API and Poynter Team Up For Joint Programs

By: Joe Strupp

The American Press Institute and The Poynter Institute are collaborating on several educational programs for newspaper industry executives in the coming months, according to a release.

The first joint effort is a one-day workshop on Friday, June 19 at Poynter?s campus in St. Petersburg, Fla. It is titled: “Revenue Revolution: A Practical Guide to New $ales Opportunities,” and will be led by API president and executive director Drew Davis.

“We are delighted to be working in conjunction with the Poynter Institute, and this particular program is an ideal place to start,” Davis said in a statement. “Poynter has long been recognized for its emphasis on journalism excellence, and API has been a leader in business-side programs. In today?s challenging media world, those two areas can and must work hand in hand, with improved revenue performance absolutely essential to fund the journalistic efforts of tomorrow?s newsrooms.”

Karen B. Dunlap, Poynter’s president, added: “executives need all the available tools as they transform news media. The collaboration between Poynter and API makes sense for media executives and for both of our organizations.”

The ?Revenue Revolution? workshop is designed to provide “a blueprint for transforming revenue departments and developing multi-channel revenue capabilities rapidly.”

Featured discussion leaders at the event are: Kelly Warren, advertising director for The Virginian Pilot in Norfolk, Va., and Bradley Minich, president of Phoenix Media/Communications Group in Boston.

“Warren?s session will highlight advertising department reorganization strategies, structures, and metrics for maximizing new sales opportunities,” the announcement said. “Minich?s presentation will focus on understanding revenue channels and creating cross-functional sales success.”

A separate joint program, “The New Newsroom,” is also under development. The one-day workshop, co-sponsored by the American Society of News Editors, will feature faculty from both API and Poynter. “It will focus on how newsrooms are reorganizing to respond quickly to the shifting marketplace, and how they continue to champion core news values even as they tackle the challenges of our times,” the release added.

Other joint programs can be found here.

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