Managing Todays News Media: Audience First
English
By (author): Debora Halpern Wenger Hank Price Samir A. Husni
The business of journalism is in the midst of massive change. Managing Todays News Media: Audience First offers practical solutions on how to cope with and adapt to the evolving media landscape. News media experts Samir Husni, Debora Halpern Wenger, and Hank Price introduce a forward-looking framework for understanding why change is occurring and what it means to the business of journalism. Central to this new paradigm is a focus on the audience. The authors introduce The 4Cs Strategy to describe how customers, control, choice, and change are all part of a strategy for successful media organizations. Every chapter in the book relates to one or more of these four key principles:
- Customer Each platform must offer a unique experience to the customer.
- Choice The audience has more options than ever, and news organizations must work harder to be the preferred choice.
- Control Sharing power and control with the audience is now a necessary part of running a successful news operation.
- Change Companies can manage change through adaptation.
Real-world case studies, important theoretical grounding, and a focus on understanding rather than resisting the customers desire for choice and control make this an unbeatable resource for students and managers alike who want to succeed in this changed media business landscape.
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