This course explores the economics of the news media, equipping students with the analytical and entrepreneurial tools needed to navigate today’s digital media landscape. By tracing the economic history of the news media and analysing diverse business models available to modern journalism businesses and journalists, students will learn strategies for launching, funding, and sustaining a media startup grounded in the critical balance between commercial viability and journalistic integrity. Success in the journalism industry requires an understanding of diverse digital platforms and innovations, niche markets, and target audiences. Students will examine the transformative power of AI in production and distribution and learn how marketing and insights from analytics all add up to the creation of impactful journalism.