Managing Electronic Media: Making, Marketing, and Moving Digital Content

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Taylor & Francis, 2010 - Performing Arts - 417 pages
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Managing Electronic Media recognizes the changes in technology in the global marketplace and the impact these innovations have on media organizations and their integral business practices. It goes beyond the typical media management book by covering media enterprises as large scale businesses that must operate in a converged environment, rather than in separate silos of activity.

Managing Electronic Media lays the groundwork for understanding and participating in digital content creation, marketing, and distribution. It provides the concepts and vocabulary that managers use to meet the challenges of today's market and to position their organizations to succeed in a relentlessly dynamic 24/7 business environment.

Day in the Life sections highlight the daily activities of top media executives, providing insight into the excitement, the fun, and the challenges, of careers in today's media industries. Case studies utilize exercises to promote further understanding of real-world situations.



* Arm yourself with the tools to succeed in content-producing organizations--a growing industrial sector that brings in more revenue to the U.S. than any other industry
* Understand contemporary media management as it is really practiced
* Learn how managers plan, produce, and profit from high-value content
 

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Contents

Segments Structures and Similarities
1
Chapter 2 Media Organizations
29
Chapter 3 Leadership and Management
61
Chapter 4 Managing Human Resources
91
Chapter 5 Financial Management
113
Measurement and Metrics
143
Chapter 7 Managing the Production Process
175
Chapter 8 Strategies for Marketing Content
203
An Insiders View
245
Chapter 11 Distributing Content
271
Chapter 12 The Changing Media Value Chain
305
Chapter13 Media Industry Business Models
325
Chapter14 Legal and Regulatory Issues
367
Chapter 15 Ethical Issues
387
Index
411
Copyright

Chapter 9 Packaging Repackaging and Marketing Content
223

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About the author (2010)

Joan Van Tassel, Ph.D., is an Associate Professor at National University. She was an award-winning television producer for ten years, wrote on technology and technology management for The Hollywood Reporter, and consulted with major companies on content management projects and digital rights management. She is the author of five books on the business of media content in the networked environment. Her book, Digital TV Over Broadband (Focal Press), received the 2001 Cable Center Book Award from the National Cable Center and Museum.
Lisa Poe-Howfield is the General Manager for KVBC TV 3 in Las Vegas, Nevada, the NBC affiliate for Southern Nevada. Prior to joining KVBC, Lisa held positions with Warner Bros., Rhino Records and Polygram. Howfield was awarded the Broadcasting & Cable magazine "2008 General Manager of the Year" in markets 26+ within the United States. Lisa grew up in Las Vegas, graduated from Bonanza High School, and went on to earn her B.A. degree in Business Communications from Pepperdine University in California. She is married to former NFL kicker, Ian Howfield and has a son, Kyle Root, who attends the University of Nevada Reno.

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