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How handing out water helped me network (+ other lessons we learned in NYC)

A big perk to living in New York City is that there are a lot of career-related activities. The Newhouse NYC students discuss all the lessons they have learned from these events.

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Just another day at the (Facebook and Instagram) office

On October 1, the Newhouse in NYC students took a very Instagram-able trip to the Facebook/Instagram offices.

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Moments that made me feel like a New Yorker

When I first got to the city, I felt "Lost in New York." But after spending some time here, I, and the other Newhouse NYC students, feel that we can finally call ourselves "New Yorkers."

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Meet Newhouse NYC’s new professors: Bruce Perlmutter (Condé Nast) and Wendy L. Wilson (TheGrio)

Bruce Perlmutter and Wendy Wilson are Newhouse in NYC's newest professors.

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Food + Art = A great start to the semester

We've lived in the city a few weeks now and it's official: our favorite things to do are eat and go to the Met.

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Content Distribution for the Digital Age: A talk with Ed Bleier and Alan Wurtzel at Newhouse NYC

By Casey Russell

It’s no secret that the way Americans consume media content has drastically changed since the dawn of the digital age. Netflix reigns supreme over the legacy broadcast corporations, social media has replaced the newsstand as the number one source for news, and publishers are furiously trying to adapt to a landscape whose topography shifted from a flat prairie to a steep mountain.

That was the subject of conversation for Thursday, April 19’s Newhouse NYC panel at Syracuse University’s Fisher Center in midtown Manhattan. Ed Bleier (‘51), former Warner Bros. president and former ABC senior executive, invited his longtime friend Alan Wurtzel, former president of NBC Research, to speak about the changing media landscape and what that means for content and distribution.

The talk, titled “Fighting for the Future: Must Content and Distribution Be Combined?,” gathered a crowd of about 50 people. Attendees included current Newhouse NYC students, guests of the panelists, and NYC-based Syracuse University and Newhouse alumni.

Ed Bleier (’51)

While Bleier attended Syracuse University, he wrote for the Syracuse Herald Journal and worked for several radio stations. During the summers, he was a copyboy for ABC News, and quickly rose through the ranks. By the 1960s, he was a senior executive at the media company and oversaw ABC’s first block of Saturday morning cartoons, including Warner Bros. famed Looney Tunes franchise.

As president of Warner Bros., Bleier was part of the teams that created MTV, Nickelodeon, TMC, and other household-name cable TV stations.

One of Wurtzel’s biggest accomplishments as president of NBC Research was developing a new method to measure an individual viewer’s exposure across multiple platforms to any given TV program, called Total Audience Measurement Index, or TAMi. Although he retired last year, he still stays involved with NBC Research as a senior advisor.

NBCUNIVERSAL EXECUTIVES — Pictured: Alan Wurtzel, President, Research, Photo by: NBCUniversal

Wurtzel attended Oberlin College as an undergraduate and then received a J.D. from Yale University. Though not a Newhouse grad, he became an honorary Orange alumni when he presented at the panel.

Kicking off the panel by sharing data about today’s content consumption, Wurtzel explained that even a large percentage of older survey responders, who generally tend to be more technophobic, feel comfortable accessing their favorite programs online. His data also showed that older people feel that the way they consume television has changed over the past five years.

Bleier and Wurtzel carried on an hour-long dialogue about the changing media landscape before opening up for questions.

“The problem is not finding new ideas, it’s abandoning the old ones,” Bleier said referencing traditional media practices, both in business and in content creation.

For young media professionals on the cusp of entering the workforce, the fact that time-tested content distribution models are evolving is an assuring reminder of the power recent graduates can have in a new world.

“Someone’s got to do the job and it might as well be you,” Wurtzel said.

Casey Russell is a junior magazine major and a current Newhouse NYC student interning at The Whitney Museum and Blue Medium.

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I Thought I Knew Everything About Social—Until I Became a Social Media Intern: 3 Newhouse NYC Students Reflect on Their Social Media Careers

For college students, social media is no foreign territory. Almost all college students have social media profiles, and they have watched the growth of almost any social media platform that exists. Maybe that’s why going into social media internships, students don’t expect to be doing things that feel brand new. However, they soon find out there is, indeed, a side to social media that they did not know.

According to Simone Oliver, Newhouse NYC’s social media professor and Facebook’s Editor of Magazine & Lifestyle Partnerships, different social media platforms come with different opportunities for brands.

Facebook is the largest opportunity to reach consumers in a non-intrusive way, and Twitter’s micro-messaging and micro-blogging nature harnesses immediacy,” says Oliver.

Instagram, on the other hand, has the potential to connect people around the world with brands in a more personal and visual way than most marketing strategies, and encourages customer participation and the power of hashtags, Oliver says, while Snapchat allows brands to connect to the 25 and under age group.

Understanding the roles of various platforms is just one aspect of what students might learn during a social media internship. Here, three Newhouse NYC alumni share what else they’ve learned while interning in the social space.

Leah Greene ‘16 (Advertising)

Newhouse NYC Internship: Social Media Intern at Young & Rubicam

Current Job: Community Manager at R/GA

Leah Greene, an account management and social media intern at Young & Rubicam during her Fall 2014 Newhouse NYC semester, did not initially want to be a social media intern.

“I didn’t use social media as much as most of my friends—I think I just thought it was boring or didn’t know what to post to it. When I first met with Cheryl, I told her that I definitely did not want an internship working in social media. I can’t really remember why, but I was sure I wanted to do traditional advertising,” Greene says.

However, her semester did not go quite as planned. She was an account management intern at Y&R, but her supervisor was managing social for Land Rover, which meant that she would be fulfilling the duties of a social media intern as well—even though she did not realize that at the time.

“I was looking into online conversation about the category and brand, pulling quantitative and qualitative data for wrap-ups and reports, writing copy for social posts, and curating content for our digital campaign,” Greene says.

Greene learned what it meant to be a brand in social—mainly how to develop the social strategy that guides tone of voice, target demographic, and which social channels to use. She clearly enjoyed her role, as she continued to work in social media at MRY, Tribal Worldwide, and now as a Community Manager for R/GA.

Chazz Inniss ‘17 (Magazine)

Newhouse NYC Internship: Digital Communications Intern at Oscar de la Renta

Unlike Greene, current Newhouse NYC student Chazz Inniss was passionate about social media from the start.

“Before my internship, I was well-versed in all things social. I regularly used Snapchat, Instagram, Twitter, and Facebook. I loved social because it’s a fun way to connect with people. I have this saying ‘on brand’ and I always make sure my social media presence and my daily life reflect that,” Inniss says.

As a digital communications intern at Oscar de la Renta, Inniss assists his supervisor in planning social media content for the month, and doing competitive research and analysis on other brands.

“Honestly, no day is ever the same at my internship,” Inniss says. “I could go from one day planning Instagram for the next week and then the next day doing research and outreach on up-and-coming influencers.”

He says he still has the same love and passion he had for social media since he started his internship, but he does notice the differences between how a brand uses social media and how he does.  

“The true difference between how I use social media and how a brand uses it is that a brand has decades of reputation and history to go off of. For me, my brand identity is something new that I continue to develop as I go further in my career and life. Also, with my personal account there is a lot more room to have some fun. That doesn’t mean a brand doesn’t have room to explore and evolve, it just can come at a risk,” he says.

Christy Fox ‘17 (Advertising)

Newhouse NYC Internship: Digital Media Intern at Cosmopolitan

Current Job: Assistant Account Executive & Community Manager at Marina Maher Communications

Christy Fox was passionate about social media just like Inniss, and specifically sought out a social media internship for her Fall 2015 Newhouse NYC semester.

“My interest in working in social really stemmed from the passion I had for it in a personal capacity. I was never one to shy away from social media, as I’ve always had a positive impression on the power of social media as a communication tool,” Fox says.

During her Newhouse NYC semester, Fox’s internship at Cosmopolitan was very reporting heavy. She was responsible for taking metrics sent from the publisher and putting together a recap for her team that was digestible and helpful. Additionally, she kept her team up to date on trends and news that competitors were publishing.

“My first internship [at Cosmopolitan] was really interesting because Snapchat Discover had just launched, so I got to experience the platform in a really in-depth way that a lot of people in the field hadn’t had the chance to. This taught me the importance of keeping an eye on emerging platforms and knowing where and how your brand can play in that space,” she says.

Fox says each and every brand out there has a unique voice that a community manager is expected to learn and master, which is very different from that employee’s personality and tone.

“My view of social media did change after my internship because I never realized just how many hands are on deck to run any given channel. I always assumed it was just an intern behind a desk managing a Twitter or Facebook account, but I couldn’t have been more wrong. There are extensive teams dedicated to each and every platform a brand has, which is what makes social media so dynamic and exciting,” she says.

Deniz Sahinturk is a Magazine junior and a current Newhouse NYC student interning at Psychology Today.