The MPub Media/Tech Project
It’s been around a month now since the classwork portion of our Master of Publishing degree wrapped up, and now that I’ve had some time away from the intensiveness that was the last few weeks of school it seems like a good time to talk about the Media/Tech Project.
In the fall semester we devoted six weeks of our lives to starting fictitious publishing companies complete with a detailed list of books. But what to do in the second semester of a publishing degree?
In the spring, the program moved away from books to focus on media and technology (in the past, the program focused more heavily on magazines). As the publishing industry changes, it has become clear that in order to for publishers to remain relevant, they must understand how technology impacts all aspects of their business. It’s not enough to focus on print and traditional forms of publishing. We have to look ahead to what publishing could become. And so, our class became Media/Tech Project guinea pigs.
While we started off the semester working on the Media project and finished with the Tech project, for all intents and purposes they were the same thing—the second was simply an extension of the first, which meant the project ran the entire course of the semester.
On the second day of class after the holiday break, we were divided into our groups and told to form media companies based on direction we pulled out of a hat. One group was assigned B2B (they pivoted and become NFP2NFP instead), another group got arts and crafts, and the final group pulled politics. From there, the groups were tasked with building a media entity from the ground up.
How do you build a brand? How do you become financially viable? How do you grow sustainably? What gap in the market are you meeting? What will your product be?
In our groups, we began to answer these questions and sketch out our business plans. Nearly every week, groups met with instructors to pitch their updated businesses, which evolved as we completed more research and received more feedback. At the beginning of the project, it was stressed that our start-ups would need to be agile, and that became our mantra as the semester progressed and the work piled up.
And every week, we were given additional pieces to complete. Brand guidelines. Marketing and advertising plans. Financials. Websites. Podcasts. The list went on.
Halfway through the project we were divided into additional groups with specific skills (this is where the Tech project came in). The Web Development, Analytics, Media Production, and Ebook teams provided focused support to their media entities following a series of mini lectures aimed at providing them with hands-on skills. Of course, all students were invited to attend the other teams’ lessons.
And just like the fall book project, we made it through to the end of the semester, presenting our launch-ready companies to panels of industry guests. Some of the most rewarding feedback we received was that our final companies were even pitch-worthy to potential buyers. And some of the best presentations I’ve ever seen were on that final day as well: one group even “recorded” the beginning of a podcast as part of their presentation.
While the Media/Tech project will undoubtedly look very different by next spring as our field continues to evolve and the skills that are in demand change, what I hope future classes also take away from the project is the importance of being flexible and ability to find creative solutions.