Management of Electronic Media (with InfoTrac)

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ISBN: 9780534563998 | 0534563996
Cover: Paperback
Copyright: 8/10/2005

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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.

Preface

xviii

List of Abbreviations and Acronyms

xxiii

Managing in the Electronic Media

(24)

An Overview of Electronic Media in Society

(2)

Radio

(3)

AM Radio

(1)

FM Radio

(1)

Satellite Radio

(1)

Television

(1)

Multichannel Video: Cable and Satellite

(1)

Telecommunications Industry

(1)

Management in the Electronic Media

(10)

Levels of Management

(1)

Management Skills

(2)

Management Functions

(4)

Management Roles

(2)

Summary

(1)

Case Studies

(1)

InfoTrac College Edition

(1)

Web World

(1)

References for Chapter 1

(2)

The Media Marketplace: Markets, Mergers, Alliances, and Partnerships

(28)

Electronic Media Markets

(2)

Defining the Market

(1)

Dual Product Markets

(1)

Geographic Markets

(1)

Market Structure

(4)

Concentration in the Market

(1)

Product Differentiation

(1)

Barriers to Entry

(1)

Cost Structures

(1)

Vertical Integration

(1)

Types of Market Structure

(2)

Forces Affecting Markets

(5)

Economic Conditions

(1)

Technological Forces

(1)

Regulatory Forces

(1)

Global Forces

(1)

Social Forces

(1)

Synergy

(1)

Alliances and Partnerships

(5)

What Is a Strategic Alliance?

(1)

Alliances to Develop and Market Programming and Content

(1)

Alliances for Newsgathering

(1)

Alliances to Expand Domestic and Global Markets

(1)

Alliances to Refine Broadband Technology

(1)

Alliances to Develop Wireless Distribution

(1)

Alliances to Develop Interactive Television

(1)

Mergers and Acquisitions

(1)

Why So Many Mergers?

(1)

Implications for Management

(4)

Radio

(1)

Television

(1)

Cable

(1)

Summary

(1)

Case Studies

(2)

InfoTrac College Edition

(1)

Web World

(1)

References for Chapter 2

(4)

Ethics of Management

(26)

What Is Ethics?

(1)

Ethical Decision Making in Electronic Media

(2)

Norms Used in Moral Decision Making

(4)

The Golden Mean

(1)

The Judeo-Christian Ethic

(1)

The Categorical Imperative

(1)

Utilitarianism

(1)

Egalitarianism

(1)

Relativism

(1)

Social Responsibility Theory

(1)

Deontological and Teleological Ethics

(1)

Ethical Codes and Mission Statements

(5)

Codes of Ethics

(4)

Mission Statements

(1)

Ethical Issues in Media Management

(5)

Serving the Market or the Marketplace

(1)

Controversies over Programming

(1)

Ethics in News and Public Affairs

(2)

Ethics in Sales

(1)

Implementing an Ethics Program

(1)

Summary

(1)

Case Studies

(3)

InfoTrac College Edition

(1)

Web World

(1)

References for Chapter 3

(3)

Theories of Management

(20)

Management as a Process

(1)

Approaches to Management

(13)

Classical School of Management

(3)

Human Relations School of Management

(4)

Modern Approaches to Management

(6)

Management and the Electronic Media

(1)

Summary

(1)

Case Studies

(2)

InfoTrac College Edition

(1)

References for Chapter 4

(2)

Financial Management

(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

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Management of Electronic Media (with InfoTrac)

Summary

Table of Contents

Supplemental Materials