Introduction

It is now a strong global trend that print-media is gradually giving way to digital. This is injecting a sense of instability and insecurity in the minds of journalists, ad sales as well as media management professionals alike. Instead of pursuing a 'V' for victory approach, media houses are busy running after a "V" for viability roadmap.

The answer to this doesn't always lie in shutting shop or scaling down. In a digitally driven world, the need of the hour is embrace convergence and mitigate risk. This can only be done if media management realize how important it is to make digital a part of their product offering seamlessly and use it effectively to add value to the end-user as well as the advertiser.

This workshop will enable and empower the attendees to think with a wider, convergent thought process, making use of print as well as digital, thereby making more business sense for the management by spawning new revenue streams, and providing a higher degree of user experience to the end users (readers).

Course Outlines

• Defining Content –Clearing Misconceptions

• Defining Content Monetization – Going beyond the obvious

• Making Content Quality Measurable

• Calculating Monetisable Inventory

• Knowing The Online User

• Exploring Streams of Revenue

• SEO, SEM and SMM – How do they impact revenues

• Realtime Bidding and Revenue Maximization

• Google Adsense

• Cost of Revenue

• Content is King and User the King Maker

• Case studies