Maximising Revenue in Print and Online News Media

Please contact journalismnow@thomsonfoundation.org if you are having difficulties enrolling into this course

This course focuses on the main sources of revenue for print and online news media operations. Its aim is to ensure that participants have a basic knowledge of those sources and understand their workings and business logic. Special emphasis is put on the advantages and disadvantages of the various types of revenue. The course is aimed at mid-level and senior editorial and publishing managers. The Course is self-paced and is broken down into the following Modules:

 

Course Introduction

• Welcome to the Course (Video + Script)

• Poll

 

Module 1 Print Revenue: Advertising and Sold Circulation 

• Introduction (Video + Script)

• Advertising: Classifieds, Display Ads, Inserts

• High-impact Advertising Formats in Print (Video + Script)

• Circulation Revenue: Subscriptions and Newsstand Sales

 

Module 2 Print Revenue: Brand Diversification 

• Introduction (Video + Script)

• Supplements and Sub-brands 

• Events

• Educational Projects

• Book Publishing

• Client Publishing

 

• Module 1 and 2 Final Quiz

 

Module 3 Online Revenue: Advertising

• Introduction (Video + Script)

• Display Ads (Banners)

• High-impact Banner Formats (Video + Script)

• Programmatic Ads and RTB, 

• Mobile Ads

• Video Ads

• Sponsored Content (Native Advertising)

 

Module 4 Online Revenue: Paid Content 

• Introduction (Video + Script)

• Paywalls 

• Freemium

• Examples and Implementation

• Subscriptions, Memberships and Donations

 

• Module 3 and 4 Final Quiz

 

Course Wrap Up 

• Wrap up Quiz

• Further Reading

• Closing notes (Video + Script)