Agenda
May 16, 2009, 9:30 AM - 10:45 AM
Opening Lunch – From Old Media to New
Welcome and panel discussion
Presentation by:
- Geneva Overholser, Director, School of Journalism, USC Annenberg School of Journalism

May 16, 2009, 11:00 AM - 12:15 PM
Introduction of Camp Participants and Their Areas of Interest
Presentation by:
- Vikki Porter, Director, Knight Digital Media Center, USC Annenberg School for Communication & Journalism

May 16, 2009, 12:30 PM - 1:45 PM
Introduction of Outcomes and Expectations for the Week
Presentation by:
- Tom O'Malia, Professor of Clinical Entrepreneurship; Director Emeritus, Greif Center for Entrepreneurial Studies, USC Marshall School of Business
- Robert Niles, Editor, Online Journalism Review and OJR.org






May 16, 2009, 2:00 PM - 3:00 PM
Keynote Address – Understanding the Digital Consumer
Presentation by:
- Jeffrey Cole, director, USC Annenberg Center for the Digital Future


May 16, 2009, 3:00 PM - 5:30 PM
Welcome Reception and Dinner
May 17, 2009, 5:45 AM - 7:15 AM
Finding the Need
How will your site be uniquely valuable to readers and financial supporters?
Presentation by:
- Mary Lou Fulton, California Endowment Foundation


May 17, 2009, 7:30 AM - 9:00 AM
Introduction to Metrics and Audience Analysis
Presentation by:
- Mary Lou Fulton, California Endowment Foundation

May 17, 2009, 9:15 AM - 10:45 AM
Working Lunch
Case Study
Presentation by:
- Shoba Purushothaman, Chairman and Co-Founder, The NewsMarket

May 17, 2009, 11:00 AM - 2:00 PM
Entrepreneur Workshop
Craft and deliver an elevator pitch about your interest. Define the impact you want to have and how you will measure that impact. Complete an initial readership survey for your Web site, using existing site metrics where available. (Afternoon breaks, as needed)
May 17, 2009, 2:15 PM - 4:00 PM
Working Dinner – Site Engine Optimization for News Publishers
Presentation by:
- Danny Sullivan, Editor-in-Chief, Search Engine Land, Calafia Consulting

May 18, 2009, 5:44 AM - 7:14 AM
Cultivating the Content Community
What are the key messages to your audience? What are the rules for your content within your concept?
Presentation by:
- Susan Mernit, Founder, OaklandLocal.com, Social Media Consultant



May 18, 2009, 9:15 AM - 10:45 AM
Working Lunch
Panel discussion
Presentation by:
- Susan Mernit, Founder, OaklandLocal.com, Social Media Consultant
- Jess Barron, Vice President, Content and Community, Yoostar.com
- Sean Bonner, Co-founder, Bode Media, Inc.; Creator, Metblogs
May 18, 2009, 11:00 AM - 2:00 PM
Entrepreneur Workshop
Create a policy for soliciting and managing user-generated content. Draft a list of 10 places/events/media to use to promote your project, including five at launch and five others for ongoing operations. (Afternoon breaks, as needed)
May 18, 2009, 2:15 PM - 4:00 PM
Working Dinner – Digital Entrepreneurship
Presentation by:
- Dan Gillmor, Director, Knight Center for Digital Media Entrepreneurship and the Kauffman Professor of Digital Media Entrepreneurship, Walter Cronkite School of Journalism and Mass Communication, Arizona State University
May 19, 2009, 5:45 AM - 7:15 AM
Revenue Models
For profit: Ads, subscriptions, commissions. For non-profit: Grants, angels, donations. Or both?
Presentation by:
- Ken Doctor, Media Consultant and Digital Pioneer
May 19, 2009, 9:15 AM - 10:45 AM
Working Lunch
Case study
Presentation by:
- Staci Kramer, Co-editor, Executive Vice President, ContentNext Media (paidContent.org, mocoNews.net, ContentSutra, paidcontent:UK)
May 19, 2009, 11:00 AM - 2:00 PM
Entrepreneur Workshop
Price advertising or sponsorship packages for your publication. Create written and oral presentations about your project for potential advertisers and/or funders. (Afternoon breaks, as needed)
May 20, 2009, 5:45 AM - 7:15 AM
Overview of Business Structures
Resources for investigating employment and tax laws
Presentation by:
- Vin Crosbie, Managing Partner, Digital Deliverance LLC

May 20, 2009, 7:30 AM - 9:15 AM
Being Realistic About Budgets
Start with what you need, not what you can get
Presentation by:
- Tom O'Malia, Professor of Clinical Entrepreneurship; Director Emeritus, Greif Center for Entrepreneurial Studies, USC Marshall School of Business
- Vin Crosbie, Managing Partner, Digital Deliverance LLC

May 20, 2009, 9:30 AM - 11:00 AM
Working Lunch – Legal Issues Facing Publishers
Presentation by:
- Michael S Overing, Principal, Michael S. Overing LLC; Adjunct Professor, USC Annenberg School for Communication; Columnist, Online Journalism Review

May 20, 2009, 11:15 AM - 2:15 PM
Entrepreneur Workshop
Select your project’s business structure. Prepare an initial expense budget for the site, including technology, staffing and employment taxes. (Afternoon breaks, as needed)
May 21, 2009, 6:00 AM - 9:00 AM
Presentation Pitches
Participants pitch concepts to venture capitalists and industry experts. Five-minute pitches, with questions from panel.
Morning breaks, as needed.
* Lloyd Greif, Investment Banker
* Fred Haney, Venture Capitalist
* Bob Aholt, Pasadena Angel
* Dave Mellman, Commercial Banker
May 21, 2009, 9:15 AM - 10:15 AM
Farewell Lunch: What Happens Now?
Presentation by:
- Vikki Porter, Director, Knight Digital Media Center, USC Annenberg School for Communication & Journalism