Understanding Media Economics

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SAGE, May 24, 2002 - Social Science - 184 pages
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Understanding Media Economics

provides a clear, precise introduction to the key economic concepts and issues affecting the media.

The book: explains the fundamental concepts relevant to the study of media economics; considers the key industrial questions facing the media industries today; relates economic theory to business practice; covers a wide range of media activity - advertising, television, film, print media, and new media; and looks at the impact of economics on public policy.

 

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Contents

I
17
II
39
III
59
IV
79
V
101
VI
119
VII
141
VIII
161
IX
175
X
181

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Page 11 - ... cost of the magazine in the store does not necessarily tell us anything about its consumer value. In terms of economics, production methods are said to be inefficient if it would be possible to produce more of at least one commodity — without simultaneously producing less of another — by merely reallocating resources. However, when it comes to the production of media output, this approach begins to look inadequate. For example, it might well be possible for a television company to redistribute...

About the author (2002)

Gillian Doyle is Professor of Media Economics and Director of the Centre for Cultural Policy Research (CCPR) at the University of Glasgow where she runs the MSc in Media Management programme.

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