Chapter
1: An Overview of Today's Media Industry
A historical perspective on the media
Corporatization of the media
Cross-ownership
Media consolidation
Public (stockholder) ownership of media
Institutional investors and financial firms
Reorganizing to build profits
Conglomerates aren't all bad—are they?
Yes, the mighty can fall—or at least stumble
Fragmentation of media markets
Preparing
for a new media world
SUPPLEMENT: Definitions of common business terms
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Chapter
2: Preparing Yourself for Management
First, get the right job
Or, create your own job
Getting discovered and climbing to the top
Your first management position
Surviving in the cross-fire
Managing yourself—handling time
Not just anyone can be a manager
Journalists becoming managers
The indispensable management resource
The quick way to the top
CASE STUDY: Learning to think like a manager
CASE STUDY: Entrepreneurship or
a management career
Suggested websites
Chapter
3: Motivation and the Work Force
Unionism in mainstream media companies
Layoffs in hard times
Labor issues in the new economy
When you must fire or lay off someone
Approaches to managing employees
Scientific (or classical)
management
Humanistic (or behaviorist)
management
Theories of management
Theory X
Theory Y
Theory Z
Maslow’s Hierarchy of Needs
Management by Objectives (MBO) and total
quality management (TQM)
Equity theory
CASE STUDY: Who will get the pay raises?
CASE STUDY: How do you motivate
a staff with low morale?
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Chapter
4: Qualities of Leadership and Management
The sources of power
Leadership practices
New leadership
Credibility of leadership
Future-oriented leadership
Risk-taking leadership
Empowerin leadership
Motivational leadership
Characteristics of leaders
Management of attention
Management of meaning
Management of trust
Management of self
Everyone and every business makes mistakes
The immeasurable value of optimism
Keep your sense of humor
Pointers on being an effective leader
The MBAs arrive, with humorous reactions
Being an effective manager of others
A skilled manager
controls the use of his or her time
A skilled manager is
adept at planning and goal setting
A skilled manager is
a confident decision maker
A skilled manager works
well with others
A skilled manager is
customer oriented
Jerks and vampires don't seem themselves in mirror
CASE STUDY: Who will get the pay raises?
CASE STUDY: How do you motivate
a staff with low morale?
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Chapter
5: Decision-Making
What is decision-making?
The steps to making decisions
Risk-taking in the decision process
Categorizing decisions
Analytical decision-making tools
The basic tool
Critical Path Method
(CPM) and Performance and Evaluation Technique (PERT)
The Decision Tree
The pay-off matrix
The computer spreadsheet
Hidden traps of decision-making
The anchoring trap
The status quo trap
The confirming evidence
trap
The framing trap
Estimating and forecasting
traps
Who are the decision-makers?
Individual
decision-making styles
Group decision-making
styles
S.W.O.T. analysis
CASE
STUDY: A question of judgment
CASE STUDY: Okay, folks, you can
stop meeting now
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Chapter
6: Media Regulation, Ethics and the Law
Do the right thing
The ethics of media ownership
Can stock options compromise news judgment?
Media managers' profitability dilemma
Profit maximization and responsibility
Values-based business ethics
Government and the press
Legal issues in media businesses
Internet-related business issues
CASE
STUDY: "You can't work for that TV station"
CASE STUDY: An ethical dilemma
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Chapter
7: Operations and Structure of News Media Companies
The "approved contradiction"
The decline of local news coverage
Broadcasting's new digital era
The influence of stockholder interests
Fiduciary responsibility drives corporate profits
Profits trump journalism
Managing a media company: Who would want to?
Uncommon types of ownership
Four main kinds of ownership
Sole proprietorship
Partnership
Corporation
Limited liability structures
The functional parts of any business
Administration
Finance
Accounting
Operations
Marketing
Sales
Management information
Support
Structure of media companies
Four bureaucratic principles
Principles of authority
Span of control
Work specialization
Departmentalization
CASE
STUDY: Serving two masters: The boss and the news
CASE STUDY: An ethical dilemma
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Chapter
8: Budgeting/Financial Management
Project management charts
The balance sheet
The income statement
Financial analysis ratios
Liquidity ratios
Leverage (or solvency)
ratios
Operating ratios
Performance ratios
Cost-control and cost cutting
The company's financial health
Accrual accounting and double-entry bookkeeping
Time value of money
Investment criteria
Net present value
Internal rate of return
Payback period
The never-ending conflict
CASE
STUDY: Web exercise on making changes to a balance sheet
CASE STUDY: Nonprofit fundraising
Suggested websites
Chapter
9: Sales, Marketing and Market Analysis
The traditional wall between business and news
The Four P's of marketing
Market research
Market penetration and pricing
Pricing and marketing decision tools
Pricing analytical
tools
Break-even
analysis
Cost-benefit
analysis
Marketing analytical
tools
Law
of diminishing returns
Law
of diminishing demand
Synergy
and economies of scale
Diffusion
of innovations
Total Market Coverage (TMC)
Marketplace dynamics
Market-driven journalism
The era of Internet marketing
A final thought on marketing rules
CASE
STUDY: Northern Lights cross-promotion
CASE STUDY: Repositioning without
major change
Suggested websites
Chapter
10: Consolidation and Convergence
There is some safety in large size
Monopoly, oligopoly and joint operating agreements
The Newspaper Preservation Act of 1970
Covert consolidation of TV stations?
The Telecommunications Act of 1996
Breakup possible in TV-print convergence
Venture capital and equity investment firms in
media
The power of the cluster
Consolidation throughout the media industry
Going international
CASE
STUDY: Where will we put the billiards table?
CASE STUDY: Expanding and consolidating
Suggested websites
Chapter
11: Entrepreneurship
Entrepreneurs and managers
Traits of an entrepreneur
Promotion or ownership?
Trying repeatedly is what brings 'luck'
Becoming an entrepreneur
Buying a business
Starting up a business
Using the Internet to make a living
Emerging nonprofit news websites
Barriers to entry
Seeking success with a business plan
"Buying" a job
Ten secrets of entrepreneurial success
CASE
STUDY: Taking that big step of buying a business
CASE STUDY: Starting a blog for
profit
Suggested websites
Chapter
12: Technology Creates New Media
Blasts from the past
Early digital media history
Newspapers (plus other media) and technology
Television and technology
Technology changes management
How can news regain profitability in the
digital age?
Convincing the public to pay for news again
"Clicks and mortar" businesses
Cutting costs with mobile journalists
Media business and new technology
Twenty-first-century electronic and digital media
The demise of e-mail
Looking ahead
Technological milestones of the computer era
CASE
STUDY: The challenge of keeping reader comments civil
CASE STUDY: Improving the website
so it's worth doing
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Acknowledgments
Notes
Index
Click
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