[Ebook PDF] Media Management: A Casebook Approach, 5th Edition

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Media Management: A Casebook Approach, 5th Edition

ISBN-13: 978-1138901025
ISBN-10: 1138901024

Author: C. Ann Hollifield (Author), Jan LeBlanc Wicks (Author), George Sylvie (Author), Wilson Lowrey (Author)

Media Management: A Casebook Approach provides a detailed consideration of the manager’s role in today’s media organizations, highlighting critical skills and responsibilities. Using media-based cases that promote critical thinking and problem-solving, this text addresses topics of key concern to managers: diversity, group cultures, progressive discipline, training, and market-driven journalism, among others. The cases provide real-world scenarios to help students anticipate and prepare for experiences in their future careers.

Accounting for major changes in the media landscape that have affected every media industry, this Fifth Edition actively engages these changes in both discussion and cases. The text considers the need for managers to constantly adapt, obtain quality information, and be entrepreneurial and flexible in the face of new situations and technologies that cannot be predicted and change rapidly in national and international settings.

As a resource for students and young professionals working in media industries, Media Management offers essential insights and guidance for succeeding in contemporary media management roles.

PREFACE TO THE FIFTH EDITION
The fifth edition of Media Management: A Casebook Approach represents a new approach and focus, manifested by the change in leadership and approach to writing the book. Those who write media management books typically serve in management positions, meaning their demanding jobs require them to give up old tasks, such as writing this book. Thus we bid a fond farewell to Steve Lacy and Ardyth Sohn, two of the original authors. We are proud to add Wilson Lowrey to the team, whose research includes a variety of media management topics and issues including blogs, online news, the Internet, and convergence. His contributions are welcome additions to this edition. Ann Hollifield, George Sylvie, and Jan LeBlanc Wicks remained on the authorship team. On this edition, we also had the assistance of an extremely talented editorial assistant, Stephanie Stevens, a graduate student at the University of Georgia.
In the few short years since the publication of the fourth edition, dramatic changes have overtaken media industries. The trends toward a decline in print media and an increase in multiplatform media, digital and
mobile distribution of content, social media, and social marketing have accelerated, while entirely new types of media such as location-based content have emerged and gained traction in the market and social media has established itself as a serious content provider in competition with more traditional media forms. Even more importantly, a major restructuring of media labor markets occurred. The Great Recession of 2008 spurred legacy media companies to dramatically cut their permanent workforces through layoffs and attrition and increase the number of contract and freelance workers they hire. The changing nature of media employment combined with the opportunities made possible by new ideas and new technologies have created a wave of media entrepreneurship. This edition actively engages these changes in both discussion and cases.
x PREFACE TO THE FIFTH EDITION
We also took a new approach to writing the book. Ann and Jan served as co-first authors to bring two perspectives to all chapters and revisions, viewing the book through the eyes of a media management/
economics/media in economic development lens, along with an advertising and integrated branding/social issues/self-regulation lens. Future media managers must consider problems and solutions from a variety of viewpoints and have expertise in a number of areas. We felt it was important to take a multidiscipline perspective in writing and revising the book as well. We collaborated with Wilson and George to present a fifth edition that retains the coverage of major management concepts and research while introducing new technologies, new types of media messages, entrepreneurship, and international issues to the book. As ever, we seek to join the important knowledge from the past to the future knowledge needed by our students.
While the fifth edition is significantly changed from the fourth edition, important concepts are retained. Chapters that were kept but significantly revised include Leadership, Motivation, Planning, Innovation,
Market Analysis, Marketing Research, Law, Regulation, and Ethics, and two completely new Extended Cases. The chapter on decision making has been folded into the Leadership chapter. Similarly, the discussion of workforce issues, which was included in the Leadership chapter in the last edition, has now been given an entire chapter of its own. The Workforce chapter will allow professors and students to more thoroughly engage in discussion of media career paths in the new industry environment and the challenges of managing an increasingly multicultural and impermanent workforce. The Planning chapter has been revised to include a strong focus on project planning and management because, in the try-fast/fail-fast business environment of today, media content, business, and technological innovations are often developed through structured projects. The Global Media Management chapter was eliminated as a separate chapter and folded into Planning because overseas expansion often is managed as a project. Finally, we developed a new chapter on Entrepreneurship in recognition of the fact that many of our students will eventually start their own media companies—or be charged with developing entrepreneurial projects within established companies.
A few major themes permeate the fifth edition. We examine how managers must constantly adapt, obtain quality information, and be entrepreneurial and flexible in the face of new situations and technologies
that cannot be predicted and change rapidly in national and international settings. Nowadays the title “media manager” refers to roles ranging from the CEO of a media conglomerate to director of a small agency with a handful of employees to the sole proprietor of a for-profit blog, a technology startups, or your own business as a freelancer. Regardless of the scope of his or her media operation, a media manager today must be a leader, visionary, negotiator, operations manager, supervisor of human resources, trainer, expert in promotions, public relations, marketing and branding; and knowledgeable not only about content production and distribution, but also about audiences and audience behavior. Finally, he or she must be able to apply all that to domestic markets, overseas markets, or some combination of both. On top of all that, the entrepreneurial manager also needs skills in finance and investor or donor management.
Consequently, we address the topics above as well as social media, other new forms of media messaging, change, entrepreneurial journalism, and international topics and issues. We emphasize current trends in management to allow professors and students to consider both established theories and new concepts in management and apply both to contemporary and changing problems faced by media managers. The emphasis on entrepreneurship throughout the fifth edition provides conceptual and skills training in self-sufficiency and initiative, which future leaders in the field must have, especially if they start their own media outlets or firms. The emphasis on international topics and examples throughout this edition reinforces the importance of diversity found in this and earlier editions, while adding research and issues regarding international management.
Here is a short summary of the perspective each author had in each chapter.