(The Guardian, January 18, 2009) As news organisations struggle to find new revenue models, education offerings seem to be a very good way to extend the brand and earn extra revenue. This spring, the New York Times will start awarding certificates in conjunction with several universities to students who pay to take its online courses.
 
Two years ago, the New York Times Knowledge Network launched, providing distance education courses with a curriculum shaped partly by its editors and journalists. However, as online education has become a profit centre the aim now is not only to transfer its expertise of the newsroom but to earn money at the same time.
 
As the New York Times employs experts in many different fields the subjects of the courses vary from wine to mathematics, from cooking to business, from multimedia journalism to the writing of food reviews. Some courses are non-credit, continuing education courses, some certificate programmes and courses granting professional development credits.
 
The NYT and the universities share the revenue they get, from $235 for a media course in partnership with with Ball State University, $495 for a course about travel writing, $1,950 for a five-course certificate in entrepreneurship offered with Rosemont College.
 
For example, New York Times video journalist Rob Harris will do a Q&A; Travel, Home and Dining editor Dan Saltzstein wil provide some inside views; or food critic Joan Nathan will be interviewed.
 
Up until now, newspapers didn't involve themselves too deeply with education, although a lot of journalists have always been involved in teaching and giving speeches. Meanwhile, cothers have become involved in hosting conferences. Now, as most publishers are looking desperately for new ways to earn revenues, teaming up with lucrative education might become more interesting.