You are here

Managing Today’s News Media
Share

Managing Today’s News Media
Audience First

Companion Website


© 2016 | 232 pages | CQ Press

The business of journalism is in the midst of massive change. Managing Today’s News Media: Audience First offers practical solutions on how to cope with and adapt to the evolving media landscape. News media experts Samir Husni, Debora Halpern Wenger, and Hank Price introduce a forward-looking framework for understanding why change is occurring and what it means to the business of journalism. Central to this new paradigm is a focus on the audience. The authors introduce “The 4Cs Strategy” to describe how customers, control, choice, and change are all part of a strategy for successful media organizations. Every chapter in the book relates to one or more of these four key principles:

 

  • Customer – Each platform must offer a unique experience to the customer.
  • Choice – The audience has more options than ever, and news organizations must work harder to be the preferred choice.
  • Control – Sharing power and control with the audience is now a necessary part of running a successful news operation.
  • Change – Companies can manage change through adaptation.

 

Real-world case studies, important theoretical grounding, and a focus on understanding rather than resisting the customer’s desire for choice and control make this an unbeatable resource for students and managers alike who want to succeed in this changed media business landscape.

 

 
Chapter 1: Audience First
Benefits  
State of the Audience  
The Business of Journalism  
Branding the News  
New Challenges  
The 4 C's Strategy  
Leadership Reports  
Theory in Practice  
Think and Do  
Executive Summary  
 
Chapter 2: Be The Brand
Benefits  
The Importance of Brand  
The 4 C’s Strategy: Choice  
Leadership Report – Douglas Clemensen  
Leadership Report – Marv Danielski  
The Rise of Targeted Media Brands  
Leadership Report – Ekaterina Walter  
Theory in Practice – Branding Theory  
Focus on the Future  
Executive Summary  
Think and Do  
 
Chapter 3: Audience Power
Benefits  
State of the Medium  
The 4 C’s Strategy: Control  
Leadership Report – Scott Libin  
Technology Advancement  
Theory in Practice – Social Construction of Technology  
Empowerment of Social Media  
Leadership Report – Jacques Natz  
Audience Measurement & Research  
Leadership Report – Pat McDonough  
Psychographics, Tribes, and Other Qualitative Measurements  
The Audience “Persona”  
Behavioral Sequence Modeling  
Focus on the Future  
Executive Summary  
Think and Do  
 
Chapter 4: Newspapers
Benefits  
State of the Medium  
Leadership Report – Stan Tiner  
Innovation Needed  
The 4 C’s Strategy: Change  
Leadership Report – Scott Coopwood  
Looking Back – Technology Challenge  
Leadership Report – Michael Rooney  
Theory in Practice – Contingency Theory  
Focus on the Future  
Executive Summary  
Think and Do  
 
Chapter 5: Magazines
Benefits  
State of the Medium  
The 4 C’s Strategy: Customers  
Leadership Report – David Carey  
New Revenue Streams  
Leadership Report – Donna Kessler  
Leadership Report – Steve Kotok  
Looking Back  
Theory in Practice – Leadership Theory  
Focus on the Future  
Executive Summary  
Think and Do  
 
Chapter 6: TV
Benefits  
State of the Medium  
The 4 C’s Strategy: Choice  
Leadership Report – Donna Reed  
Looking Back – Complacent Past  
Leadership Report – Leon Long  
Theory in Practice – Innovation Management  
Leadership Report – Steve Hammel  
Focus on the Future  
Executive Summary  
Think and Do  
 
Chapter 7: Online
Benefits  
State of the Medium  
Leadership Report – Bill McCandless  
Leadership Report – Warren Webster  
The 4 C’s Strategy: Change  
Leadership Report – Chip Mahaney  
Looking Back – Hindsight Is Easy  
Theory in Practice – Dual Transformation  
Focus on the Future  
Executive Summary  
Think and Do  
 
Chapter 8: Mobile
Benefits  
State of the Medium  
The 4 C’s Strategy: Control  
Looking Back – Mobile Moves Quickly  
Leadership Report – David Cohn  
Leadership Report – Bill Tallent  
Theory in Practice – New Product Development  
Focus on the Future  
Leadership Report – Dan Bradley  
Executive Summary  
Think and Do  
 
Chapter 9: From Consumer to Producer
Benefits  
Social Media and the News  
The 4 C’s Strategy: Customers  
Leadership Report – Katie Hawkins-Gaar  
Leadership Report – Judy M. Stone  
Content Curation  
Leadership Report – Lewis D’Vorkin  
Theory in Practice – Disruptive Innovation  
Focus on the Future  
Executive Summary  
Think and Do  
 
Chapter 10: Show Me the Money
Benefits  
State of the Medium  
The 4 C’s Strategy: Change  
Media Revenue Models  
Leadership Report – Gary Randazzo  
Leadership Report – Wayne Freedman  
Content Marketing  
Event Marketing  
Amazon.com: A Digital Exclusive Distribution System  
Impact of Regulation on Future Business Models  
Leadership Report – Mark Prak  
Theory in Practice – Revenue Management  
Executive Summary  
Think and Do  
 
Chapter 11: Road Map for the Future
Benefits  
State of the Medium  
The Power of Choice  
The Power of Connectivity  
Understanding the Media Consumer  
Leadership Report – John Lavine  
Mission Critical: Brand  
Leadership Report – Gordon Borrell  
Role of the Consumer Journalist  
Role of the Journalism Entrepreneur  
Media Start-ups  
Leadership Report – Terry Mackin  
Big Data  
Content Competition  
News Media Manager Skill Set  
Journalism Rules  
The Trusted Source  
Executive Summary  
Think and Do  
Key features

KEY FEATURES:    

  • Leadership Reports offer insight into what the job of a media manager entails by providing in-depth interviews with major news media managers representing some of the top news outlets in the country, including The Wall Street Journal, Hearst, Forbes.com, CNN, and Bleacher Report.
  • Think and Do Segments simulate real-world management decisions through exercises and case studies that test the reader’s ability to apply the techniques discussed in each chapter to good decision making. 
  • Basic business principles that drive the success or failure of the organizations are explained to help students understand the business of media and prepare these future managers for jobs in today’s media organizations.

Preview this book

For instructors

Please select a format:

Purchasing options

Please select a format:

ISBN: 9781452292571