Understanding media economics /
Doyle, Gillian.
Understanding media economics / Gillian Doyle. - 2nd ed. - Los Angeles, California ; London : SAGE, ©2013 - xii, 216 p. : ill. ; 26 cm.
Previous ed.: 2002.
Includes bibliographical references (pages 192-212) and index.
1. Introduction -- 2. Convergence and Multi-platform -- 3. Corporate Growth and Concentration Strategies -- 4. Networks -- 5. Demand: Push to Pull -- 6. Economics of Content Supply -- 7. Copyright -- 8. Media and Advertising -- 9. Media Economics and Public Policy -- References -- Index.
This book provides an extremely well written and informative introduction to the subject of media economics, characterized by clarity in the...
explanation of concepts or frameworks and by a balanced discussion for the respective positions in areas of debate? - Paul MacDonald, Roehampton Institute ?This book is a very valuable contribution to the media economic literature? - Richard van der Wurff, Dept of Communication, University of Amsterdam 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. The Second Edition of Understanding Media Economics is has been fully updated, and offers a stimulating perspective on the contemporary media environment. This book remains an essential purchase for all students of the media and mass communication.
9781412930772 (softcover) 1412930774 (softcover)
2012949459
GBA680512 bnb
Mass media--Economic aspects.
P96.E25 / D69 2013
338.4730223 / D.G.U
Understanding media economics / Gillian Doyle. - 2nd ed. - Los Angeles, California ; London : SAGE, ©2013 - xii, 216 p. : ill. ; 26 cm.
Previous ed.: 2002.
Includes bibliographical references (pages 192-212) and index.
1. Introduction -- 2. Convergence and Multi-platform -- 3. Corporate Growth and Concentration Strategies -- 4. Networks -- 5. Demand: Push to Pull -- 6. Economics of Content Supply -- 7. Copyright -- 8. Media and Advertising -- 9. Media Economics and Public Policy -- References -- Index.
This book provides an extremely well written and informative introduction to the subject of media economics, characterized by clarity in the...
explanation of concepts or frameworks and by a balanced discussion for the respective positions in areas of debate? - Paul MacDonald, Roehampton Institute ?This book is a very valuable contribution to the media economic literature? - Richard van der Wurff, Dept of Communication, University of Amsterdam 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. The Second Edition of Understanding Media Economics is has been fully updated, and offers a stimulating perspective on the contemporary media environment. This book remains an essential purchase for all students of the media and mass communication.
9781412930772 (softcover) 1412930774 (softcover)
2012949459
GBA680512 bnb
Mass media--Economic aspects.
P96.E25 / D69 2013
338.4730223 / D.G.U