’s Your Turn to Invent the Web
Yesterday’s Missteps, Today’s Opportunities
New World, New Model
Opportunity Knocks as Ad Dollars Shift
Build Your Business: Stage 1
Chapter 2: Get Inspired by Success
What Makes a Successful News Startup?
The Influence Model: Quality Content Pays
Do Business While Being a Journalist
Don’t Compromise Your Journalism
Test, Try, Play, Fail, Try Again
How to Grow a Blog into a Big Business
Use Digital Media for a New Kind of Journalism
Blog Networks: Strength in Numbers
One Formula, Many Successes
New Media is Now Big Media
One Path: Aim Big, Get Big
Another Path: Pick a Niche and Go Deep
Target Audiences for Targeted Advertising
Keep Going when the Passion Wanes
Build Your Business: Stage 2
Chapter 3: Go Where the Money Is
Yes, You Can Make Money Online
Make Peace with Money
Hook into the Value Chain
Make Money with Advertising
Learn Advertising Terms
Leverage Ad Networks
Let Advertising Platforms Help you Manage Inventory
Seek Mobile Advertising Opportunities
Access Affiliate Marking Programs
Explore Alternative Revenue Streams
Charge for Content, Access
Syndicate Your Content
Consider Apps, Software and Services
Host Events, Sell Merchandise
Go Nonprofit—But Don’t Forget to Make Money
Build Your Business: Stage 3
Chapter 4: Don't Wait; Innovate
Don’t Wait for an Epiphany
Elements of innovation
Have Creativity, Will Innovate
How Innovation is Taught
Innovating from the Outside: Starting Small or Starting Alone
Make Innovation a Strategy
See Innovation as a Product
Innovating from the Inside: Be an Intrapraneur
Innovation Does Happen at Big News Companies
Build Your Business: Stage 4
Chapter 5: Turn Your Idea into a Business
Do You Have an Idea or a Business?
Ideas are Cheap, Execution is Everything
Idea or Product? Money is the Difference
Choose Customer Development before Product Development
Money Has to Change Hands
The Basics of Product Development
Measure Your Idea
Build and Deploy a Product or Service
Define a Business Model
Build Your Business: Stage 5
Chapter 6: Build Your Business Know-How
Assess Your Needs
Divide Work into Four Areas
Separate Now from Later
Consider Staffing Options
Determine Your Money Options
Skip Business School, Start Here
Basic Business Vocabulary
Do You Need a Lawyer?
Do You Need an Accountant?
Writing a Full Business Plan
Build Your Business: Stage 6
Chapter 7: Harness Technology
Pick a Platform
Build It Simple and Free
Blog Systems: Good at Any Size
Get Power, Flexibility from a CMS
Ready to Go, Out of the Box
Extend Your Reach, Track Your Progress
Leverage Social Media Tools
Go Beyond Social Networking
Track Your Traffic
Develop a Mobile-First Strategy
Not Just Apps, Mobile Websites Work, Too
Location, Location, Location
Build Your Business: Stage 7
Chapter 8: Go To Market
Develop a Strategy
Identify the Market
Audience: How Much is Enough?
Understand the Competitive Landscape
Assess Competitors and Comparables
Identify Your Value Proposition
Build an Audience from Scratch
Make your Site Easy to Find
Develop a Social Media Strategy
News as a Conversation
Build Your Business: Stage 8
"Mark Briggs has done a remarkable job of assembling key background detail, consulting experts in the field, organizing step-by-step instructions—and doing it all with an accessible style of writing that will serve students well. The book is clear and consistent, and is chock-full of tools and tricks-of-the-trade." - Seth C. Lewis, University of Minnesota–Twin CitiesFrom the foreword:
"This book is an indispensable resource for . . . every student and every new business. It offers a clear and complete roadmap to each step in creating a new venture. More important, it recasts the discussion of the future of news in practical, realistic, and economic terms rather
than as emotional matters." - Jeff Jarvis, Author of Public Parts and What Would Google Do
Mark Briggs, KING-5 Television, SeattleMark Briggs
is the author of Journalism 2.0
and maintains a widely read blog under the same name (journalism20.com/blog/). He is a frequent speaker and presenter at journalism and media conferences throughout the U.S. and Europe and was named to Presstime
magazine's "20 under 40" list for 2007. He has served as Assistant Managing Editor for Interactive News at The News Tribune
(Tacoma, Wash.) and New Media Director at The Herald
(Everett, Wash.) where he was awarded the James K. Batten Award for Innovation in 2002. He earned journalism degrees from Gonzaga University and the University of North Carolina and also served as an adjunct professor at Seattle University from 2002-2006.
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