JOUR 3355 MEDIA ENTREPRENEURSHIP

How To Chart Your Own Path in the News Business

Spring 2018 • MW, 3:30-4:50 p.m., ULee 278 • http://j3355.tumblr.com

Instructor
Jake Batsell, M.A., Associate Professor | Office: Umphrey Lee 282C
214-768-1915 (office); 214-529-2978 (cell); jbatsell@smu.edu
Twitter: @jbatsell | LinkedIn | Instagram
Office hours: MW 2:30-3:30 p.m.; TTH 1-2 p.m. (or by appt., Skype or FaceTime)

“There’s never been a better time, I tell students, to be a journalistic entrepreneur — to

invent your own job, to become part of the generation that figures out how to produce
and, yes, sell the journalism we desperately need as a society and as citizens of a
shrinking planet.” -- Dan Gillmor, director, Knight Center for Digital Media Entrepreneurship

“You don’t have to go work for some company that is trying to get journalism on the
cheap by paying you $30,000 a year. Start something on your own. Report and don’t just
repeat. And don’t be afraid to fail. Failure is good for the soul.”
-- James O’Shea, former editor of the Los Angeles Times and Chicago Tribune

“I’m a very big believer that there are going to be entrepreneurs who are building not just
the next flash-in-the-pan news site, but the next news franchise with a model that
sustains the kind of journalism that there’s a real craving for.”
-- Jessica Lessin, founder, The Information

In Media Entrepreneurship, we’ll explore how you can combine your creative passion and versatile
skills to shape your own media career. A generation ago, young journalists could aspire to master one
skill or platform and work for the same company for decades. No more. The job you’ll have in 10
years may not even exist today. You’ll likely change jobs frequently throughout your career, and you
may even need to create your own job. Here’s the good news: digital tools eliminate barriers to entry
and give you more control over your fate. In this hands-on class, you’ll learn how to develop a new
media business plan in a loose, experiential atmosphere, bouncing ideas off your instructor and
classmates. You’ll also learn the basics of freelancing and self-employment, and you’ll be introduced to
ideas from entrepreneurial journalists and guest speakers. I hope you’ll take what you learn from this
class to become your own boss. Maybe now, maybe later … when opportunity knocks, you’ll be ready.

Learning outcomes are expected in two main areas. You will:

Understand the entrepreneurial landscape of the changing media industry

● Discover the startup culture as a possible career pathway.
● Develop entrepreneurial creativity, identification of opportunity, and business know-how.
● Analyze the editorial mission and business fundamentals of a media startup.
● Recognize that understanding the business model is essential to working for any company.
● Realize that you can deploy entrepreneurial ideas to become an “intrapraneur” within a
larger organization, boosting your appeal as an employee.
● Come away feeling empowered that you can consider independent career paths, both
within journalism (employed or freelance) and in the wider communications world.
● Understand the professional/financial/legal framework for freelancing & self-employment.
Conceive, develop and pitch an entrepreneurial project
● Distinguish between an idea (something you’d like to do) and an opportunity (something
the market needs); clearly state a value proposition.
● Understand the pros and cons of different types of startup funding.
● Develop a business plan bolstered by rigorous market research and competitive analysis.
● Construct and deliver an effective pitch, both individually and within a team environment.

Required materials:
Entrepreneurial Journalism: How to Build What’s Next for News
by Mark Briggs (CQ Press/SAGE Publications, 2012)
Engaged Journalism: Connecting with Digitally Empowered News Audiences
by Jake Batsell (Columbia University Press, 2015)
StartUp podcast by Alex Blumberg (free on GimletMedia.com or your smartphone app)
Various chapters from these free books:
Business Model Generation (Strategyzer, 2010)
Media Innovation and Entrepreneurship (Rebus Community Press, 2017)

We’ll also track the latest developments in entrepreneurial news via blogs, video and social media,
particularly the Twitter hashtag #j3355. Our course Tumblr blog at http://j3355.tumblr.com and
Canvas are the best ways to stay updated on weekly readings.

Grading:
Class and online participation 25 percent
(Attendance, in-class exercises, guest speakers, reaction assignments and social media)

Written and oral presentation on a news startup (team) 15 percent

Individual Concept Pitch 10 percent

Proof of Concept Pitch 20 percent

Team Business Plan and Pitch 15 percent

Final Exam (Wednesday, May 9, 3-6 p.m., ULee 278) 15 percent

“A”s are rare and are awarded only for truly excellent work. Very good work receives a “B”; average
work a “C”; below average a “D.” This is in accordance with SMU regulations. I am happy to discuss
your grade for any project. If you wish to protest a grade, a formal process is available.

Semester grades: 92.5%-100% A 66.5%-69.4% D+

89.5%-93.4% A- 62.5%-66.4% D
86.5%-89.4% B+ 59.5%-62.4% D-
82.5%-86.4% B Less than 59.5% F
79.5%-82.4% B-
76.5%-79.4% C+
72.5%-76.4% C
69.5%-72.4% C-
CLASS POLICIES

Attendance: Treat this class as if it is a job. You are expected to be in every class, show up on time
and turn in work on time. If you must miss class, contact me in advance, just as you would your
editor or boss at work.

Roll will be taken every day. Any student who misses the first day of class may be dropped. With three
or more unexcused absences, you could be dropped or receive an “F.” Absences also will factor into
your class participation grade. An absence will be considered unexcused unless you are able to
provide a doctor's note or some other good reason within 24 hours of an absence. Acceptable reasons
for missing class include a verifiable illness, family emergency, religious holiday or approved school
trip. Again, contacting me ahead of time will always help your case. Those with an unexcused
absence will receive a zero on that day’s class activity and will not be able to make it up.
The SMU Health Center's policy regarding absences is found at
http://www.smu.edu/StudentAffairs/HealthCenter/FrontDesk/ClassExcusePolicy. Please note that there
is a PDF file in this information that you can download and submit to me for consideration of an
excused absence. This form must be filled out fully for me to consider your illness-related absence as
excused. If you consult a physician for an illness and receive specific certification for a recovery time,
absences will be excused if I am given a form from the physician's office.

Classroom computers and cell phones: Please follow common courtesy. Yes, this is a technology-
driven class. But that doesn’t mean it’s acceptable to play games, shop online or catch up on e-mail
during class. Computers and smartphones should be used only to participate in class activities. Silence
your phones during class. If a cell phone rings during class, the instructor gets to answer it.

Academic dishonesty: Plagiarism, fabrication and resubmission or double submission of work

performed for another class all are considered to be acts of academic dishonesty and a violation of the
SMU Honor Code. Any of the above violations will result in an automatic failing grade on the
assignment and a written referral to the SMU Honor Council and Dean of Student Life.

Excused absences for extracurricular activities: If you are participating in an officially

sanctioned, scheduled university extracurricular activity, you will be given the opportunity to make up
class assignments. It is your responsibility to make arrangements with your teacher prior to any
missed assignment. (See University Undergraduate Catalogue.)

Religious accommodations: If you are a religiously observant student who will be absent on
holidays, you must notify your teacher in writing at the beginning of the semester. You should also
discuss in advance acceptable ways of making up any missed work. (See University Policy No. 1.9.)

Disability Accommodations: Students needing academic accommodations for a disability must first
register with Disability Accommodations & Success Strategies (DASS). Students can call 214-768-1470
or visit http://www.smu.edu/Provost/ALEC/DASS to begin the process. Once registered, students
should then schedule an appointment with the professor as early in the semester as possible, present
a DASS Accommodation Letter, and make appropriate arrangements. Please note that
accommodations are not retroactive and require advance notice to implement.
KEY ASSIGNMENT DATES
MEDIA ENTREPRENEURSHIP, SPRING 2018
(Subject to change. The course blog and Canvas always has the most current information.)

Week of Feb. 19
• 90-second pitches delivered in class

Monday, Feb. 26
• Media startup profiles presented in class

Week of March 5
• Individual concept pitches delivered in class

*** Week of March 12-16: No Class – Spring Break ***

Wednesday, April 4; Monday, April 9; Wednesday, April 11

• Proof of concept pitches delivered in class

Wednesday, May 2
• Team pitch competition

Wednesday, May 9
• Final exam, 3 p.m.