Moving to the web is not all that new, since most reporters get the bulk of their research from the Internet these days - and don’t even want you to send them a paper press release.

True, they need to learn the vagaries of freelancing, which does require a business plan, if not a recipe for genius.

But they also have to learn how the social media work, and their responsibility for what they write - which is missing in our one-way broadcast news world.

Incidentally, if you’re looking for information on ad placements, you should look around for “ad hot spots” or consult some of the eye track studies. The search-engine-optimization world has been tackling the ad questions for years and there’s a lot of good information out there.

On a broader note … I don’t think journalism students should need MBAs, but if students are going to get into the Web business *and* they anticipate running their own Web publications, it makes sense for them to know the basics of ad placement, CPM rates, and the ethical issues that come up when you start developing content to suit your revenue streams. Is it still journalism if you’re writing to lure ad clicks?

The entrepreneurial journalist should be aware of the business implications of their work.As Mac says we do have to know the basics of business and online advertising is integral to this.

A lot of folks seem to be thinking dollars and cents, though, when they say the word. Business models for content come up (as in, are there any?), as well as how to “make it” in journalism as a free agent.

Monday’s almost here — maybe some more folks will chime in …

Thanks for your comment!

But I had to take the initiative to teach myself more and more. I created a couple web sites. I bought an action script book and reading it for about an hour every night. I started to get it. Now I reference the book when I want to do something new that I don’t know how to do.

I took a broadcast internship and learned higher-level video editing software.

I taught myself final cut pro when I came to the Express-News, as well as Soundtrack Pro and the “dark art” of video compression.

I transformed my blog into something that forces me to stay on top of new things in multimedia journalism, and to constantly check out and learn from other people’s work.

I guess what I’m saying is journalism students have to be smart enough to enroll in classes that will get them started, but they can’t stop there. They have to learn for themselves (no one else will do it for them).

I wish I had enough imagination to come up with a slick username, but, alas, “Mac” is my real name

Anyway, to expand upon this entrepreneurial idea: I think the conversation needs get specific. Whether we’re discussing individual journalism, independent journalism, or citizen journalism, the thing that always drives me nuts is that it never gets down to the money question. All of these independent efforts are lovely, but last time I checked there wasn’t an independent journalist war chest funding all our efforts. (If there is, please tell me where to find it — I need to make a big withdrawal).

The sad truth is that we need to learn the basics of business. We need to know about online advertising (it’s much different than print or broadcast), we need to know how to monetize content without venturing into ethical quagmires (no pay-to-play blogging, please), and — most importantly — we need to understand our own value and seek that value from the folks who (hopefully) pay us.

I’ve had some very limited, hobby-like success on the independent level, and despite reveling in the enjoyment of building an audience and making some spending money, I’m also discouraged at my own meager business sense. I would love to work with someone who understands the business side of Web publishing and could act as a content advocate, but I have yet to find that person. Until that happens — and until I can make enough to support a reasonable lifestyle and afford health insurance, savings, etc. — my own independent journalism projects are destined to remain glorified hobbies.

I’d love to hear how other folks are doing this (and if they’re doing it full-time). I know I could certainly use a pick-me-up!

(BTW — Mindy, thanks for your efforts. I’ve been reading your blog for a while but only recently decided to chime in). — mac