Management of Electronic Media

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ISBN: 9780534561925 | 0534561926
Cover: Hardcover
Copyright: 1/1/2002

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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
Table of Contents provided by Syndetics. All Rights Reserved.

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Management of Electronic Media

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