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Managing Today’s News Media
Audience First

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October 2015 | 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

 

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