New Media Management

State of the art for now

Overview• The philosophy of New Media

Management in the Newhouse School.

• The complexity of the space.• The imperative of technology.

Get to the point.

This is a ‘Do Not Walk’ sign

This car will hit you• DZH 7092

Select readings

How to read a book• First pass, read the first sentence of each paragraph in a

chapter; this will give you a sense of the direction the author is taking to prove his/her point. (10 minutes)

• Ask yourself, what is the core issue s/he is dealing with? (10 minutes)

• Think critically about assumptions and conclusions the author makes. Write a sentence to argue. (15 minutes)

• Answer: What forces increase the probability of preventing/ensuring success? (20 minutes)

• Read thoroughly for details and insight. Linger on the diagrams and derive a narrative. (120 minutes)

• Jot down a prediction for what comes next. (5 minutes)• Total time: 3 hours

The deliverables• Presentation of the core ideas– adhere to the Pareto Principle – discern the regulatory signals

• One page summary of the core ideas.– Get to the point.–Write a well-formed critique/counter if

you have it. Include a current example.

Every Company is a Media Company

• They communicate with their customers over multiple channels using many platforms.

• They don’t have a mass, undifferentiated audience, and they have to discern their audience with data.

• People have preferences and histories.

There are large scale forces at play• Economics of long cycles• The life of capital.• There is a dynamic relationship between capital,

scale, and innovation.

• The legal / regulatory system’s role in economic viability.

• The dynamics of digital networks.• The dynamics of networked disruptive enablers.

The basics of the technology• The client-server technology stack• The Open Systems Interconnect (OSI) is composed of

7 layers:– Application Layer | dynamic data– Presentation layer | fixed data– Session Layer | enabled data– Transport Layer | tcp software– Network Layer | configured hardware (IP)– Data Link Layer | switches, bridges,

ethernet– Physical Layer | servers, circuit boards

• Order is crucial; each layer is made possible by the one below.

Data generated in the stack