Online Publishing

Journalism 193

Course Description | Requirements & Grading | Texts & Links | Weekly Assignments

Course Description

During the semester students will study how to successfully develop and manage an online news website.

While each student will bring various forms of expertise with them, including familiarity with technology, content development or marketing strategies, this course will study the overall management of a revenue-producing online news organization.

Students will examine trends in online news, observe successful online news publications, and to apply the knowledge acquired during the semester in the form of analysis and recommendations.

For the major project, students will choose an existing online news website to study for the semester. As we will examine each organizational component, you will write an analysis based on your studies. The final project will compile the information and make summary recommendations for the organization.

Focus Areas

Section 1: Overview of Online News
• Online vs. print content
• Expectations of the online reader
• How online readers read
• Multimedia Storytelling: Re-purposing content for online.
• Legal issues in Cyber content
• Ethical issues in cyber content

Section 2: Staff Management and Organization
• Defining the mission of online and print publications.
• Integrate or separate the news mediums?
• Determining staffing needs
• Workflow on the web
• Staff Handbook and Policy Manual
• Finding and recruiting the right staff
• Staff structure and organization chart
• Case studies in New Media staff organization

Section 3: Marketing and Promotions with Online Publishing
• Defining the mission
• Building the Interactive Newspaper Brand
• Building Online Community
• An action plan

Section 4: Online Advertising
• Market Research: What about profitability?
• Advertising vehicles
• Delivery of advertising
• Process and technology

Section 5: Enhancing Visual Communications Online
• Promoting website continuity
• Ensuring a better user experience
• Streamlining the production process
• Creating visual appeal

Section 6: Technology of Online Publishing
• Defining the needs to select the right software
• Current industry standards
• Current limitations
• A wish list: Future possibilities