Although it is still evolving as we hear what our attendees want, here is what we know is set:

• Carol Kruse, Vice President, Global Interactive Marketing for The Coca-Cola Company, will share the innovative social media strategies that make Coke one of the biggest brands in the world, from online advertising, to consumer relationship marketing, plus mobile and gaming tactics.

• Dan Siroker, former Director of Analytics for the Obama presidential campaign, will reveal how the team used data to optimize online operations, raise more than half a billion dollars, register 2 million new voters online, and persuade millions more to make phone calls and get out the vote on election day.

• The popular “Big Eating, Big Thinking, Big Networking Dinner ” at Maggiano’s on Friday night, Jan. 29, which sold out early last year.

Other SoCon10 highlights at the full day session on Saturday, Jan. 30:

•Job hunting? Use Social Media to Generate Buzz and Land Your Next Big Opportunity

• Idea to Marketplace – How to Turn Your Web 2.0 Idea into a Business

• How to use Mobile Applications to Extend your Brand

• Create Mobile Media with your Cell Phone

• Real Time Crisis Communications, Media Outreach and Twitter Tools that really work

• Launching a Web Startup with 3 People, No Money and a Good Idea

• Measuring Social Media Marketing

• B2B Social Media: Activity Needs to Drive Results

• Digital Entertainment and Social Media

• Tactical approaches for marketing to Millenials through social media

• How not to get Ripped off by a Traditional Agency

• Integrating Social Media with eMail Marketing

Remember, register now, don’t get shut out.

Here is why, according to George:

People who do read internet news focus on many fewer sources than what we see in the hard news or the old fashioned newspaper, physical paper world. That means that the journalist whose articles were at the back page of Section B at a middle of the road newspaper is probably not going to see too much readership in the future. Instead, some of the best reporters and the most insightful commentary will come from fewer and fewer sources. But these reporters will have national reputations, and those reputations will be well-financed both from media itself and also from books and speaking engagements.

For the complete Leonard Witt interview with Lisa George see the video or read the entire transcript at the Center for Sustainable Journalism.

Schudson, who recently co-authored The Reconstruction of American Journalism for Columbia University’s Graduate School of Journalism, adds:

We need a mixed model of funding streams and we need society to take a kind of common responsibility for providing news to the democratic republic.

Until recently, he says, journalism “on the whole it has not been that great and I think there is a lot of work to be done.”

Read the whole transcript and see the entire video interview with Leonard Witt at the Center for Sustainable Journalism. This is the third in a 12-part series of interviews, Witt has conducted with top thinkers in the journalism change arena.

The whole video interview and transcript are at our Center for Sustainable Journalism site.

“Things are going to get weirder before they get saner.”

And he adds:

“In real revolutions things get worse before they get better. .. One of the bad things I think is going to happen is, I think civic corruption is just going to rise for towns and regions of under about half a million people. Which is to say, I think the old model of the newspaper is going to break faster than the hyperlocal civic reporting can come in its place.”

You can see my complete video interview with Shirky and read the full transcript at the Center for Sustainable Journalism.

It will be the first of more than a dozen interviews I have videoed on the future of journalism.

Lots of people in the forefront of the journalism change movement are here.

I will be Tweeting bits and pieces at #LeonardWitt and the hashtag for the symposium is #tfon. See you there.

They are producing a Future of the News white paper for tomorrow. Watch for it.

I was asked to speak recently at a conference organized by Yale University with the title “Journalism & The New Media Ecology: Who Will Pay The Messenger?” This irritated me. The question should have been “who will subsidize news production?” because news production has always been subsidized by someone or something. Here’s my list of possible sources of subsidy. What I have left out please put in the comments and I will edit the list. If you have link to add as an example, please provide that too.

1. Government can subsidize, through general tax revenues. As in some Scandanavian countries.

2. Rate-payers can subsidize, a solution that has to be enforced by government. As with the BBC license fee.

3. Political interests can subsidize the press, as with the party press in Thomas Jefferson’s day or labor’s willingness to fund some new media operations today.

4. Philanthropy, as with the rolling grants that Paul Bass secures for the New Haven Independent.

5. Rich egoists will sometimes subsidize, as with Mort Zuckerman and the Daily News and many opinion magazines over the years.

6. Advertisers are of course the most common subsidizers, though as Clay Shirky says “Best buy never signed up to fund the Baghdad bureau.”

7. Entertainment and the revenues it produces can subsidze news production, as with the early days of network television, when the news divisions were loss leaders.

8. Unrelated businesses are sometimes a sources of subsidy, as with the Washington Post Company’s ownership of the highly profitable Stanley Kalpan.

9. Clever spin-offs can subsidize, as with Techdirt’s Insight Community, basically a focus group business featuring the highly informed community that gathers at Techdirt.

10. High earning spouses sometimes subsidize stand alone journalists with start-up sites.

11. Live performances of editorial talent, as with magazine conferences or the fundraisers Ira Glass does for public radio.

12. E-commerce, otherwise known as selling stuff, as with Techdirt’s “Connect with Fans and give them a reason to buy” program.

13. The most passionare users (who can afford it) will sometimes subsidize the production of news available to all, as in the public radio model in the U.S. or the blog Firedoglake at the Libby Trial.

14. Well, you tell me…

It is being live streamed here.

See Twitter posts at #kmedia.

Update: Here are some key conference papers.

On Friday I will be at Yale for the Journalism & The New Media Ecology: Who Will Pay The Messenger? conference and then on Monday I will be in St. Paul at the The Future of News: Creating a new model for regional journalism in America symposium at Minnesota Public Radio.

I want to hear what others are doing, plus I want to exchange our own community supported journalism ideas that we are developing at the Center for Sustainable Journalism, including one on civil rights and social justice reporting. More about that soon.