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

What are the big issues, crime water, growth, education and how should newspapers cover them. This session will feature programs on:

The state budget: Learn how Florida’s budget affects our future; Glenn Robertson, President, Glenn Robertson & Associates

Understanding Florida’s tax structure: Does save our homes help or hurt the state; Why don’t we have a personal income tax and more; Dominic Calabro, President, Florida TaxWatch

Growth, water and the future of Florida: speaker tba

Who are the people of Florida? Breakdown on demographics, politics and the values; Dean Ridings, President & CEO, Intersect Media

How should newspapers cover the news using print and online to stay relevant; Skip Foster, Publisher, Tallahassee Democrat


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

This session will feature programs on:

An overview of the newspaper industry in Florida and how the media environment, and financial model of the business is changing

A discussion of the newspaper model and how changes in revenue streams have forced newspapers to downsize and refocus

A look at the changing dependence on circulation revenue and online revenues

Why charging for online access makes sense

What is this about a non-profit newspaper?