Book description
This college-level media management textbook reflects the changes in the media industries that have occurred in the past decade. Today's managers must address new issues that their predecessors never faced, from the threats of professional piracy and casual copying of digital media products, to global networks, on-demand consumption, and changing business models. The book explains the new new vocabulary of media moguls, such as bandwidth, digital rights management, customer relations management, distributed work groups, centralized broadcast operations, automated playlists, server-based playout, repurposing, mobisodes, TV-to-DVD, and content management. The chapters logically unfold the ways that managers are evolving their practices to make content, market it, and deliver it to consumers in a competitive, global digital marketplace. In addition to media companies, this book covers management processes that extend to all content-producing organizations, because today's students are as likely to produce high-quality video and Web video for ABC Computer Sales as they are for the ABC Entertainment Television Network.
Table of contents
- Front Cover
- Title
- Copyright
- Contents
- Introduction and Acknowledgments
-
Chapter 1 The Media Industries: Segments, Structures, and Similarities
- Chapter Objectives
- Introduction
- Structure and Characteristics of the Media Industries
- A Day in the Life of Craig Robinson
- Common Characteristics of the Segments of the Media Industries
- Summary
- What’s Ahead
- Case Study 1.1 Media Expansion
- Case 1.2 Planning Ahead for Success
- References
- Internet Resources
-
Chapter 2 Media Organizations
- Chapter Objectives
- Introduction
- Defining an Organization
- Organizational Information Flows
- A Day in the Life of Lloyd Kaufman
- Organizational Processes and Workflows
- Economic Factors That Affect Enterprises in the Creative Industries
- The Organizational Context: Economic and Social Factors
- Summary
- What’s Ahead
- Case Study 2.1 Media Organizations
- Case Study 2.2 The Meaning of Media Convergence
- References
-
Chapter 3 Leadership and Management
- Chapter Objectives
- Introduction
- Defining Leadership: Doing the Right Thing
- Approaches to Leadership
- Videogame Mogul: Nolan Bushnell
- Movie Mogul: Walt Disney
- TV Mogul: Brandon Tartikoff
- Movie Mogul: Irving Thalberg
- New Meta Approaches to Leadership
- Digital Mogul: Steve Jobs
- TV Mogul: Ted Turner
- Linking Leadership and Management: Motivation
- Digital Mogul: Mark Cuban
- Defining Management: Doing Things Right
- Leadership and Management in the Creative Industries
- Movie Mogul: Sherry Lansing
- TV and Movie Mogul: Lew Wasserman
- Summary
- What’s Ahead
- Case Study 3.1 How Would You Lead?
- Case Study 3.2 Leadership Observations
- References
-
Chapter 4 Managing Human Resources
- Chapter Objectives
- Introduction: People Who Need People
- Human Resources Strategies
- Different Strokes for Different Workers
- Employees
- Guilds and Unions
- Contract Workers
- Partners
- Vendors
- Summary
- What’s Ahead
- Case Study 4.1 Meeting with a Human Resource Professional
- Case Study 4.2 Conducting the Interview
- References
-
Chapter 5 Financial Management
- Chapter Objectives
- Introduction
- Structures for Managing Finances
- Fundamental Financial Concepts
- Key Financial Statements
- Financial Responsibilities in the Age of Sarbanes-Oxley
- A Day in the Life of Sam Bush
- Financial Management Systems
- Managerial Finance: Strategic Planning and Budgeting
- Financial Strategies
- Summary
- What’s Ahead
- Case Study 5.1 Performance Reports
- Case Study 5.2 Setting the Budget
- References
- Chapter 6 Media Consumers: Measurement and Metrics
-
Chapter 7 Managing the Production Process
- Chapter Objectives
- Introduction
- The Many Languages of Digital Creation
- Traditional Production
- A Day in the Life of Ann Marie Gillen
- Videogame Production
- Media Asset Management, Digital Asset Management, and Content Management
- Acquisition and Aggregation as Content Strategies
- Organizationally Generated Content
- User-Generated Content
- Summary
- What’s Ahead
- Case Study 7.1 The Producer
- Case Study 7.2 The Game Developer
- Key Terms
- References
-
Chapter 8 Strategies for Marketing Content
- Chapter Objectives
- Introduction
- Marketing Management and Managing Marketing
- A Day in the Life of Dorothy Hui
- Marketing Strategies
- Integrated Marketing Communications (IMC): Reaching Across the Wire and the Ether
- Defining the Market
- Universal Marketing Appeals: The New, the First, the Only, and the New and Improved
- Summary
- What’s Ahead
- Case Study 8.1 The Road to Marketing a Newscast
- Case Study 8.2 3, 2, 1 … Launch of a New Web Site
- References
- Chapter 9 Packaging, Repackaging, and Marketing Content
- Chapter 10 Managing Sales: An Insider’s View
-
Chapter 11 Distributing Content
- Chapter Objectives
- Introduction
- Distribution Revolution
- Bricks and Clicks
- A Day in the Life of Valerie Geller
- Wired Digital Bitpipes
- Wireless Bitpipes
- Content Management: Transcoding Content into Different Formats for Distribution
- Digital Rights Management
- Summary
- What’s Ahead
- Case Study 11.1 Create Your Own Digital Assembly Line
- References
-
Chapter 12 The Changing Media Value Chain
- Chapter Objectives
- Introduction: New Markets, New Models, New WWWorld
- The Digital Value Chain
- The Changing Value Chain
- A Day in the Life of Richard Conlon
- Disruptive Innovations
- Industry Responds to the Technological Challenge: Value Chain Systems
- Summary
- What’s Ahead
- Case Study 12.1 A Case of “B and C”
- References
- Chapter 13 Media Industry Business Models
- Chapter 14 Legal and Regulatory Issues
- Chapter 15 Ethical Issues
- Index
Product information
- Title: Managing Electronic Media
- Author(s):
- Release date: September 2012
- Publisher(s): Routledge
- ISBN: 9781136031618
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