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Managing Electronic Media

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

  1. Front Cover
  2. Title
  3. Copyright
  4. Contents
  5. Introduction and Acknowledgments
  6. Chapter 1 The Media Industries: Segments, Structures, and Similarities
    1. Chapter Objectives
    2. Introduction
    3. Structure and Characteristics of the Media Industries
    4. A Day in the Life of Craig Robinson
    5. Common Characteristics of the Segments of the Media Industries
    6. Summary
    7. What’s Ahead
    8. Case Study 1.1 Media Expansion
    9. Case 1.2 Planning Ahead for Success
    10. References
    11. Internet Resources
  7. Chapter 2 Media Organizations
    1. Chapter Objectives
    2. Introduction
    3. Defining an Organization
    4. Organizational Information Flows
    5. A Day in the Life of Lloyd Kaufman
    6. Organizational Processes and Workflows
    7. Economic Factors That Affect Enterprises in the Creative Industries
    8. The Organizational Context: Economic and Social Factors
    9. Summary
    10. What’s Ahead
    11. Case Study 2.1 Media Organizations
    12. Case Study 2.2 The Meaning of Media Convergence
    13. References
  8. Chapter 3 Leadership and Management
    1. Chapter Objectives
    2. Introduction
    3. Defining Leadership: Doing the Right Thing
    4. Approaches to Leadership
    5. Videogame Mogul: Nolan Bushnell
    6. Movie Mogul: Walt Disney
    7. TV Mogul: Brandon Tartikoff
    8. Movie Mogul: Irving Thalberg
    9. New Meta Approaches to Leadership
    10. Digital Mogul: Steve Jobs
    11. TV Mogul: Ted Turner
    12. Linking Leadership and Management: Motivation
    13. Digital Mogul: Mark Cuban
    14. Defining Management: Doing Things Right
    15. Leadership and Management in the Creative Industries
    16. Movie Mogul: Sherry Lansing
    17. TV and Movie Mogul: Lew Wasserman
    18. Summary
    19. What’s Ahead
    20. Case Study 3.1 How Would You Lead?
    21. Case Study 3.2 Leadership Observations
    22. References
  9. Chapter 4 Managing Human Resources
    1. Chapter Objectives
    2. Introduction: People Who Need People
    3. Human Resources Strategies
    4. Different Strokes for Different Workers
    5. Employees
    6. Guilds and Unions
    7. Contract Workers
    8. Partners
    9. Vendors
    10. Summary
    11. What’s Ahead
    12. Case Study 4.1 Meeting with a Human Resource Professional
    13. Case Study 4.2 Conducting the Interview
    14. References
  10. Chapter 5 Financial Management
    1. Chapter Objectives
    2. Introduction
    3. Structures for Managing Finances
    4. Fundamental Financial Concepts
    5. Key Financial Statements
    6. Financial Responsibilities in the Age of Sarbanes-Oxley
    7. A Day in the Life of Sam Bush
    8. Financial Management Systems
    9. Managerial Finance: Strategic Planning and Budgeting
    10. Financial Strategies
    11. Summary
    12. What’s Ahead
    13. Case Study 5.1 Performance Reports
    14. Case Study 5.2 Setting the Budget
    15. References
  11. Chapter 6 Media Consumers: Measurement and Metrics
    1. Chapter Objectives
    2. Audiences: Consumers and Customers, Viewers, Listeners, Readers, Users, Players, Friends, and Followers
    3. Research and Content
    4. A Day in the Life of Debbie Carter
    5. Identifying Market Segments
    6. Summary
    7. What’s Ahead
    8. Case Study 6.1 Audiences and Programming
    9. References
  12. Chapter 7 Managing the Production Process
    1. Chapter Objectives
    2. Introduction
    3. The Many Languages of Digital Creation
    4. Traditional Production
    5. A Day in the Life of Ann Marie Gillen
    6. Videogame Production
    7. Media Asset Management, Digital Asset Management, and Content Management
    8. Acquisition and Aggregation as Content Strategies
    9. Organizationally Generated Content
    10. User-Generated Content
    11. Summary
    12. What’s Ahead
    13. Case Study 7.1 The Producer
    14. Case Study 7.2 The Game Developer
    15. Key Terms
    16. References
  13. Chapter 8 Strategies for Marketing Content
    1. Chapter Objectives
    2. Introduction
    3. Marketing Management and Managing Marketing
    4. A Day in the Life of Dorothy Hui
    5. Marketing Strategies
    6. Integrated Marketing Communications (IMC): Reaching Across the Wire and the Ether
    7. Defining the Market
    8. Universal Marketing Appeals: The New, the First, the Only, and the New and Improved
    9. Summary
    10. What’s Ahead
    11. Case Study 8.1 The Road to Marketing a Newscast
    12. Case Study 8.2 3, 2, 1 … Launch of a New Web Site
    13. References
  14. Chapter 9 Packaging, Repackaging, and Marketing Content
    1. Chapter Objectives
    2. Introduction
    3. Defining the Content Product
    4. Channel Marketing
    5. A Day in the Life of Elliot Grove
    6. Pricing Strategies: We Do Windows
    7. Summary
    8. What’s Ahead
    9. Case Study 9.1 Details, Details
    10. Case Study 9.2 You Package the Goods
    11. References
  15. Chapter 10 Managing Sales: An Insider’s View
    1. Chapter Objectives
    2. Introduction
    3. The Sales Division
    4. A New Approach to Selling Media
    5. A Day in the Life of Wendy Y. Shelton
    6. Summary
    7. What’s Ahead
    8. Case Study 10.1 CNA (Customer Needs Analysis)
    9. Case Study 10.2 The Pitch
    10. References
  16. Chapter 11 Distributing Content
    1. Chapter Objectives
    2. Introduction
    3. Distribution Revolution
    4. Bricks and Clicks
    5. A Day in the Life of Valerie Geller
    6. Wired Digital Bitpipes
    7. Wireless Bitpipes
    8. Content Management: Transcoding Content into Different Formats for Distribution
    9. Digital Rights Management
    10. Summary
    11. What’s Ahead
    12. Case Study 11.1 Create Your Own Digital Assembly Line
    13. References
  17. Chapter 12 The Changing Media Value Chain
    1. Chapter Objectives
    2. Introduction: New Markets, New Models, New WWWorld
    3. The Digital Value Chain
    4. The Changing Value Chain
    5. A Day in the Life of Richard Conlon
    6. Disruptive Innovations
    7. Industry Responds to the Technological Challenge: Value Chain Systems
    8. Summary
    9. What’s Ahead
    10. Case Study 12.1 A Case of “B and C”
    11. References
  18. Chapter 13 Media Industry Business Models
    1. Chapter Objectives
    2. Introduction: Business Plans and Models
    3. Content Models
    4. A Day in the Life of Bob Kaplitz
    5. Marketing Models
    6. Distribution Models
    7. Revenue Models
    8. A Day in the Life of Vivi Zigler
    9. Summary
    10. What’s Ahead
    11. Case Study 13.1 Back to the Future
    12. References
  19. Chapter 14 Legal and Regulatory Issues
    1. Chapter Objectives
    2. Federal Laws and Regulations
    3. State
    4. Local
    5. A Day in the Life of Brad Williams
    6. Cycles of Regulation
    7. International Media Regulations
    8. Summary
    9. Case Study 14.1 News for Sale
    10. References
  20. Chapter 15 Ethical Issues
    1. Chapter Objectives
    2. Follow the Law?
    3. Follow a Code of Ethics?
    4. Thinking Ethically: Introducing the Potter Box
    5. Practical Perspectives on Ethics
    6. Ethics and User-Generated Content
    7. Summary
    8. Case Study 15.1 A Piece of Advice
    9. References
  21. Index