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Understanding Media by Understanding Google
Prof. Owen R. Youngman
Knight Professor of Digital Media Strategy
Medill School of Journalism, Media, Integrated Marketing Communications
Few people who “just Google it” to find an answer to their every question understand just what the company does (and why). Through this course, you'll join the minority that really gets it.
Sessions:
| Sep 16th 2013 (6 weeks long) |
About the Course
Google Inc. is one of the key success stories of the Internet era. The company has expanded beyond its original search business through innovation and acquisition to touch the lives of nearly every person who lives life online. Americans spend more than 3,400 hours per year using consumer media, the field where Google’s impact is most profound, and increasingly must understand what the company has wrought not only to control our offline and online environments, but also to interact and engage successfully with anyone in our professional and personal lives.
You will learn how to understand the tactics that modern media companies, journalists, marketers, politicians, technologists, and social networks are using to reach you and affect your behavior. You will learn how to adopt strategies that put them on an even footing with these entities in achieving your own communications goals. We'll
You will learn how to understand the tactics that modern media companies, journalists, marketers, politicians, technologists, and social networks are using to reach you and affect your behavior. You will learn how to adopt strategies that put them on an even footing with these entities in achieving your own communications goals. We'll
- think about, react to, and write about half a dozen important books about Google;
- read a sampling of newspaper and magazine reportage from Google’s entire history;
- monitor news sites and specialized blogs about the company and its competitors;
- take note of our own usage of Google and other online resources; and
- learn how to anticipate the future impact of the company and its competitors on information consumption, creation, and distribution.
Prof. Owen R. Youngman
Knight Professor of Digital Media Strategy
Medill School of Journalism, Media, Integrated Marketing Communications
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Owen Youngman was appointed to the Knight Chair at Medill in January, 2009, after a 37-year career at the Chicago Tribune focused on new product development, innovation, and interactive media. He created such Web sites as chicagotribune.com and metromix.com as the Tribune’s first director of interactive media (1995-99); directed the development and launch of RedEye (2002), the Tribune’s successful daily for young urban commuters; and, in nine years as a vice president and senior vice president, oversaw strategy and development, marketing, and the company's developing businesses.
At Medill, Youngman teaches both graduate- and undergraduate-level courses, including the graduate school’s capstone innovation projects; collaborative courses with professors from the McCormick School of Electrical Engineering & Computer Science; and classes he has created in which students analyze the role of technology and media economics in journalism today, and anticipate the changes that will take place in the future.
A user of online services since 1982, Youngman served on a 1992 task force that created Tribune Company’s first explicit technology strategy, with a focus on creating and storing information in media-independent formats. Later, after inaugurating the Chicago Tribune’s editorial efforts on America Online, in 1995 he received Tribune Co.’s Values Award for directing the year-long, cross-company project that led to Good Eating—a reinvention of the Chicago Tribune food section that was mirrored both on television and online, taking the then-radical approach of making its content available (both on TV and on AOL) three days before appearance of the printed section.
During a Tribune career that began in 1971 as a copy boy on the weekend night shift, Youngman held newsroom positions including deputy sports editor, associate metropolitan editor/suburban news, associate features editor, associate managing editor/financial news and managing editor/features. His responsibilities on the business side from 1999 to 2008 included strategic marketing; community relations and the Tribune’s philanthropy; direction of the company’s developing businesses, including CLTV News, Hoy, Chicagoland Publishing Co., and RedEye; events; research; readership growth; and cross-company project management. He led teams that acquired Chicago magazine and the Printers Row Book Fair, where he has interviewed authors such as Garry Wills, Umberto Eco, and Nicholas Carr.
In 2007, Youngman worked directly with Google on behalf of Tribune Co. as part of an industry investigation of how the search giant's advertising approach might be used in newspapers. In 2008, he envisioned and helped create a social media strategy that increased traffic to chicagotribune.com by 10% within three months. (In June 2013, he was selected to participate in Google's "Glass Explorers" program as an early purchaser of the wearable computing device Google Glass.)
Youngman received the honorary degree of Doctor of Humane Letters from his alma mater, North Park University, in 2005, and is a member of the Ashtabula (Ohio) High School Alumni Hall of Fame. He serves on many nonprofit boards, plays the trombone, and has sung the National Anthem at Wrigley Field.
At Medill, Youngman teaches both graduate- and undergraduate-level courses, including the graduate school’s capstone innovation projects; collaborative courses with professors from the McCormick School of Electrical Engineering & Computer Science; and classes he has created in which students analyze the role of technology and media economics in journalism today, and anticipate the changes that will take place in the future.
A user of online services since 1982, Youngman served on a 1992 task force that created Tribune Company’s first explicit technology strategy, with a focus on creating and storing information in media-independent formats. Later, after inaugurating the Chicago Tribune’s editorial efforts on America Online, in 1995 he received Tribune Co.’s Values Award for directing the year-long, cross-company project that led to Good Eating—a reinvention of the Chicago Tribune food section that was mirrored both on television and online, taking the then-radical approach of making its content available (both on TV and on AOL) three days before appearance of the printed section.
During a Tribune career that began in 1971 as a copy boy on the weekend night shift, Youngman held newsroom positions including deputy sports editor, associate metropolitan editor/suburban news, associate features editor, associate managing editor/financial news and managing editor/features. His responsibilities on the business side from 1999 to 2008 included strategic marketing; community relations and the Tribune’s philanthropy; direction of the company’s developing businesses, including CLTV News, Hoy, Chicagoland Publishing Co., and RedEye; events; research; readership growth; and cross-company project management. He led teams that acquired Chicago magazine and the Printers Row Book Fair, where he has interviewed authors such as Garry Wills, Umberto Eco, and Nicholas Carr.
In 2007, Youngman worked directly with Google on behalf of Tribune Co. as part of an industry investigation of how the search giant's advertising approach might be used in newspapers. In 2008, he envisioned and helped create a social media strategy that increased traffic to chicagotribune.com by 10% within three months. (In June 2013, he was selected to participate in Google's "Glass Explorers" program as an early purchaser of the wearable computing device Google Glass.)
Youngman received the honorary degree of Doctor of Humane Letters from his alma mater, North Park University, in 2005, and is a member of the Ashtabula (Ohio) High School Alumni Hall of Fame. He serves on many nonprofit boards, plays the trombone, and has sung the National Anthem at Wrigley Field.
Northwestern University
Founded in 1851, Northwestern University is a private research and teaching university with an enrollment of approximately 8,000 full-time undergraduate students, 8,000 full-time graduate and professional students, and 2,000 part-time students on campuses in Evanston and Chicago, Illinois, and Doha, Qatar. Northwestern combines innovative teaching and pioneering research in a highly collaborative environment that transcends traditional academic boundaries.
