Program Focus (check the box this idea falls within)

New student/

consumer

X X X

Current student/

consumer

X X X

Extension or sharing of

existing programs

Programmatic extensions based on existing programs

Collaborative pursuit of new programs

Evaluating Fit with Mission

6. Describe how this fits our collective institution mission.

Conveying information in an ethical way; creating media-savvy graduates who can assess and interpret information. Students on both campuses have been taught to gather, analyze and report/communicate information. Our main thrust is to tell stories – the media is different, but the message is the same.

How do we convey what is happening in our communities in an ethical way?

There are also opportunities with the existing Journalists’ Workshop and Synapse Matters courses on the SBU campus to pursue a larger mission in the Western New York area. The Journalists’ Workshop is intended to provide an online newspaper/broadcasting experience to students at SBU and allow them to cover the local area. It could be expanded to include in-depth coverage of surrounding communities in the Buffalo area. Synapse Matters is our student-run strategic communication agency that takes on real-world clients in the southern tier. This could easily be expanded to include non-profits and small businesses in Western New York. Classes in the DMAC program at HC have already incorporated service learning components. This would be an extension of that idea to include both campuses.

Programs like this lend themselves to external funding opportunities. Please see NY Times article “Local News, Off College Presses” April 13, 2014 attached to this proposal.

7. How can you substantiate this?

At SBU, we have been pursuing accreditation through ACEJMC, the industry’s accrediting body. As part of this pursuit, we have developed programming mindful of industry standards. Additionally, at SBU and HC, we have advisory councils comprised of alumni and other industry professionals who regularly advise us on what is necessary and what is missing – so that we may fill in the blanks. One way of ensuring that we are meeting standards and are keeping with the mission of both universities is by including ethical standards and discussions in each of our courses. Additionally, we include commentary and discussion of diversity and globalization issues in each course so that students are prepared for the global stage in a culturally sensitive manner.

ACEJMC is undeniably something that the Hilbert Digital Media and Communication department has been interested in pursuing. Resources to go after such an accreditation have been lacking, until now when there is a possibility of merging with SBU. The ACEJMC accreditation is a gold standard in the field of Journalism and Communication education. A list of ACEJMC accredited institutions include some of the best Journalism schools in the country including Columbia University, NYU, Syracuse, University of Missouri, UC Berkley to name a few. The accreditation would no doubt raise a program’s stature in the academic world as well as with their alumni and prospective students.

Another hot button for ACEJMC is diversity – in faculty, students and student experiences. We have an increasingly diverse faculty and student body, but we would like to continue to pursue joint options of diverse experiences. For example, one idea that has been brought to the table is working with refugee populations in the city of Buffalo in telling their stories. Not only would it provide an outlet for the community to tell their stories, it would provide valuable insight for the students and faculty involved.

Market Data to Support the Program

8. What does the job market look like for graduates of this program?

Expanding job market as media continues to shift to technology-based areas (internet, etc.), as well as companies looking for individuals to do multiple COM-related jobs.

The following data have been taken from the U.S. Department of Labor, Bureau of Labor Statistics, Occupational Outlook Handbook and note how much in terms of percentage each profession is expected to increase in available jobs between 2012-2022.

Public relations and advertising specialists and managers will increase 12% through 2022.

Multimedia artists will increase by 6%.

Market research analysts will increase by 32%.

Technicians (behind the scenes folks) will increase by 9%.

Film and video editors, producers and directors will increase by 3%.

Photographers will increase by 4%.

Technical writers will increase by 15%

The following information details the nature of the news industry as detailed by the Pew Research Center, State of the News Media, 2014 (summary noted below)

Advertising still drives news-gathering revenues followed by the audience, personal wealth, capital investment and philanthropy. Other up and coming revenue streams include event hosting, marketing services and web consulting.

The news industry still represents $63-65 billion in annual revenue.

The business model is changing with digital outlets popping up like BuzzFeed, aggregators like the Huffington Post, The Blaze, Drudge Report, Gawker. Our own SBU alumnus - Adrian Wojnarowski – is a sports writer for Yahoo Sports, an online sports journalism outlet.

Jeff Bezos, founder of Amazon, bought the Washington Post; Vox Media is investing in Ezra Klein’s explanatory journalism project; EBay founder, Pierre Omidyar’s investment in First Look Media are all highlights of a changing landscape driven by digital pioneers.

Newspapers are still the dominant form of news (online or in hand) followed by local TV news, cable, weekly newspapers, network TV news, non-commercial news, news/talk radio,

digital/native news, and news magazines.

Anecdotal Information

In conversations with alumni and professionals in the field, it is clear that the field is changing at a rapid pace. Additionally, the traditional “news” job now includes web development, video production, photography and mobile use. These skills are also necessary in fields in which public relations and advertising is the norm. Non-profit and for-profit companies rely on folks with these skills more and more. It goes beyond being able to write, but being able to communicate with whatever medium is necessary and strategic for the task at hand.

8a. What job data will you seek and from where?

[Information quoted above from the sources below]

Pew Research Center, State of the News Media, 2014

U.S. Department of Labor, Bureau of Labor Statistics, Occupational Outlook Handbook (available as an online database)

9. What could enrollment look like in the first three years?

Our combined enrollments are about 450 undergraduate and graduate students

A three year estimate of 550 is not unreasonable. It could be higher if we continue to pursue online options.

9a. Where can you get this enrollment data?

Current enrollment can be gathered from both schools

10. What other institutions offer a similar program/offering?

Ithaca College, Syracuse University, Canisius College, Buffalo State (Buffalo State is also the only college/university in our primary marketing area with ACEJMC accreditation), SUNY Fredonia, SUNY Brockport, SUNY at Buffalo, Niagara University, Mercyhurst University. Arguably, Ithaca and Syracuse would be the primary competition if we combined programs. No other college/university noted above could reasonably compete if we were to combine programs.

The institutions noted are in our marketing area and would potentially draw the same students. If you are looking outside the area, many colleges and universities across the country would have similar programs. Not many or none would have a two-campus model like this.

10a. Which of these institutions could serve as a model for this program?

Ithaca and Syracuse would be the most reasonable if we stick within our marketing area. If we look outside the area, we would suggest thinking big and looking at Columbia, New York University, Missouri, etc.

10b. Who would you consider the biggest competitor for a similar offering?

Those universities in our immediate marketing area as noted above. That said, if we combine forces as outlined/anticipated, there will no competitor in our area offering what we will.

As soon as the combined program was to be brought to the metro campus, we would be in direct competition with SUNY Buffalo State, Niagara University, Canisius College and SUNY Fredonia, all which are in 30 minutes of the Hilbert campus. Online offerings would no doubt be a draw beyond the 1-hour driving radius. Also, none of the colleges mentioned above offer graduate programs as well regarded as the IMC program (Canisius offers an MA in communication & leadership and Buffalo State offers an MS

in multidisciplinary studies/PR track). It might be prudent to look into a second graduate offering in journalism and communication.

Let’s Get Specific