THE CASE FOR LEARNING ABOUT MEDIA ENTREPRENEURSHIP: AN IMPORTANT GATEWAY TO YOUR FUTURE If you are enrolled in a journalism or communications program, you should shudder if your school never teaches you how to post stories to a content management system. You should flinch if you hear the word “convergence“ dominating course offerings but never hear about design thinking or audience-engagement strategies. And while you should pursue grammar literacy, be wary if you are not learning how to parse the language and patterns of disruptive innovation, particularly the media disruption happening in front of you daily. As U.S. journalism and mass communications programs revamp to prepare you to succeed in today’s rapidly evolving media landscape, there is—bar none—no better place to embrace and refine nearly every skill you will need to know than learning about media entrepreneurship and innovation. In the course of envisioning, prototyping and launching, you will integrate multimedia production, social media distribution, design thinking, data collection and analysis, and audience engagement strategies. As added benefits, you will develop business skills, begin to understand how to develop a product, how to discover customers, and how to manage all these activities so that you can deliver a new entrepreneurial startup. Or you may go the intrapreneurial route and spearhead a new venture inside your existing media organization.