How you approach a book such as this will depend on whether you are a student or an instructor. In either case, you’ll undoubtedly want to know more about certain topics. Therefore, we’ve created two websites with online and interactive material that will complement and expand upon what is bound together in this print copy.
On the instructor’s website, www.wiley.com/go/abernathy/StrategicDigitalMediaEntrepreneur, you’ll find lesson plans for each chapter, PowerPoint presentations that summarize the main points and can be used in a classroom, potential assignments related to the case studies or exercises in each chapter, updates to the case studies, and suggested supplemental readings.
On the student and professional website, www.cislm.org/digitalstrategy, you’ll find essays and interviews with innovators and entrepreneurs in for‐profit and nonprofit media enterprises who are attempting to develop sustainable digital business models, as well as prognosticators who are anticipating “the next big thing.” They’ll share insights they’ve gained and lessons learned so you don’t have to reinvent the wheel. There will also be podcasts, videos and webinars that explain the concepts in the book. For example, short instructional videos explain how to calculate the financial value of a media enterprise, or how to map a customer’s journey from awareness of your media offering to purchase and re‐purchase. This book is part of a broader initiative, the Center for Innovation and Sustainability in Local Media, funded by a grant from the Knight Foundation. Therefore, you are also encouraged to explore the broad range of resources housed on the Center’s site, www.cislm.org, including material provided by our faculty and research colleagues at the School of Media and Journalism at the University of North Carolina at Chapel Hill.
As both an innovator and entrepreneur, you’ll encounter exciting possibilities and challenging obstacles. The journey ahead is unpredictable. You need a strategic framework for making short‐term and long‐term decisions. Our websites will offer opportunities for you to give us feedback that we can share with others as they, too, set out on an adventure of discovery in the digital age.