Management of Electronic Media (with InfoTrac)

by Albarran, Alan B.

• ISBN13: 9780534563998
• ISBN10: 0534563996
• Edition: 3rd
• Format: Paperback
• Copyright: 2005-08-10
• Publisher: Wadsworth Publishing

Summary

Preface. List of Abbreviations and Acronyms. 1. Managing in the Electronic Media. 2. The Media Marketplace: Markets, Mergers, Alliances and Partnerships. 3. Ethics of Management. 4. Theories of Management. 5. Financial Management. 6. Managing Personnel. 7. Audiences and Audience Research. 8. Programming: Strategy and Distribution. 9. Marketing. 10. News and News Management. 11. Regulatory Influences and Electronic Media Management. 12. Electronic Media Management: The Role of Public Relations. 13. Technology and Electronic Media Management. Glossary of Key Terms. Index.

Table of Contents

Preface	xviii
List of Abbreviations and Acronyms	xxiii
Managing in the Electronic Media	1	(24)
An Overview of Electronic Media in Society	3	(2)
Radio	5	(3)
AM Radio	6	(1)
FM Radio	6	(1)
Satellite Radio	7	(1)
Television	8	(1)
Multichannel Video: Cable and Satellite	9	(1)
Telecommunications Industry	10	(1)
Management in the Electronic Media	10	(10)
Levels of Management	11	(1)
Management Skills	12	(2)
Management Functions	14	(4)
Management Roles	18	(2)
Summary	20	(1)
Case Studies	21	(1)
InfoTrac College Edition	22	(1)
Web World	22	(1)
References for Chapter 1	23	(2)
The Media Marketplace: Markets, Mergers, Alliances, and Partnerships	25	(28)
Electronic Media Markets	26	(2)
Defining the Market	26	(1)
Dual Product Markets	26	(1)
Geographic Markets	27	(1)
Market Structure	28	(4)
Concentration in the Market	28	(1)
Product Differentiation	29	(1)
Barriers to Entry	29	(1)
Cost Structures	30	(1)
Vertical Integration	30	(1)
Types of Market Structure	30	(2)
Forces Affecting Markets	32	(5)
Economic Conditions	32	(1)
Technological Forces	33	(1)
Regulatory Forces	34	(1)
Global Forces	35	(1)
Social Forces	36	(1)
Synergy	37	(1)
Alliances and Partnerships	37	(5)
What Is a Strategic Alliance?	37	(1)
Alliances to Develop and Market Programming and Content	38	(1)
Alliances for Newsgathering	39	(1)
Alliances to Expand Domestic and Global Markets	39	(1)
Alliances to Refine Broadband Technology	39	(1)
Alliances to Develop Wireless Distribution	40	(1)
Alliances to Develop Interactive Television	40	(1)
Mergers and Acquisitions	41	(1)
Why So Many Mergers?	42	(1)
Implications for Management	42	(4)
Radio	44	(1)
Television	44	(1)
Cable	45	(1)
Summary	46	(1)
Case Studies	47	(2)
InfoTrac College Edition	49	(1)
Web World	49	(1)
References for Chapter 2	49	(4)
Ethics of Management	53	(26)
What Is Ethics?	55	(1)
Ethical Decision Making in Electronic Media	55	(2)
Norms Used in Moral Decision Making	57	(4)
The Golden Mean	58	(1)
The Judeo-Christian Ethic	58	(1)
The Categorical Imperative	59	(1)
Utilitarianism	59	(1)
Egalitarianism	60	(1)
Relativism	60	(1)
Social Responsibility Theory	60	(1)
Deontological and Teleological Ethics	61	(1)
Ethical Codes and Mission Statements	61	(5)
Codes of Ethics	62	(4)
Mission Statements	66	(1)
Ethical Issues in Media Management	66	(5)
Serving the Market or the Marketplace	67	(1)
Controversies over Programming	67	(1)
Ethics in News and Public Affairs	68	(2)
Ethics in Sales	70	(1)
Implementing an Ethics Program	71	(1)
Summary	72	(1)
Case Studies	73	(3)
InfoTrac College Edition	76	(1)
Web World	76	(1)
References for Chapter 3	76	(3)
Theories of Management	79	(20)
Management as a Process	79	(1)
Approaches to Management	80	(13)
Classical School of Management	80	(3)
Human Relations School of Management	83	(4)
Modern Approaches to Management	87	(6)
Management and the Electronic Media	93	(1)
Summary	93	(1)
Case Studies	94	(2)
InfoTrac College Edition	96	(1)
References for Chapter 4	97	(2)
Financial Management	99	(24)
What Is Financial Management?	100	(1)
Meeting Financial Goals	100	(1)
Implementing Financial Growth	101	(1)
Budgeting	102	(2)
Setting Priorities and Goals in Individual Departments	103	(1)
Capital Budgeting	103	(1)
Compiling the Budget	103	(1)
Budgetary Flexibility	104	(1)
Forecasting	104	(1)
Monitoring Financial Performance	104	(9)
Balance Sheet	105	(3)
Income (P & L) Statement	108	(2)
Statement of Cash Flows	110	(2)
Other Financial Statements	112	(1)
Sarbanes-Oxley Act	112	(1)
Ratio Analysis	113	(1)
Break-Even Analysis	114	(2)
Depreciation and Amortization	116	(2)
Reporting Financial Performance	118	(1)
Summary	119	(1)
Case Studies	119	(3)
InfoTrac College Edition	122	(1)
Web World	122	(1)
References for Chapter 5	122	(1)
Managing Personnel	123	(26)
Personnel Management	124	(11)
The Hiring Process	125	(2)
Interviewing	127	(2)
Orientation	129	(2)
Performance Reviews	131	(1)
Promotion	132	(1)
Termination	133	(1)
Part-Time Employees	134	(1)
Interns	135	(1)
Working with Personnel	135	(1)
Legal Issues in Personnel Management	136	(4)
Equal Employment Opportunity (EEO) Guidelines	136	(1)
Sexual Harassment	137	(2)
Other Labor Laws	139	(1)
Labor Issues: Working with Unions	140	(2)
Structure, Communication, and Personnel	142	(1)
Summary	143	(1)
Case Studies	144	(3)
InfoTrac College Edition	147	(1)
Web World	147	(1)
References for Chapter 6	148	(1)
Audiences and Audience Research	149	(24)
Audience Research and Analysis	150	(1)
Demographic Research Data	150	(1)
Psychographic Research Data	151	(1)
Geodemographic Research	152	(1)
Sources of Audience Research Data	152	(8)
Nielsen Media Research	153	(1)
National Research Services for Radio	154	(5)
Industry and Trade Associations	159	(1)
Consulting Firms	160	(1)
Internal Research Departments	160	(1)
Using Audience Data	160	(3)
Market Terminology	163	(1)
A Word Regarding Samples	164	(1)
Standard Error and Confidence Intervals	164	(1)
Ratings Accuracy	165	(1)
Research Application	165	(1)
The Decline of Mass Media	166	(1)
Summary	167	(1)
Case Studies	167	(3)
InfoTrac College Edition	170	(1)
Web World	170	(1)
References for Chapter 7	170	(3)
Programming: Strategy and Distribution	173	(24)
The Program Director	173	(2)
Radio Programming	175	(4)
Target Existing Audiences	176	(1)
Develop a Niche	176	(1)
Format Variables	176	(3)
Television Programming	179	(7)
First-Run Syndication	180	(1)
Off-Network Syndication	180	(1)
Ad Hoc Networks	181	(1)
Local Programming	181	(1)
Networks and Programming	182	(4)
Cable Programming	186	(2)
Management Issues in Programming	188	(3)
Intense Competition for Audiences	189	(1)
Demand for More Research	189	(1)
Brand Development and Brand Extension	189	(1)
Rising Costs of Programming	189	(1)
Regulatory Concerns	190	(1)
Utilization of the Internet	190	(1)
Summary	191	(1)
Case Studies	192	(2)
InfoTrac College Edition	194	(1)
Web World	194	(1)
References for Chapter 8	195	(2)
Marketing	197	(28)
The Four Ps of Marketing	198	(1)
Personnel in Electronic Media Marketing	199	(1)
Marketing Strategies	200	(2)
Segmentation	200	(1)
Positioning	201	(1)
Branding	201	(1)
Sales versus Marketing	202	(2)
Expanding Selling to Marketing	202	(1)
Understanding Clients and Their Needs	203	(1)
Sales Management: GSM, Local, and National Sales	204	(11)
Role of the General Sales Manager (GSM)	204	(1)
Local Advertising	204	(1)
The Local Sales Staff: Account Executives	204	(2)
Role of the Local Sales Manager	206	(1)
Radio Revenue Projections and Rates	206	(1)
Television Revenue Projections and Rates	207	(1)
Cable Revenue Projections and Rates	208	(1)
National Advertising	209	(1)
Spot Advertising	209	(1)
National Sales Staff	209	(1)
Role of the Rep Firm	210	(1)
Working with the Rep Firm	210	(1)
Cooperative (Co-op) Advertising	211	(1)
Sales Terminology	212	(3)
Promotion as a Form of Marketing	215	(3)
Duties of the Promotion Manager	216	(1)
Types of Promotion	216	(2)
Evaluating Marketing Efforts	218	(1)
Summary	218	(1)
Case Studies	219	(3)
InfoTrac College Edition	222	(1)
Web World	222	(1)
References for Chapter 9	223	(2)
News and News Management	225	(20)
The Importance of News	226	(4)
Localism	227	(1)
News as Programming	228	(2)
Organization of a News Department	230	(5)
Staffing the News Department	230	(3)
Budgeting and the News Department	233	(2)
Issues in News Management	235	(1)
Erosion of the News Audience	235	(1)
Convergence	235	(5)
Negotiations with News Talent	236	(1)
Ratings and Sweeps	237	(1)
News Ethics	237	(1)
Race and Ethnicity Issues	238	(1)
Dealing with Unions	239	(1)
Summary	240	(1)
Case Studies	240	(3)
InfoTrac College Edition	243	(1)
Web World	243	(1)
References for Chapter 10	243	(2)
Regulatory Influences and Electronic Media Management	245	(26)
Regulatory Influences: The Federal Government	246	(1)
The Executive Branch	246	(1)
The Legislative Branch	246	(1)
The Judicial Branch	247	(1)
Role of State and Local Law	247	(1)
Role of the Federal Communications Commission	247	(15)
The FCC: A Brief History	248	(1)
The Contemporary FCC	249	(2)
FCC Regulatory Policies: What the FCC Does	251	(1)
The FCC and Broadcasting	251	(5)
The FCC and Programming Policies	256	(2)
The FCC and Cable Television	258	(2)
The FCC and Telephone Regulation	260	(2)
Other Federal Departments and Agencies	262	(1)
Department of Justice	262	(1)
Federal Trade Commission	263	(1)
National Telecommunications and Information Administration	263	(1)
Federal Aviation Administration	263	(1)
Informal Regulatory Forces	263	(2)
Citizen/Consumer Groups	264	(1)
Self-Regulation	264	(1)
The Press	265	(1)
Summary	265	(1)
Case Studies	266	(2)
InfoTrac College Edition	268	(1)
Web World	269	(1)
References for Chapter 11	269	(2)
Electronic Media Management: The Role of Public Relations	271	(18)
The Importance of Public Relations	272	(4)
Who Handles Public Relations?	273	(1)
Public Relations and Public Opinion	274	(1)
How Managers Use Public Relations	274	(2)
Publics and Electronic Media Institutions	276	(3)
Media Publics	276	(1)
Employee Publics	276	(1)
Member Publics	276	(1)
Community Publics	277	(1)
Government Publics	277	(1)
Investor Publics	277	(1)
Consumer Publics	278	(1)
International Publics	278	(1)
Special Publics	278	(1)
Integrated Marketing Communications	279	(1)
The Demands of Publics	279	(1)
Maintaining an Identity in the Market	279	(3)
Dealing with Controversial Public Issues	282	(3)
Journalistic Issues	282	(1)
Complaints over Programming	283	(1)
Complaints over Advertising	284	(1)
Summary	285	(1)
Case Studies	286	(2)
InfoTrac College Edition	288	(1)
Web World	288	(1)
References for Chapter 12	288	(1)
Technology and Electronic Media Management	289	(20)
Technology Trends	289	(7)
Distribution Technologies	290	(3)
Consumer Technologies	293	(3)
Media Content	296	(2)
HD Considerations	296	(1)
Repurposing Content	296	(1)
Repackaging Content	297	(1)
Business Models	298	(2)
Multicasting	298	(1)
Subscriptions	299	(1)
E-Commerce	299	(1)
Management Issues	300	(3)
Personnel	300	(1)
Fragmentation	301	(1)
Creating Enterprise Value	302	(1)
Summary	303	(1)
Case Studies	304	(1)
InfoTrac College Edition	305	(1)
Web World	305	(1)
References for Chapter 13	306	(3)
Glossary of Key Terms	309	(12)
Index	321