Introduction to Media

After learning the fundamentals of the book industry in PUBB1-GC 1005 Introduction to Book Publishing, students now examine the editorial, business, and digital operations of media brands, including magazines, content-rich e-commerce companies, and digital-only brands. In this seven-week course, students are given a broad understanding of the changing face of media in an era of digital formats and AI. The basics of editorial positioning, consumer marketing and audience development, art and production, advertising, sales, and marketing are thoroughly examined, not only for magazines, but also for related content sites and brands. In addition, students learn about visual storytelling, the role of social media in promoting media brands, and shifting business models across platforms. For their final project, students work in teams to create or redesign a new media brand with multiple formats and revenue streams.