How Newspapers Could Have Saved Themselves and How Some Still Can
A tightly edited gathering of newspaper economics scholars with important new points of view and the data to back them up
Audience will be limited to the first 20 requests. Please e-mail Esther Thorson.
This leaders forum brings together a distinguished group of top marketing, communication, and business researchers who will suggest evidence-based solutions to the crisis in the newspaper business. A small group of forward-thinking newspaper executives and commentators will be present as well to engage in discussion and brainstorming.
The presenters will present their findings and analysis of how his/her research suggestions could be immediately applied to the newspaper industry.
The last two hours of the seminar will be devoted to a discussion of the formation of a news revenues research group that may come under the wing of the Reynolds Journalism Institute.
Schedule:
Monday, May 18, 2009
Fred W. Smith Forum, 200, RJI
Session One: Call for Ideas and Revenue Models
8:30 - 8:50a
Are There Big Ideas That Can Save Newspapers?
Esther Thorson
Associate Dean for Graduate Studies and Research, Missouri School of Journalism
8:50 - 9:20a
Revenue Success Models from the Newspaper Business
Gary Kromer
Former Director of Research, Fort Worth Star-Telegram; Past President, Newspaper Association of America Research Federation
9:25 - 9:50a
Interactions Between Cost and Revenue Structures and the Challenges of Transitioning from Markets with Less Competition to Markets with More Competition
Hugh Martin
Associate Professor, Grady College of Journalism & Mass Communication, University of Georgia
Session Two: The Influence Model and Optimal Allocation of Marketing Investment
10:10 - 10:35a
What Phillip Meyer's Influence Model Suggests Newspapers Should Do Right Now!
Phillip Meyer
Professor Emeritus, University of North Carolina
10:40 - 11:05a
Newspaper Budgeting and Allocating: An Econometric Approach
Shrihari (Hari) Sridhar
Assistant Professor, Michigan State University
Murali Mantrala
Sam W. Walton Distinguished Professor of Marketing, University of Missouri
11:10 - 11:35a
What Happens When Newspapers Cut Back on Marketing Investments? An Empirical Analysis
Elina Tang
Doctoral Student, University of Missouri
Shrihari (Hari) Sridhar, Murali Mantrala
11:35 - 12:45p
LUNCH
Session Three: Practitioners' Challenges in Today's Marketplace
12:45 - 1:10p
It's the Economy Stupid... and the Technology, and the Audience, and the Advertisers, and... Solving Them All with No Time and No Money
Jim Smith
Vice President of Research, Morris Communications
1:15 - 1:40p
Just a Couple of Questions Before the Museum Closes
Frank Denton
Editor, The Florida Times-Union/jacksonville.com; VP for Journalism, Morris Communications
Session Four: Transitioning Effectively to the Online Market
1:55 - 2:20p
Fee vs. Free: Demystify the Economic Nature of Online Newspapers
Hsiang Iris Chyi
Assistant Professor, University of Texas at Austin
2:25 - 2:50p
E-papers: Changing Markets, Changing Content
George Sylvie
Associate Professor, Journalism Department, University of Texas
Session Five: Closing Comments
2:55 - 3:20p
Saving Newspapers: Ideas from Marketing
Murali Mantrala
Tuesday, May 19, 2009
Spencer Seminar Room, 200-B RJI
8:30 - 10:30a
Brainstorming Session
10:30a
Conference Closes
For more information, contact Esther Thorson.