Media Innovation and Entrepreneurship

(3 reviews)


Pub Date: 2017

ISBN 13: 978-1-9890140-1-1

Publisher: Rebus Community

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Reviewed by Rachel Olsen, Instructor, University of North Carolina Wilmington, on 5/22/2018.

I found this text to be comprehensive, especially for use in undergraduate courses. I appreciate the many links within the text where students (or … read more



Reviewed by Hans Meyer, Associate Professor, E.W. Scripps School of Journalism, Ohio University, on 2/2/2018.

I enjoyed this textbook for its comprehensiveness. It covers elements you wouldn't normally expect to see outside of a business textbook, but it does … read more



Reviewed by Phil Beskid, Instructor, Bowling Green State University, on 2/2/2018.

The text definitely covers all areas and ideas of the subject appropriately. I am particularly impressed with the attention to detail and … read more


Table of Contents

Preface from the Editors
Developing the Entrepreneurial Mindset

  • Developing the Entrepreneurial Mindset
  • Taking Risks and Building Resilience on the Path to Innovation
  • From the Field: Q&A With a Young Innovator
  • What’s an Intrapreneur? And How Do I Become One?
  • Looking Ahead


  • Ideation
  • Looking Ahead

Customer Discovery

  • Customer Discovery for Content and Tech Startups
  • Looking Ahead

Business Models for Content & Technology Ventures

  • Business Models for Content and Technology Plays
  • From the Field: Refining Our Business Plan Was the Key to Attracting Our First Investor
  • From the Field: Writing a Business Plan & Budget

Nonprofit Model Development

  • Nonprofit Model Development
  • From the Field: The Knoxville Experiment
  • Exercise: Being a Media Nonprofit

Freelancing as Entrepreneurship and Consulting as Business Models

  • Freelancing as Entrepreneurship and Consulting as Business Models
  • From the Field: How to Get and Keep Gigs as a Freelance Journalist
  • From the Field: How I Ditched the 9 to 5 and Built a Business I Could Live With
  • Looking Ahead

Startup Funding

  • Startup Funding: Introduction
  • Startup Funding: Why Funding
  • Startup Funding: Traditional Venture Funding
  • Startup Funding: Nontraditional Funding Sources
  • Startup Funding: Crowdfunding
  • From the Field: Friends, Family and Fools Funding
  • From the Field: The Journey from Listening to Leader
  • From the Field: Your Kickstarter Campaign is a Story
  • Looking Ahead

Pitching Ideas

  • Pitching Ideas
  • From the Field: The Perfect Pitch
  • Looking Ahead

Marketing Your Venture to Audiences

  • Marketing Your Venture to Audiences
  • Marketing Your Venture: Engagement and Analytics
  • Looking Ahead

Entrepreneurship Abroad: Cultural and International Perspectives and Challenges

  • Entrepreneurship Abroad: Cultural and International Perspectives and Challenges
  • From the Field: A Short History of Silicon Valley

Planned Additions
Instructor Resources
About the Authors
Cover Credits
License & Remixing Information
Help to Expand This Book!
For Beta Testers
Suggestion Box

About the Book

This is the first edition of a modular open textbook designed for entrepreneurial journalism, media innovation, and related courses. This book has been undergoing student and faculty testing and open review in fall 2017. Feedback has been implemented in Version 1.0 and will continue to be implemented in Version 2.0 (ETA spring 2018). An accompanying handbook will include additional activities, ancillary materials and faculty resources on media innovation for instructors.

About the Contributors


Dr. Michelle Ferrier is an associate professor in the School of Communications at Elon University in North Carolina. She is the founder and publisher of, a site dedicated to good, local food.

Elizabeth Mays is an intrapreneur and marketer for lean organizations and small businesses and an adjunct professor teaching entrepreneurial journalism at the Walter Cronkite School of Journalism and Mass Communications. Her areas of expertise include Web and marketing strategy, content marketing and editorial oversight, Web project management and an understanding of SEO and analytics.