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JOURNALISM IN THE AMERICAS Blog

Knight Center new Spanish course: “Entrepreneurial Journalism: how to monetize and promote projects for the web”



Digital tools have made the creation of online journalism projects easier than ever. The problem, however, still remains on how to find and maintain an audience to keep the projects profitable or sustainable. The Knight Center for Journalism in the Americas is launching the course in Spanish, “Entrepreneurial Journalism: how to monetize and promote projects for web” in order to help solve this problem through practical lessons. Sign up now!

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The course runs from February 23 to March 27, and will be given in Spanish by two American experts with extensive experience training journalists and other professionals in various parts of the world: Janine Warner and James Breiner. In 2013, Janine Warner taught a massive open online course (MOOC) organized by the Knight Center, which had more than 5,000 participants. The topic was similar: “Development of Journalistic Projects for the Web.” This new version is a more advanced course offered to only a limited number of participants.

The course will emphasize:

  • How to develop a business model.
  • How to make a business acquire value after starting small.
  • How to develop different sources of income that include multiple levels of advertising, sponsorship, membership and more.
  • How to create an audience through marketing and social media.
  • How to better understand your audience through analytics and surveys.
  • How to prepare a budget and manage the cash flow of a company.

“At the Knight Center, we are very excited to offer this course, knowing the need for this type of training to create viable web-based projects,” said Professor Rosental Alves, founder and director of the Knight Center. “We will continue working to offer MOOCs, which are open and free courses on broader issues, but we are also producing inexpensive courses for limited groups of participants on more specialized topics. The MOOCs are more general while closed courses, such as entrepreneurial journalism, are more specialized and more advanced.”

This five-week course will cost US $95.00, which may be paid by credit card. Included in this fee is the cost of the certificate of participation in PDF form, which will be issued by the Knight Center after verification that the student has met the minimum requirements at the end of the course. The certificate, however, does not account for any credit or academic accreditation.

“Entrepreneurial Journalism: how to monetize and promote projects for the web” will be divided into weekly modules that include multimedia materials and discussion forums. Most of the course activities can be completed ​​in the days and times that best suit the student. Once a week, instructors Janine Warner and James Breiner will be available via Google Hangout to talk to interested students and answer questions that can be previously submitted. All participants will have access to the video Hangout.

“I was blown away by the response to my previous MOOC in 2013 and I have been so inspired by the stories of people who contacted me to tell me how the course encouraged them to create their own digital content project,” said Janine Warner. “I designed this advanced course to help you take your projects to the next level by focusing on the two questions I receive most frequently: how to build a bigger audience, and how to make money and create a sustainable business model for an online project. I also recruited an experienced co-instructor, James Breiner, who contributed a collection of case studies to the course, as well as lessons in how to manage finances and how to understand analytics. To make this course more personal, we will be offering weekly Google Hangouts.”

About 50,000 people from 160 countries have benefited from the MOOC program launched in October 2012 by the Knight Center. Before that, from 2003 to 2012, the Center had trained more than 7,000 journalists in Latin America and the Caribbean through online courses offered to limited groups of participants, similar to this one on entrepreneurial journalism.

The Knight Center for Journalism in the Americas was created in 2002 by Professor Rosental Alves, who holds the Knight Chair in Journalism and the UNESCO Chair in Communication at the University of Texas at Austin School of Journalism. In the past, the Center was financed by major grants from the John S. and James L. Knight Foundation, as well from other donors, such as Open Society Foundations. Currently, the Center receives support from the University of Texas at Austin's Moody College of Communication and donations from the public.



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