Media Management : A Casebook Approach

by Wicks, Jan LeBlanc; Sylvie, George; Hollifield, C. Ann; Wicks, Robert H.

• ISBN13: 9780805847154
• ISBN10: 0805847154
• Edition: 3rd
• Format: Paperback
• Copyright: 2003-08-01
• Publisher: Lawrence Erlbau

Summary

Media Management: A Casebook Approachprovides a detailed look at each of the major areas of responsibility that fall to the managers of media organizations, such as leadership, motivation, planning, marketing, and strategic management. Retaining its core content and case study approach, this third edition draws upon the latest organizational and management research to guide students in the development of their managerial skills. It provides media-based cases that give students the opportunity to develop their critical thinking and problem-solving skills. Updates in this edition include: *research and examples to reflect the current state of the industry; *material on convergence, new media, and international aspects, as well as their influences on leadership and planning; *information and research on new media, the Internet, and their future implications for media managers; *technology and online resource sections; and *examples and information on data used by advertisers and media organizations. This textbook also offers new material on the structure of the Internet, new media, and converged and international media organizations. It is intended for advanced undergraduates and graduate students in media management courses.

Table of Contents

Acknowledgments	vii
Preface	ix
Chapter 1 Managerial Decision Making	1	(26)
Case 1.1 Looking at Past Decisions	24	(1)
Case 1.2 Using Individual and Group Decision Styles	25	(1)
Case 1.3 Improving the Web Site	25	(2)
Chapter 2 leadership and the Workforce	27	(24)
Case 2.1 Building a Team and a News Product	45	(4)
Case 2.2 Shutting Down and Moving On	49	(2)
Chapter 3 Motivation	51	(23)
Case 3.1 Charles and Mae	68	(2)
Case 3.2 Memo to a Motivator	70	(1)
Case 3.3 Spinning Motivation	71	(1)
Case 3.4 Producing Morale	72	(2)
Chapter 4 The Global Structure of Media Organizations	74	(25)
Case 4.1 Structural Analysis	94	(1)
Case 4.2 The Debt-Laden Company	95	(2)
Case 4.3 Digitizing the Newsroom	97	(2)
Chapter 5 Technology and the Future	99	(26)
Case 5.1 Convergence Blues	118	(2)
Case 5.2 The Case of the Technology of Choice	120	(2)
Case 5.3 Problems in PR	122	(3)
Chapter 6 Regulation and Self-Regulation	125	(34)
Case 6.1 Developing Counterterrorism Plans and Procedures	149	(2)
Case 6.2 The Case of the Poorly Performing Salesperson	151	(3)
Case 6.3 Privacy Analysis of a Web Site Directed to Children (or Adults)	154	(3)
Case 6.4 Reviewing and Analyzing Freedom of Information Resources and Issues	157	(2)
Chapter 7 Planning	159	(27)
Case 7.1 Connecting Online and Traditional Media: Not Always an Easy Planning Task	181	(5)
Chapter 8 Market Analysis	186	(30)
Case 8.1 A Market Analysis for McLauren Communications	205	(7)
Case 8.2 A Market Analysis for CPR Radio Group	212	(2)
Case 8.3 Options for Conducting a Market Analysis	214	(2)
Chapter 9 Marketing and Research	216	(45)
Case 9.1 The Case of the Ratings Increase	245	(2)
Case 9.2 Evaluating Contributors to Public TV	247	(7)
Case 9.3 Developing a New Magazine	254	(3)
Case 9.4 Developing an Online Media Kit	257	(2)
Case 9.5 Dealing with Cable Customer Dissatisfaction	259	(2)
Chapter 10 Budgeting and Decision Making	261	(23)
Case 10.1 Analyzing the Performance of a Media Company	279	(1)
Case 10.2 Forecasting Advertising Sales	280	(1)
Case 10.3 Forecasting to Purchase a Radio Station	281	(1)
Case 10.4 Analyzing a Budget	282	(2)
Case 10.5 Cutting the Budget at KHIT-FM	284	(1)
Extended Case Studies	284	(17)
Case 1 The Case of Change at a Newspaper	285	(11)
Case 2 The Case of the Newsroom Restructuring	296	(5)
References	301	(14)
Author Index	315	(4)
Subject Index	319