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Home > Journalism Education
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12:00 AM  Jan. 20, 2010
Run Your Own ONLINE MEDIA BUSINESS
A new Poynter Institute course:
Digital Media Entrepreneurship (PN411-10)

Join Poynter faculty members Bill Mitchell and Wendy Wallace in this intensive one-week class.

Course dates: Feb. 22 - 26, 2010, Monday through Friday, 9 a.m. to 5 p.m. with a break for lunch
Location: The Poynter Institute, 801 Third Street S, St. Petersburg

Your tuition (free to those who qualify) also includes one year of self-directed online software training and three hours of one-on-one coaching (to be arranged with instructor).

Application Deadline:
Jan. 20, 2010
We are no longer accepting applications for this program.  Applicants will be notified by Feb. 1 of their status.

Lab work
Poynter's computer labs enable students to get hands-on experience.
Whether you're starting an online business or already run one, this course can help you develop the skills and write the business plan you need to succeed.

About the course

Have an idea for a Web-based business?

Whatever your passion -- from sports to home repair or travel -- you can turn that interest into an online media venture. Learn strategies for creating content, engaging an audience and finding revenue to support your enterprise. See how others are making niche and hyperlocal sites work in their communities.

Participants will learn:
  • How to refine and test their idea
  • How to write a business plan
  • Legal issues: ownership options, profit vs nonprofit, etc.
  • Accounting basics for a small-business owner
  • Technology that can help achieve their vision and market their plans
  • Software and other tools to help engage audiences digitally, including how to create an RSS feed and simple widgets to make a site interactive and searchable
  • Revenue models: subscription, advertising, foundation grants, etc.
  • Techniques for managing change and working in an entrepreneurial environment
Instructors will use case studies and will share the latest lessons from entrepreneurial ventures of this type launched in the past few years.

Who will benefit:

  • Journalists with an idea for an online business
  • New and aspiring entrepreneurs dreaming about owning a successful Web-based news and information business
Cost:
  • For 16 participants who qualify and live or work in Pinellas County, this course will be free, thanks to a grant from WorkNet Pinellas. Regular tuition is $3,000.

Tuition includes:

  • 35 hours of classroom instruction and interaction with Poynter faculty Bill Mitchell, who leads the news transformation initiative at Poynter and was a 2009 Harvard Shorenstein Center Fellow, and Wendy Wallace, who directs Poynter's high school journalism program, combines journalism and marketing experience and holds an MBA from Indiana University.
  • 3 hours of one-on-one coaching and
  • 1 year of self-directed online training in three software programs. Choose from Adobe PhotoShop, Macromedia Flash, Microsoft Publisher and many more. (For a complete list, visit Poynter's e-learning portal for software training, NewsU Tech.

About The Poynter Institute:
Students contribute
Poynter's teaching style encourages student participation.

The Poynter Institute is a leader in journalism and media leadership training, licensed by the Florida Commission for Independent Education, License #4114. We're near I-275 (see map) in a beautiful building with comfortable classrooms and computer labs with the latest technology.

Prerequisites:

Some post-secondary education and/or measurable experience in business or digital technology is required. Basic writing and computer skills required. Students will need to demonstrate their writing ability and describe any relevant work experience on their program application.

How to apply:

The application deadline for the February 2010 course has passed. If you have questions, call Poynter at (727) 821-9494 and ask for Nafi Schwanzer, entrepreneurship program coordinator, or email us.

You may download a student catalog here, with more information about Poynter and the course. 2009-2010 Student Catalog2009-2010 Student Catalog

How to qualify for free tuition:

People who live or work in Pinellas and who have started or intend to start an online business may qualify for free tuition. To see if you qualify, download and complete this form Participant and Employer ProfileParticipant and Employer Profile and fax it to Poynter, to the attention of Entrepreneurship Program Coordinator, at (727) 553-4682. (For help filling out this form, click here.) If you are a male over age 18 and did not register with the Selective Service, please download and complete this form Selective Service formSelective Service form and fax it, as well.

You may also mail your forms to Poynter, attention Entrepreneurship Program Coordinator, 801 Third Street S, St. Petersburg, FL 33701.

If you have any questions, call Poynter at (727) 821-9494 and ask for the Entrepreneurship Program Coordinator.

Mingle in the Great Hall
Poynter's Great Hall offers a place for students and faculty to interact.

FAQs

Do I have to be a journalist to take this course?

No. This course is open to anyone who is interested in learning about how to start a news or information Web site. No journalism experience required.

Do I have to be a computer programmer to take this course?

No. You should be comfortable with computers, certainly. After all, you're about to start an online media business, right? But you do not need to know HTML or any other programming language.

Will I receive a degree or certificate? Will it count for college credit?

You will receive a certificate of completion. We will work with you if you want to explore options with your college or university to earn credit for this class. But you will need to make those arrangements. Poynter is licensed and accredited, but we are not a degree-granting institution. You will not earn college credit through Poynter for this course.

Why does this course cost more than other Poynter courses?

Founded by newspaper publisher Nelson Poynter, The Poynter Institute has trained journalists and media leaders for 35 years. As a non-profit, we do this work not to make money but to serve our mission, furthering independent journalism in service to democracy. Traditionally, most of our funding has come from the newspaper we own, the St. Petersburg Times. Because of this unique ownership and revenue structure, we have been able to subsidize the cost of our journalism training so that seminar participants, or the media companies that employed them, could experience Poynter training without bearing the full cost of running the Institute. As media companies, including the Times, have felt the double whammy of the devastating economy and the shift in news consumption habits, Poynter finds it must offer some courses at market rates. This course is one of those.

Poynter is a leader in engaging, interactive training. Our coverage of the transformation in the news business is comprehensive and forward-looking. We believe our training will justify the price. And we've worked hard to find tuition assistance for residents of our home county, many of whom could qualify to come for free. We're working to find tuition assistance for residents outside Pinellas County, as well.

How do I fill out this form to see if I qualify for free tuition? It's confusing!

The form Participant and Employer ProfileParticipant and Employer Profile asks for Employer Information and Trainee Details. You, the student or participant in this course, are the Trainee. The Employer is the company you have created or intend to create as a result of this entrepreneurial training. You do not have to have officially established your business or even know what your official business name will be. For now, you may simply use your own name as the name of your employer. After all, you intend to go to work for yourself, don't you? Give yourself a title (likely "owner"), assign the date (today or in the past) as the date you "hired" yourself and indicate your current wages (which may be zero at this point).

At the bottom, sign and date the form as the participant and the employer. You do not have to have an I-9 form on file for yourself if you have not launched your business yet.

I still have questions! What do I do?
Give us a call. Call Poynter at (727) 821-9494 and ask for the entrepreneurship program coordinator.
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