Texas Tech University

College of Media & Communication
College of Media & Communication

The College of Media & Communication at Texas Tech University is hosting the second annual Reaching Audiences Conference Tuesday and Wednesday (April 7-8).

The conference is designed to bring academic researchers and industry professionals together to discuss current topics while including Texas Tech students and faculty in the conversations, said Kent Wilkinson, the Thomas Jay Harris Regents Professor in Hispanic and International Communication.

Two central themes will highlight the conference – media management, and economics and Big Data. The speakers at the conference will be joined by some of the college's experts, including Todd Chambers, associate dean for student affairs; Geoffrey Graybeal, assistant professor of media strategies; and Maria Elena Gutierrez Renteria, visiting professor in the Thomas Jay Harris Institute for Hispanic and International Communication.   

“The conference's two central themes are critical in today's media environment where trends and conditions change quickly,” Wilkinson said. “This is the situation students will be facing when they enter the industry, so the conference provides an excellent opportunity for them to learn more and connect with insiders.”

The conference begins at 8:30 a.m. Tuesday (April 7) focusing on media management and economics. Sessions will include an academic panel discussion about trends and opportunities in media management, and a local industry panel discussion of perspectives on management in Lubbock's growing market that will feature executives from the Lubbock Avalanche-Journal, Smooth Fusion, the Price Group and KAMC/KLBK television.

Greg Lowe, a professor at the University of Tampere in Finland, will give the Thomas Jay Harris Plenary Address entitled “The Collaborative Challenge: Connecting Academe and Industry for Mutually Beneficial Ends.” Tuesday afternoon will feature panel discussions, a class discussion on media entrepreneurship, a workshop on Big Data analytics and a discussion on how media managers are using social listening and other Big Data techniques.

Tuesday's events conclude with W. Russell Neuman a professor of media technology in the educational communication and technology program at New York University, delivering the Cathryn Anne Hanson Buesseler Lecture entitled “The Digital Difference: How Technology and Economics Interact in Media Evolution.”

Wednesday's theme on Big Data and media strategy will feature a session focusing on how industry and higher education institutions will increasingly depend on Big Data followed by a session on assessing the conceptual and applied utility of Big Data insights. The conference will conclude with a roundtable discussion at noon.

To find out more about the Reaching Audience Conference and its events and speakers, visit www.depts.ttu.edu/comc/reachingaudiences.

To join the conversation on Twitter, use #ReachingAudiences.