CONTENTS
Preface = ⅸ
About the Authors = xii
PART ONE THE NEWS MEDIA ENVIRONMENT
1 Doing Business in a Media Whirlpool = 1
The Media Outlook for the 1990s = 4
Is Competition Always a Threat? = 9
An Era of Competition or Monopoly? = 9
Notes = 13
2 The Link between Quality and Profit = 15
The Role of Profit in Business = 15
The News Media and Wall Street = 16
The Effect of Costs on Profit = 17
Media Profit and the Economy = 18
The High Cost of News = 18
Profit and Independence = 19
Profit and Ethics = 22
Media Managers on Profit and Quality = 23
The Challenge in a Nutshell = 25
Notes = 26
3 Newspapers: Facing the Dilemma of Change = 27
Industry Problems: Cyclical or Secular? = 27
Changes Affecting Newspapers = 31
A Profile of the Newspaper Industry = 37
Newspapers and the Future = 57
Summary = 62
Notes = 62
4 Magazines and the Search for Specialization = 65
A Brief History of Magazines = 65
A Profile of Today's Magazine Industry = 72
Magazine Costs and Revenues = 81
Future Trends in Magazines = 87
Summary = 89
Notes = 89
5 Bringing Television and Cable into Focus = 91
Types of Television Operations = 92
The Popularity of Cable TV in the United States = 98
Changing Patterns of TV Viewing = 104
Measuring the Television Audience = 107
The Status of Television News = 111
Programming Decisions = 126
How One Station Succeeded = 129
Summary = 135
Notes = 135
6 Radio: From Broadcasting to Narrowcasting = 137
The Evolution of the Radio Industry = 138
A Profile of Radio Today = 143
The Economics of Radio = 148
Radio and the Government = 152
Summary = 152
Notes = 153
7 The Media Meet the Future = 155
R&D Becoming More Important = 156
The New Era of Personalization = 156
The Expanded Role of Phone Companies = 157
The New Technologies Defined = 159
Conclusions: The Challenges of Technology = 176
Notes = 178
PART TWO MEDIA MANAGEMENT PRINCIPLES
8 The Professional Media Manager = 181
Media Management Programs: Producing the Hybrid = 182
The Imperative of Good Management = 184
Types of Media Managers = 186
Media Managers as Competitors = 202
Notes = 204
9 Leadership Styles and Quality = 205
Behavior in Organizations = 207
The Link between Leadership and Quality = 209
Changes in Leadership Styles = 213
How to Motivate Employees = 215
Recent Trends in Motivation = 223
Effects of Leadership Styles = 230
Summary = 237
Notes = 237
10 Planning and Decision Making = 239
It All Starts with the Mission = 239
Types of Goals = 245
Hurdles to Cleative Problem Solving = 251
Obtaining and Using Staff Input = 252
Summary = 256
Notes = 256
11 The Media and the Bottom Line = 257
Problems Facing Profit Seekers = 258
Pursuing Revenue: Advertising Is Key = 260
Pursuing Revenue: Obtaining Circulation = 275
Controlling Costs = 283
Effective Cash Management = 286
Balance Sheets and Income Statements = 288
The Budgeting Process = 293
Summary = 296
Notes = 296
12 Marketing the Media = 299
The Four Ps of Marketing = 299
The Right Product and the Right Place = 299
The Right Promotion = 308
The Right Price = 316
Summary = 321
Notes = 322
13 Using Audience Predictor Research = 323
Audience Psychographies = 324
Audience Research Studies = 327
Summary = 336
Notes = 337
14 Ethical and Legal Pitfalls in the News Media = 339
Ethical Considerations = 339
Legal Considerations = 347
Summary = 361
Notes = 361
Appendix: Media Management Cases = 363
Types of Management Cases = 363
Analyzing a Management Case = 364
The Cases = 366
Notes = 393
Bibliography = 395
Index = 397
