Anatomy of a Multimedia Organization

Send by emailThe Maynard Institute, in partnership with the Poynter Institute's News University, has created 'Anatomy of a Multimedia Organization,' a business primer on managing an online news organization.

The core material was written by Dickson Louie, a longtime instructor for Maynard's management programs. Louie has an MBA from the University of Chicago and is a CPA. He is a former research associate at the Harvard Business School. He has worked at the San Francisco Chronicle, the San Jose Mercury News and the Los Angeles Times in strategic and financial planning and business development.

'We wanted to give an overview of how an online, multimedia entity works and how the various departments -- from the newsroom to information technology to business development to advertising sales -- must work together to create an online enterprise," said Louie. "While a famous politician once wrote that it takes a village to raise a child, what I wanted to demonstrate through this online case is that it takes the collective efforts of various disciplines to create and distribute an online product for public consumption," he said.

The materia was turned into an e-learning course by the skilled NewsU producers. The institute is particularly grateful to producer Leslie Passante for her creativity and patience. The course is free and is available at:

The basics, from understanding a financial statement, to dissecting different revenue models, are covered. Students can then challenge themselves with interactive activities based on case studies of challenges faced by news organizations.