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.


8:30 a.m. – 9:00 a.m. Breakfast / meet your classmates
9 a.m. – 11:00 a.m. What and how journalists of the future are learning
11 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 Foundation 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; speaker tba

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
FPA Office, Lake Mary

Learn how to make the most of ad content, social media strategies, native advertising, events and mobile initiatives. This session will feature programs on:

How ad content in newspapers has changed and why. What happened to the old model of dependence on big retailers, supermarkets and car dealers?

What happened to the classified reader market and what strategies are now working in Florida? Employment, real estate and garage sales

How to generate revenue using social media?

What mobile initiatives are working? What does the revenue model look like?

Event marketing and how it uses core strength of newspaper to deliver audience

Overall – How can newspaper advertising be successful for existing customers and break into new markets?

Session Four

How to lead in a changing Media Environment
Location & date tba

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?