Jan Schaffer |
First in a series on entrepreneurial journalism programs at universities and media organizations.
In the new world of media, traditional journalism organizations are just one more voice, and the MA in Media Entrepreneurship program at American University reflects that.
Schaffer is entrepreneur in residence at American University and executive director of J-Lab, which has for years been a resource to journalists and activists interested in serving their communities with news and information.
- Nick Barron is CEO of Swapel, a website connecting entrepreneurs and small businesses around products and services. He is also a digital strategist for AARP.
- Shannan Bowen is a digital and social media producer for a start-up custom media division within the Atlantic Media Company. There she develops and executes social media and content strategies for clients.
- Vena Dilianasari, a native of Indonesia, is senior international broadcaster and producer for the Voice of America, Indonesian Service in Washington, D.C. She also has produced two Indonesian movies.
Each of the participants has to come into the program with an idea for a media project that will be developed over the course of the part-time 20-month program. Participants refine that idea in courses within the school of communication and the business school. Courses include innovation, marketing, financial analysis, technology, leadership and communication law.
- Amy Eisman is director of the MA in Media Entrepreneurship and of the 13-year-old weekend MA in Interactive Journalism. She previously was director of writing programs in the School of Communication. She was an editor with Gannett for 17 years.
- Bill Bellows is adjunct professor and co-founder of One White Pixel mobile applications development company and co-founder of Copithorne & Bellows, global strategic marketing consulting firm for tech firms.
- Stevan Holmberg, chairman, Management Department, has a number of research interests, including applied strategic management in a global environment as well as entrepreneurship and new venture management in for-profit and nonprofit organizations.
In addition to the faculty, the program has invited five media innovators to mentor the course participants and build the curriculum, among them Vijay Ravindran of the Washington Post, who founded and leads the company’s WaPo Labs, which develops experimental news products, including the personalized news aggregation site Trove.
It did a study of how media are using social networks and whether they are converting visitors into readers and advertisers: Engaging Audiences: Measuring Interactions, Engagement and Conversions
It examined how new media are attempting to include editorial people in the marketing process while maintaining editorial integrity: Rules of the Road: Navigating the New Ethics of Local Journalism
The resources make a nice complement to the course work.
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American University, MA in Media Entrepreneurship
Duration: 20 months continuous part-time study
Courses: 10 courses, 30 credit hours, six in School of Communication, four in School of Business
Schedule: Six Saturdays a semester, 9 a.m. to 5 p.m.
Students: Mid-career professionals
Cost: $42,000
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