Readership Institute      MediaInfoCenter      McCormick Fellows      Kellogg Media Management Major     Home             About Us             Research & Reports             Seminars             Faculty & Staff             Contact Us             Search Sharon Wilmore discusses the value of the Advanced Executive Program. »Video page Research & Reports Attracting Millennials to Election News Online The drama of the 2008 presidential election was the perfect entrée for news organizations to gain the attention of millennials, satisfy some largely unmet needs, and foster their continued interest in serious news, according to this report. Based on an in-depth study of a diverse group of 89 Chicago-area "millennials," researchers found that young people often click away from election news online because they feel the sites bombard them with too much information and too many choices. Running While the Earth Shakes This report draws on interviews with a diverse group of 36 senior leaders of traditional and emerging media companies, from The Washington Post Co. to Twitter Inc. to MLB. Among the tactics these leaders advocate for success are focusing relentlessly on growth, embracing chaos and reframing fear. Online News Experiences of Teens Teens won't go out of their way to get the news online, but they will click on news stories "if something catches my eye." This study examines teenagers' attitude toward online news and what drives their Web news consumption. A diverse group of 65 Chicago-area teens were interviewed to understand where they go on the Web and how they can be reached to cultivate their interest in reading online news. »More Research & Reports MMC News RSS feed How To Become 'Easy to Use' Online Easy to use Web sites distinguish themselves by delivering the amount and complexity of information their users want without overloading them, according to a new study released by the Media Management Center at Northwestern University. The key to offering the right amount of information is understanding the target audience. The report, How To Become 'Easy to Use' Online, is a follow-up to previous MMC qualitative research, which indicated that being "easy to use" online is a critical differentiating quality of top Web sites. The goal of the new research was to determine what users mean when they describe a Web site as being "easy to use." »more Report Outlines Six Competencies News Organizations Need to Develop to Profit from Changes in Technology Six special capabilities "could well prove the difference between winners and losers in the next generation market for news and information," according to a new Media Management Center study of technological trends affecting news and information businesses. "Emerging technologies are opening up both enormous possibilities for news organizations as well as threats. It's vital that news organizations understand these trends and learn how to harness them to their advantage," said Michael P. Smith, MMC Executive Director, in releasing the report. Six Competencies of the Next Generation News Organization," is by innovation expert Annette Moser-Wellman. »more What It Takes to be a Web Favorite Many online users stick to a few favorite Web sites while ignoring an infinite number of alternatives, a strong habit that is hard to break for those Web sites seeking users' attention, according to a new study by Northwestern's Media Management Center. The report titled, "What It Takes to be a Web Favorite," is based on joint research by MMC and the Atlanta-Journal Constitution. Noting that users form particularly strong habits when it comes to news, the report concludes that news Web sites must strive to be on a user's short list of three to five favorite sites or be lost among hundreds of largely overlooked alternatives. »more Our Perspectives News Mixer: A "game-changing" approach to engagement with the news Constructive acts for these dark days New approaches to news conversations: the time is right When It Comes to News, One Size Does NOT Fit All TechScout: "The Future Is Mobile!" TechScout: Semantics and the Coming Revolution in Internet Advertising Career CPR: From the ER to Double Ratings Rehab Large vs Small Newsrooms: Who's Most Optimistic? Kerner Plus 40 Helps Foster Diversity Discussion Google's Schmidt says don’t expect a rescue When weary of being merry, there's always Facebook Report: For ad engagement, YouTube beats TV Coming Soon Sign up Now! Easy to Use Webinar On Tuesday, January 13, 2009 at 1 p.m. Central time, MMC will conduct a free Webinar on the new "Easy to Use" report. Click here to sign up. MMC is releasing two other new reports in the next two months. Watch here for details. Digital Disruption: How Online Ad Networks are Transforming Media Business Models You think you understand ad networks? Think again. They've morphed, with huge implications for Web publishers. Find out what has happened – and what you can do about it. Segmenting and Sizing Online News Audiences Which news audiences should you pursue? Discover the keys to understanding, segmenting, and sizing news audiences using the results of this new national quantitative study of online users. Seminars Advanced Executive Program   June 2009 For high-potential employees, leaders new to the media industry, and managers who need to lead across departments or media platforms. Management Development Seminar for Television Executives   July 2009 Five intensive days of study for senior broadcast executives from stations, groups, and networks. Readership Leadership October 5-8, 2009 For editorial and advertising executives who need to transform their news organization to meet the needs and interests of print and online consumers. Digital Strategies November 2009 Build your digital presence by becoming customer-focused. For people who make strategic decisions about digital media for news companies. »Seminars Page ©2009 Media Management Center • 301 Fisk Hall • Northwestern University • 1845 Sheridan Road • Evanston, IL 60208-2110  phone: 847.491.4900 • fax: 847.491.5619 • email: contact@MediaManagementCenter.org