TY  - BOOK
AU  - Doyle,Gillian
TI  - Understanding media economics
SN  - 9781412930772 (softcover)
AV  - P96.E25 D69 2013
U1  - 338.4730223 23
PY  - 2013///]
KW  - Mass media
KW  - Economic aspects
N1  - 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
N2  - 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
ER  -