Preface | p. xiv |
List of Abbreviations and Acronyms | p. xix |
Managing in the Electronic Media | p. 1 |
An Overview of Electronic Media in Society | p. 3 |
Radio | p. 5 |
AM Radio | p. 5 |
FM Radio | p. 6 |
DAB | p. 7 |
Television | p. 8 |
Cable | p. 11 |
Telecommunications | p. 13 |
Interexchange Service | p. 14 |
Local Exchange Service | p. 15 |
Interest in the Electronic Media | p. 15 |
Management in the Electronic Media | p. 15 |
Levels of Management | p. 16 |
Management Skills | p. 17 |
Management Functions | p. 19 |
Management Roles | p. 23 |
Strategic Alliances and Partnerships | p. 31 |
Technological Forces | p. 32 |
Regulatory Forces | p. 33 |
Global Forces | p. 33 |
Social Forces | p. 34 |
Strategic Alliances and the Electronic Media Industries | p. 35 |
What is a Strategic Alliance? | p. 35 |
Alliances to Develop and Market Programming and Content | p. 37 |
Alliances to Expand Domestic and Global Markets | p. 37 |
Alliances to Develop Broadband Technology | p. 37 |
Alliances to Develop Interactive Television | p. 37 |
Mergers and Acquisitions | p. 38 |
Why So Many Mergers? | p. 39 |
Implications for Management | p. 41 |
Radio | p. 42 |
Television | p. 43 |
Cable | p. 44 |
Ethics of Management | p. 51 |
What Is Ethics? | p. 52 |
Ethical Decision Making in the Electronic Media | p. 53 |
Norms Used in Moral Decision Making | p. 55 |
The Golden Mean | p. 56 |
The Judeo-Christian Ethic | p. 56 |
The Categorical Imperative | p. 56 |
Utilitarianism | p. 57 |
Egalitarianism | p. 57 |
Relativism | p. 57 |
Social Responsibility Theory | p. 58 |
Deontological and Teleological Ethics | p. 58 |
Ethical Codes and Mission Statements | p. 59 |
Codes of Ethics | p. 59 |
Mission Statements | p. 63 |
Ethical Issues in Media Management | p. 64 |
Serving the Market or the Marketplace | p. 64 |
Controversies over Programming | p. 65 |
Ethics in News and Public Affairs | p. 66 |
Ethics in Sales | p. 67 |
Implementing an Ethics Program | p. 69 |
Theories of Management | p. 77 |
Management as a Process | p. 77 |
Approaches to Management | p. 78 |
Classical School of Management | p. 78 |
Human Relations School of Management | p. 81 |
Modern Approaches to Management | p. 85 |
Management and the Electronic Media | p. 90 |
Financial Management | p. 95 |
What Is Financial Management? | p. 96 |
Meeting Financial Goals | p. 96 |
Implementing Financial Management | p. 97 |
Budgeting | p. 98 |
Setting Priorities and Goals in Individual Departments | p. 99 |
Capital Budgeting | p. 99 |
Compiling the Budget | p. 99 |
Budgetary Flexibility | p. 100 |
Forecasting | p. 100 |
Monitoring Financial Performance | p. 100 |
Balance Sheet | p. 101 |
Income (P and L) Statement | p. 104 |
Statement of Cash Flows | p. 106 |
Other Financial Statements | p. 106 |
Financial Analysis | p. 108 |
Time Value of Money | p. 108 |
Compounding | p. 111 |
Ratio Analysis | p. 112 |
Break-Even Analysis | p. 114 |
Depreciation and Amortization | p. 116 |
Reporting Financial Performance | p. 117 |
Managing Personnel | p. 123 |
Personnel Management | p. 124 |
The Hiring Process | p. 125 |
Interviewing | p. 127 |
Orientation | p. 129 |
Performance Reviews | p. 131 |
Promotion | p. 132 |
Termination | p. 133 |
Part-Time Employees | p. 134 |
Interns | p. 134 |
Working with Personnel | p. 135 |
Legal Issues in Personnel Management | p. 136 |
Equal Employment Opportunity (EEO) Guidelines | p. 136 |
Sexual Harassment | p. 137 |
Other Labor Laws | p. 138 |
Labor Issues: Working with Unions | p. 139 |
Structure, Communication, and Personnel | p. 141 |
Understanding Markets and Audiences | p. 149 |
Defining the Market | p. 150 |
Dual Product Markets | p. 151 |
Geographic Markets | p. 151 |
Market Structure | p. 152 |
Concentration in the Market | p. 153 |
Product Differentiation | p. 153 |
Barriers to Entry | p. 154 |
Cost Structures | p. 154 |
Vertical Integration | p. 155 |
The Theory of the Firm | p. 155 |
Other Factors | p. 157 |
Audience Research and Analysis | p. 158 |
Demographic Research Data | p. 159 |
Psychographic Research Data | p. 160 |
Geodemographic Research | p. 161 |
Sources of Audience Research Data | p. 161 |
Nielsen Media Research | p. 161 |
National Research Services for Radio | p. 163 |
Industry and Trade Associations | p. 168 |
Consulting Firms | p. 169 |
Internal Research Departments | p. 169 |
Using Audience Data | p. 169 |
Market Terminology | p. 172 |
A Word Regarding Samples | p. 173 |
Standard Error and Confidence Intervals | p. 173 |
Ratings Accuracy | p. 174 |
Research Application | p. 174 |
Programming: Strategy and Distribution | p. 181 |
The Program Director | p. 181 |
Radio Programming | p. 183 |
Target Existing Audiences | p. 183 |
Develop a Niche | p. 184 |
Format Variables | p. 184 |
Television Programming | p. 187 |
First-Run Syndication | p. 187 |
Off-Network Syndication | p. 188 |
Ad Hoc Networks | p. 189 |
Local Programming | p. 189 |
Networks and Programming | p. 189 |
Cable Programming | p. 194 |
Management Issues in Programming | p. 196 |
Intense Competition for Audiences | p. 196 |
Demand for More Research | p. 196 |
Brand Development and Brand Extension | p. 196 |
Rising Costs of Programming | p. 197 |
Regulatory Concerns | p. 197 |
Utilization of the Internet | p. 197 |
Marketing | p. 205 |
The Four Ps of Marketing | p. 206 |
Personnel in Electronic Media Marketing | p. 207 |
Marketing Strategies | p. 208 |
Segmentation | p. 208 |
Positioning | p. 209 |
Branding | p. 209 |
Sales versus Marketing | p. 210 |
Expanding Selling to Marketing | p. 210 |
Understanding Clients and Their Needs | p. 211 |
Sales Management: GSM, Local, and National Sales | p. 212 |
Role of the General Sales Manager (GSM) | p. 212 |
Local Advertising | p. 212 |
The Local Sales Staff: Account Executives | p. 212 |
Role of the Local Sales Manager | p. 214 |
Radio Revenue Projections and Rates | p. 214 |
Television Revenue Projections and Rates | p. 215 |
Cable Revenue Projections and Rates | p. 216 |
National Advertising | p. 217 |
Spot Advertising | p. 217 |
National Sales Staff | p. 218 |
Role of the Rep Firm | p. 218 |
Working with the Rep Firm | p. 219 |
Cooperative (Co-op) Advertising | p. 219 |
Sales Terminology | p. 220 |
Promotions as a Form of Marketing | p. 224 |
Duties of the Promotion Manager | p. 224 |
Types of Promotion | p. 225 |
Evaluating Marketing Efforts | p. 226 |
News and News Management | p. 233 |
The Importance of News | p. 234 |
Localism | p. 235 |
News as Programming | p. 236 |
Organization of News Department | p. 237 |
Staffing the News Department | p. 238 |
Budgeting and the News Department | p. 240 |
Issues in News Management | p. 242 |
Erosion of the News Audience | p. 242 |
Negotiations with News Talent | p. 243 |
Ratings and Sweeps | p. 243 |
News Ethics | p. 244 |
Race and Ethnicity Issues | p. 245 |
Dealing with Unions | p. 245 |
Regulatory Influences and Electronic Media Management | p. 251 |
Regulatory Influences: The Federal Government | p. 252 |
The Executive Branch | p. 252 |
The Legislative Branch | p. 252 |
The Judicial Branch | p. 253 |
Role of State and Local Law | p. 253 |
Role of the Federal Communications Commission | p. 253 |
The FCC: A Brief History | p. 254 |
The FCC Today | p. 255 |
FCC Regulatory Policies | p. 256 |
The FCC and Broadcasting | p. 257 |
The FCC and Programming Policies | p. 261 |
The FCC and Cable Television | p. 264 |
The FCC and Telephone Regulation | p. 266 |
Other Federal Departments and Agencies | p. 268 |
Department of Justice | p. 268 |
Federal Trade Commission | p. 268 |
National Telecommunications and Information Administration | p. 268 |
Federal Aviation Administration | p. 269 |
Informal Regulatory Forces | p. 269 |
Citizen/Consumer Groups | p. 269 |
Self-Regulation | p. 270 |
The Press | p. 270 |
The Internet and Electronic Media Management | p. 277 |
Utilization of the Internet | p. 279 |
Internal Department | p. 279 |
Outsourcing | p. 279 |
The Web Department | p. 280 |
Staffing and Reporting Structure | p. 280 |
Salary and Cost Structures | p. 281 |
Web Functions and Management | p. 282 |
Brand Extension and Development | p. 282 |
Repurposing and Expansion of Content | p. 283 |
Audience Information and Research | p. 284 |
Revenue Streams | p. 285 |
Advertising | p. 285 |
E-Commerce | p. 286 |
Local Portal | p. 287 |
Associate Programs | p. 288 |
Key Management Issues | p. 288 |
Finding the Business Model | p. 288 |
Dealing with Change | p. 289 |
Where Does the Internet Fit | p. 289 |
Glossary of Key Terms | p. 295 |
Index | p. 307 |
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