Understanding Media Economics

Second Edition

Gillian Doyle - University of Glasgow, UK

Courses:
Creative Industries | Cultural Policy and Politics | Media Economics | Media Economics | Media Management

May 2013 | 232 pages | SAGE Publications Ltd

'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.

Available Formats

ISBN: 9781412930765	Hardcover	Suggested Retail Price: $182.00	Bookstore Price: $145.60
ISBN: 9781412930772	Paperback	Suggested Retail Price: $56.00	Bookstore Price: $44.80
ISBN: 9781446291344	Electronic Version	Suggested Retail Price: $50.00	Bookstore Price: $40.00

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Chapter 1: Introduction

What Is Media Economics about?

Macroeconomics and Microeconomics

The Firm in Economic Theory

Competitive Market Structures

Market Structure and Behaviour

What Is So Special About Economics of the Media?

Key Economic Characteristics of the Media

Economies of Scale

Economies of Scope

Changing Technology

Chapter 2: Convergence and Multi-Platform

The Vertical Supply Chain

Changing Market Structures and Boundaries

Digital Convergence

Technological Change, Innovation and Creative Destruction

Multi-Platform

A New Cornucopia?

Chapter 3: Corporate Growth and Concentration Strategies

Strategic Responses to Digitization

Managerial Theories

Horizontal Expansion

Diagonal and Conglomerate Growth

Vertical Expansion

Transnational Growth

Chapter 4: Networks

Economics of Networks

Broadcasting Networks

Global Networks in Transnational Publishing

Online Content Distribution

Social Networks and Microblogging

The Changing Role of Networks in Media Economics

Chapter 5: Demand: Push to Pull

Mass to Niche

User Empowerment

Segmentation and Branding

Audience Flow Management

Market Failure in Broadcasting

Public Service Content Provision

Chapter 6: Economics of Content Supply

Novelty and Risk Spreading

Portfolios

Repetition and Formats

Hollywood and Risk

Funding Models: Cost Plus Versus Deficit Financing

Windowing

Chapter 7: Copyright

The Economic Origins of Copyright

Digitisation and Enforcement

Globalisation

Territoriality and Free Trade Areas

Commercial Models Other Than Copyright

Non-Market Alternative Means of Incentivising Creativity

Adjusting Copyright to the 'Open' Internet

Chapter 8: Media and Advertising

The Advertising Industry

Why Does Advertising Take place?

Are Firms in Control of Their Own Markets?

Informative Versus Persuasive Advertising

Advertising as a Barrier to Market Entry

Advertising and the Performance of the Economy

The Rise of Internet Advertising

The Firm's Advertising Decision

Chapter 9: Digital Media Economics and Public Policy

Free Market Versus Intervention

Support Measures for Media Content

Protectionism

Concentrated Media Ownership

Promoting Competition

Monopolies and Technological Change

Maximising Efficiency

PSBs and State Aid Rules

The first edition of this book was extremely influential and helpful for me as a student, the new addition will now become equally essential for my students. I have already aquired two personal copies.

Dr Todd Nesbitt

Department of Communication, New York University in Prague

July 10, 2013

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