Digital ABC

The essential guide for media managers and journalists to confront the disrupted traditional outputs of the media industry and to build and operationalise strategies to manage a successful digital transition.

Armenian – հայերեն

Azeri – Azərbaycanca

Belarusian – беларуская

Georgian – ქართული ენა


Russian – русский язык

Southeast Asia

Ukrainian – українська


Module A

Foundations of Digital

Covers the basics of digital and introduction to the economics of digital, monetisation; audience development and audience management; reader revenue, PDFs, e-editions; and daily digital editions.

Module B

Digital Maturity & Strategy

The program will center on creating a business strategy, using Deloitte’s Digital Maturity resources. It will cover audience analysis, technology, operations, organization, and culture, along with strategy theory and strategy document writing.

Module C 

Managing Change

It focuses on change management in an organisation; rolling out a new project or strategy; importance of building good teams for delivery, basic project management, communication, taking a project live, reviewing and refining it.

Module D

Content Strategy

It covers what content strategy is, how it fits into your business, and common challenges. It will also look at the basics of audience strategy, what the difference is between a digital-first approach and audience-first and why this is so crucial.

Module E 


Media professionals must grasp digital strategy and drive change within their organizations to thrive in the digital age. Urgency has grown due to the global health pandemic, climate crisis, and emerging AI technologies.

Target Audience

A basic understanding of digital media would be helpful but is not imperative.

✔Mid-level managers         ✔Journalists        ✔Web editors        ✔Content producers        ✔News editors        ✔Commercial staff in a media

Course Methods

Google PPT version

Accompanying videos


Meet Your Trainers

Lyndsey Jones is the lead author of a forthcoming business education book, Going Digital, to be published by Pearson and FT Publishing in early 2022. She is a former executive editor at the Financial Times, where she played a key role in digital transformation, streamlining editorial operations and reshaping the newsroom to shift its main focus from print to digital publishing and collaborating to secure buy-in to change.
She was the architect of the “broadcast schedule” aligning content publication with peak audiences to boost traffic, engagement and subscription revenue. She also devised a content reduction strategy to allow resources to focus on delivering the FT’s gold standard journalism in digital formats.

Susan Makore has been a media trainer and coach for Zimbabwe for the past 5 years under the World Association of Newspapers’ Women in News project (WIN).  She had been at AB Communications for 12 years, 7 of them as Chief Executive officer. Having won a number of accolades over the past 5 years, Susan championed the growth of the business into radio, newspaper industry and outdoor advertising.
Prior to joining the private sector, Susan worked for the Zimbabwe Broadcasting Corporation for five years (leaving when she was Chief Executive of Zimbabwe Television) and for Zimbabwe Open University and University of Zimbabwe as a lecturer. Susan was sworn in as a Commissioner of the Zimbabwe Media Commission in October 2020 and is also Vice Chairperson of Gender Media Connect, board member for Zimbabwe Aids Prevention and Support Organisation.

Arab Region/ المنطقة العربية

Ehab Zelaky

Egyptian Journalist, works now as Executive Chief in editor at  Almasry Alyoum newspaper, which is  one of the most successful daily Egyptian newspapers, printed and online. Worked for the last 20 years in several media organizations including Alarabi, Aldostor, RosAlyousef, established Online one the most successful technology magazines in Egypt at 2001. He writes about technology development and it’s relation with media, attend many new media international conferences, and train on CAR, Data Journalism, New trends in Media and Social Media with several local, regional, international organizations.

إيهاب الزلاقي

صحفي مصري، يعمل حاليًا كرئيس تحرير تنفيذي لجريدة ”المصري اليوم“ فى مصر، وهي من أكثر الصحف توزيعًا وانتشارًا، ساهم في تأسيس البوابة الالكترونية للمؤسسة عام 2008 والتي تعمل حاليًا لنشر الأخبار والمحتوى الرقمي علي مدار الساعة، عمل على مدار أكثر من 25 عامًا في العديد من المؤسسات الإعلامية المصرية من بينها العربي، الدستور، روز اليوسف، كما أصدر في 2001 مجلة متخصصة فى التكنولوجيا حملت اسم Online، وهو يهتم برصد علاقة التطور التكنولوجي بالإعلام. شارك فى العديد من المؤتمرات الدولية التي تهتم بوسائل الإعلام الجديدة، ويقوم بالتدريب على مناهج الكار CAR (استخدام الكمبيوتر في العمل الصحفي)، وصحافة البيانات، والاتجاهات الجديدة في الإعلام والشبكات الاجتماعية مع العديد من المؤسسات المصرية والعربية والدولية.

South East Asia

Maria Lourdes (Nini) Cabaero, Member of the WIN Southeast Asia Steering Committee
is a pioneer of new media in Philippine community journalism. She was director for content for the integrated newsroom and editor-in-chief of SunStar Cebu, the flagship newspaper of the Cebu-based SunStar Publishing Inc. network of community newspapers. She retired on March 1, 2021. She continues with SunStar as a columnist and consultant on digital. She holds a bachelor’s degree in journalism from the University of the Philippines in Diliman, Quezon City, and a master’s degree in journalism from the Asian Center for Journalism at the Ateneo de Manila University.
She currently teaches at the Ateneo master’s program for journalism. Cabaero was a Sandra Burton–Nieman Fellow, where she spent an academic year at Harvard University from 2013 to 2014. She won as “Newsmaker of the Year” in November 2020 in the Globe Media Excellence Awards of Globe Telecom for her “impactful body of work” that year and her role in the digital transformation of the community press in the Philippines.

Course Takeaway

A better understanding of the changing landscape, practical skills for action and new relationships with peers in the industry.