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.
Cuprins
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 Mc Donough
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 Mc Candless
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
Despre autor
Hank Price, is a veteran television executive who has led some of the nation’s most prominent stations including WBBM-TV, the CBS owned station in Chicago, KARE-TV, the Gannett-owned NBC affiliate in Minneapolis/St. Paul, WXII-TV in Winston-Salem, NC and WFMY-TV in Greensboro, NC. He is currently the President & General Manager of WVTM-TV, the Hearst-owned NBC affiliate in Birmingham, Al. Since 2000 Price has also been Senior Director of Northwestern University’s Media Management Center where he concentrates on future journalism and business models. Earlier in his career Price was a national television consultant with Frank N. Magid Associates. A frequent speaker at industry events, in 2000 Price was named a Fifth Estater by Broadcasting & Cable Magazine for “innovation in television news.” In 2010 he was given the North Carolina Association of Broadcast’s Distinguished Service Award for “Outstanding contributions to broadcasting.” That same year he was named a member of University of Southern Mississippi’s Journalism Hall of Fame.
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