Media Management : A Casebook Approach

by Sohn, Ardyth Broadrick; Wicks, Jan Leblanc; Lacy, Stephen; Sylvie, George

• ISBN13: 9780805830262
• ISBN10: 080583026X
• Format: Paperback
• Copyright: 1999-01-01
• Publisher: LEA, Inc.

Summary

Media Management: A Casebook Approachprovides a contemporary perspective on a wide range of media management issues. With changes reflecting new research and ideas, as well as developments throughout the media industry, this volume presents media management from a practical standpoint, utilizing case studies to simulate decision-making scenarios. This second edition incorporates material on developing media technologies while continuing to emphasize the process of decision making as the central skill of managers. It covers such critical management issues as leadership, planning, and regulation, with application examples ranging from the radio and television arenas to public relations and advertising agencies. This volume provides all students of media management with practical knowledge, excellent insights, and invaluable opportunity for building their management skills as they prepare for careers in the media industry. Additional copy: Bringing back all of the previous authors to write and revise its chapters, this second edition is an improved version of the 1993 volume. This new edition includes original primary data that provides a cultural grounding for readers. It also provides grounding for the next decade--which will feature demographic workforce changes and emerging technologies--by paying close attention to diversity and technology. A decision-making chapter leads the text with its outline of how media companies operate and how managers function within a complex corporate world. Students are provided with a foundation for structural considerations that provides a fine introduction to the cases and content that follow. The end cases illustrate and provide practice for students in simple analysis as well as complex synthesis. These provide an opportunity for students to demonstrate their grasp of all the chapters with particular emphasis on creativity, choice, and management responsibility. Case study has become more common within the field of journalism and mass communication in the past four years, and most students and instructors are comfortable with the method of learning. It is ideal for students of management because it takes into account flexibility, individuality, and creativity as students face realistic problems and opportunities mirrored in the professional world. Valuable intellectual and professional exercises are provided, including practice in role playing, leadership, communication, and decision making with consequences. Students are encouraged to distinguish between arts, activities, actors, meanings, relationships, and settings of importance. By recognizing the components individually and collectively, students can see the options and choices more clearly. Discussion and debate are hard to avoid when examining cases, and as students recognize themselves and their peers they will become more adept at finding their own place within the media workforce.

Table of Contents

Preface	ix
1 Managerial Decision Making	1	(29)
Case 1.1 Looking at Past Decisions	27	(1)
Case 1.2 Using Individual and Group Decision Styles	28	(1)
Case 1.3 Looking to the Future	29	(1)
2 Leadership and the Workforce	30	(23)
Case 2.1 The Case of Planning Human Resources for WXPT	48	(3)
Case 2.2 Shutting Down and Moving On	51	(2)
3 Motivation	53	(30)
Case 3.1 The Wilting Rose	74	(1)
Case 3.2 Letter to a Mentor	75	(2)
Case 3.3 In the Dark	77	(3)
Case 3.4 Going in Circles With the Big Switch	80	(3)
4 The Structure of Media Organizations	83	(32)
Case 4.1 The Case of Learning about the Bottom from the Top	103	(3)
Case 4.2 The Case of the New Editor	106	(3)
Case 4.3 The Case of Helping Reporters at the Brighton Light	109	(2)
Case 4.4 The Case of How Much Work in the News Bureau	111	(2)
Case 4.5 The Case of Paper Glut at the Herald-Telegraph	113	(2)
5 Technology and the Future	115	(32)
Case 5.1 Real-Time Realignment	137	(2)
Case 5.2 The Case of the Technology of Choice	139	(3)
Case 5.3 At Your Service	142	(3)
Case 5.4 Problems in PR	145	(2)
6 Media Regulation and Self-Regulation	147	(37)
Case 6.1 Developing A Performance Evaluation System	170	(1)
Case 6.2 The Case of the Poorly Performing Salesperson	171	(3)
Case 6.3 Developing an Arbitration System	174	(3)
Case 6.4 Evaluating a Home Page for Copyright Problems	177	(1)
Case 6.5 Self-Regulatory Analysis of a Web Site Directed to Children	178	(2)
Case 6.6 Developing Self-Regulatory Guidelines for a Media Firm	180	(2)
Case 6.7 Reviewing Freedom of Information Resources	182	(1)
Case 6.8 Monitoring Broadcast Advertising for Children	183	(1)
7 Planning	184	(46)
Case 7.1 Adding a New Product	209	(2)
Case 7.2 The Transitional Tightrope: A Case Study in Magazine Management Across Borders	211	(19)
8 Market Analysis	230	(40)
Case 8.1 The Case of Examining a Local Television News Market	255	(3)
Case 8.2 Evaluating Content on the WWW	258	(1)
Case 8.3 The Case of Analyzing a Suburban Newspaper Market	259	(4)
Case 8.4 The Case of Starting a City Magazine	263	(6)
Case 8.5 Analyzing Competition	269	(1)
9 Marketing and Research	270	(35)
Case 9.1 The Case of WZZY's Dilemma: Do We Need A New Format?	294	(3)
Case 9.2 Analyzing A Media Market	297	(3)
Case 9.3 Measuring Newspaper Quality	300	(1)
Case 9.4 Should the News Anchor Be Fired?	301	(2)
Case 9.5 Dealing With Cable Customer Dissatisfaction	303	(1)
Case 9.6 Researching and Marketing the WWW	304	(1)
10 Budgeting and Decision Making	305	(28)
Case 10.1 Analyzing the Performance of a Media Company or Outlet	327	(1)
Case 10.2 Forecasting Advertising Sales	328	(2)
Case 10.3 Forecasting to Purchase a Radio Station	330	(1)
Case 10.4 Analyzing A Budget	331	(1)
Case 10.5 Cutting the Budget at KHIT-FM	332	(1)
Extended Case Studies	333	(26)
Case 1 The Case of Profits vs. Public Interest: Clearance at KCMO-TV	333	(21)
Case 2 The Case of Capital Investment and The Call & Journal	354	(5)
References	359	(12)
Author Index	371	(6)
Subject Index	377