ADMISSION CRITERIA: Applicants may submit themselves or be submitted by another newspaper professional. Applicants should have a minimum of three years of experience, or equivalent experience in the newspaper industry or in management.

PARTICIPATION: Attendance is expected at each session. The participant will get the maximum benefit out of this program by attending all sessions. In the event of emergencies, or unavoidable absences, students will be provided with any handout materials.

COST: $300. This includes all four sessions (does not include travel, meals, etc.)

Register Now

Session One

The Next Generation
April 14 | 10 am to 4 pm
UF, Gainesville

Visit the University of Florida and learn how we are preparing the next generation of journalists. Participants will get an overview of research focused on Millennials and learn how to recruit them as top quality employees, as well as customers.


9:00 a.m. – 9:30 a.m. Breakfast / meet your classmates
9:30 a.m. – 11:00 a.m. What and how journalists of the future are learning
11:00 a.m. – Noon Do facts matter anymore? – panel discussion with members of the faculty, who also describe how we are preparing ethical practitioners
12:00 p.m. Lunch
1:00 p.m. – 2:00 p.m. How Millennials engage with media – How to be relevant to the next generation
2:00 p.m. – 3:00 p.m. Where Millennials want to work and what will keep them there
A panel of student journalists and members of The Agency staff discuss what defines a rewarding career
3:00 p.m. Session Adjourns


Session One Hotel Information
Courtyard by Marriott Gainesville
3700 S.W. 42nd Street, Gainesville, FL 32608
Rate: $124
Reservations: Call (352) 335-9100 and reference the Florida Press Association to receive the group rate


Session Two

The Future of Florida
May 19 | 9 am to 3pm
Tallahassee Democrat

What are the big issues, crime water, growth, education and how should newspapers cover them.


8:30 a.m. – 9:00 a.m. Breakfast / meet your classmates
9:00 a.m. – 10:00 a.m. Florida’s Changing Demographics
Florida’s population is growing and changing. Ridings delves into how it is changing and then takes a closer look at how to work with the
fastest growing age group – the millennials.
Dean Ridings, CAE, President, Intersect Media Solutions/Florida Press
10:00 a.m. – 11:00 a.m. Understanding Florida’s Tax Structure
Calabro will examine Florida’s tax structure and explore how local and state tax decisions impact Florida’s growth and future.
Dominic Calabro, President, Florida TaxWatch
11:00 a.m. – Noon Florida and Water
Why water is such a critical issue to our state.
Steven Dwinell, Director, Office of Agriculture and Consumer Services
Noon – 12:45 p.m. Working Lunch – Promoting the News Media’s Interest to the Florida Legislature
Sam Morley, General Counsel, Florida Press Association
12:45 p.m. – 1:30 p.m. Staying Relevant in a Tweeting World
How can newspapers cover the news using print and online to stay relevant?
William Hatfield, Editor, The Tallahassee Democrat
1:30 p.m. – 3:00 p.m. Understanding the Florida Budget
Mr. Robertson will examine how budget decisions impact Florida’s future and why it is important to understand (and question) budget decisions made by the Governor and Legislature.
Glenn Robertson, Former director of the Office of Policy and Budget for three Governors
3:00 p.m. Session Adjourns


Session Two Hotel Information
Aloft Tallahassee Downtown
200 North Monroe Street, Tallahassee FL 32301
Rate: $129
Make Reservations Online


Session Three

Advertising Content and Revenue
June 9 | 10 am to 4 pm
Intersect Media Solutions, 610 Crescent Executive Ct., Ste. 112
Lake Mary, FL 32746


  • Advertising Content & Revenue
  • Mobile initiatives
  • Generating revenue with social media
  • Event marketing and more


  • What do I wear?
    • Thursday reception – Casual. We will meet for an informal dinner at 7 pm.
    • Friday – Business/casual attire.
  • Should I turn off my cell phone?
    • Better yet, leave it in the car!


10:00 a.m. – 11:00 a.m. How the Advertiser Marketplace is changing: What happened to the old model of dependence on big retailers, car dealers and the like? Where do we go from here?
Dana Wardeh, Director of Digital and Media Strategy, Orlando Sentinel Media Group
11:00 a.m. – Noon How the Evolution of Media Has Increased the Value of 3rd Party Partnerships: Advertisers and media companies are forced to think differently to keep up with consumers and their “newly defined” media consumption habits. Now, with the fragmentation of the media market at an all-time high, the need for 3rd party partnerships is critical for long term success.
Carolyn Klinger, Vice President, Intersect Media Solutions
Noon – 1:00 p.m. Working Lunch – Q&A with speakers
1:00 p.m. – 2:00 p.m. The Changing World of Weekly Newspapers
Sandi Kemp, Publisher, Navarre Press
2:00 p.m. – 3:00 p.m. Trends in Local Digital Marketing: What marketing vehicles and tactics local businesses focus on to help them reach local customers in 2017?
Cynthia Serrano, Digital Media Director, Intersect Media Solutions
3:00 p.m. Session Adjourns


Session Three Hotel Information
Lake Mary hotel
Hilton Garden Inn Lake Mary
$109 per night
Reservations: For phone reservations, call hotel direct at 407-531-9900 and use rate name: Florida Press Association
or book online here – or online select Corporate Account and use code 3007220
Reservation Deadline: May 24

Session Four

How to lead in a changing Media Environment
August 9 | 10 am to 4 pm
Naples Daily News, 1100 Immokalee Rd, Naples, FL 34110


10:00 a.m. – 10:15 a.m. Welcome
Bill Barker, Publisher, Naples Daily News
10:15 a.m. – 11:00 a.m. Naples Daily News Tour
11:00 a.m. – Noon Lessons in Leadership
David Dunn-Rankin, President, Sun Coast Media Group
Noon – 1:00 p.m. Lunch
1:00 p.m. – 2:00 p.m. Innovation in Action: The Table Stakes Project
Penny Fisher, News Director and Bill Barker, Publisher, Naples Daily News
2:00 p.m. – 3:00 p.m. Leading With Digital: The Transformation From Traditional to Digital Media and the Importance of Its Success
Carolyn Klinger, VP Strategy, Intersect Media Solutions
3:00 p.m. – 4:00 p.m. How to Lead in a Changing Environment
How changes in revenue streams have forced newspapers to downsize, refocus and retool
Lana Champion, VP Sales and Marketing, Times-Union Media
4:00 p.m. – 4:30 p.m. Your Future with the Florida Press Foundation and Florida Press Association
Gerry Mulligan, FPF Chair and Publisher, Citrus County Chronicle
6:00 p.m. – 7:00 p.m. Reception
with the directors of FPF, FPA, IMS, FMA, FNAME, FPES and FSNE at the Ritz-Carlton

Session Four Hotel Information
Hilton Naples
5111 Tamiami Trail N
Naples, FL 34103
Rate: $108 ask for Florida Press Association rate
Reservation: 239-430-4900 or 1-800-Hiltons
Room Block Deadline- July 28