CMA Digital Transformation Seminar Series


Publishing is in a period of transition. Ad revenue is shrinking, audience habits are shifting, new technologies keep adding more ways to reach people… and the struggle to stay on top of it all can feel Sisyphean. Happily, the best time to change is when everything is already changing, and the CMA Digital Transformation Seminar Series is designed to help you and your team seize the moment.

Now in its third year, this 100% remote, low-cost, low-intensity training program walks you and your team through the transformation process at a pace that can be integrated into your existing workload. You’ll learn how to build change into your workflow in six two-week modules delivered in a group Seminar format, brainstorm experiments with your own team, and compare results with your fellow teams working in parallel. We’ll focus on what works, and specifically what works for you. Our goal is to change how you produce content… and harness the sense of possibility that bubbles up as you and your team gain traction.

Trainer: Kilian Schalk of PurpleGray Consulting

Program Overview

  • One orientation workshop
  • One Introductory Zoom Call with Kilian for each participant
  • Six bi-weekly seminars to cover:
    • One single-article workflow experiment
    • One single-issue workflow experiment
    • Data collection and analysis
    • Audience analysis and development
    • Product development and testing
    • Revenue generation
  • Six bi-weekly Team Check-in meetings with Kilian
  • One Results Showcase/Wrap-Up Session

All sessions last 55 minutes except for the Introductory Zoom Calls, which are 25 minutes.

Capacity: Up to 10 content teams of between two and nine people each.

Dates: Feb. 15-May 24, 2023; 12:30 p.m. Eastern / 11:30 a.m. Central


Kilian has jump-started us into a much smarter and [more] efficient way of working.” - John Feister, Cincinnati, OH

Our CMA training with Kilian Schalk of PurpleGray Consulting is an answer to [a] prayer.” - Barb Arland-Fye, Davenport, IA

"We are knee deep in training and loving it.” - Marnie McAllister, Louisville, KY


Cost Overview

We are pleased to offer professional development opportunities for Catholic Media Association members at a low cost, made possible thanks to the USCCB Catholic Communication Campaign.

Cost: CMA Members pay $500 for the first two people, and $100 each for additional participants. (Non-member rate is $1,800 for the first two people, and $100 each for additional participants.) Each team member is encouraged to attend all seminars and meetings.

Program Questions: Email Kilian Schalk at

Other Questions: Email Rob DeFrancesco at




The Catholic Media Association is a leader in supporting, strengthening, and promoting Catholic journalists and media professionals. We are pleased to offer training programs for CMA members at a low cost, made possible thanks to the USCCB Catholic Communication Campaign. Please watch for updates throughout the year.