Magazine article The Times Higher Education Supplement : THE

Publishers Tap Education to Combat Drop in Print Sales

Magazine article The Times Higher Education Supplement : THE

Publishers Tap Education to Combat Drop in Print Sales

Article excerpt

David Matthews investigates attempts to entice students as next- generation subscribers.

With consumers buying ever fewer newspapers and magazines, and advertising revenues squeezed by the recession, media organisations have been striking out into higher education.

Conde Nast, the publisher of Vogue, has launched a College of Fashion and Design that will open its doors to students in 2013. For Pounds 23,472, it will offer a year-long foundation diploma that promises internships at the publisher's titles for "a select handful of the college's most gifted students".

The Guardian newspaper has held talks with City University London and the University of Westminster about the possibility of establishing a Pounds 9,000- a-year digital journalism postgraduate course.

But a different approach is being tried by the Financial Times, explained chief executive John Ridding in an interview with Times Higher Education. Instead of linking to a particular higher education course, the newspaper is trying to win the affection of students by creating tools that will enable business schools to use the FT's journalism in their teaching and, at the same time, help the publication to create a new generation of subscribers.

MBA Newslines allows students and faculty to annotate online FT articles, create case studies that are built around real-life events, and share analysis between schools.

"We don't see this as a quick buck," said Mr Ridding, who was previously a correspondent and deputy editor of the paper. "The real thinking here is to develop the readership of the future. A newspaper or a news service must have some kind of emotional connection," which can be formed at university, he argued. …

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