Understanding Media Economics (Paperback)

Gillian Doyle

ISBN 10: 1412930774 / ISBN 13: 9781412930772

Published by SAGE Publications Inc, Thousand Oaks, 2013

About this Item

Paperback. "Expertly synthesizes economic theory and contemporary cases to both explain the structure of the contemporary media industry and shed insight on the significant challenges and controversies confronting the sector."- Lucy Kung, Oxford University and Jonkoping University"A wide-ranging, accessible introduction to media economics and their application to a broad range of media topics from advertising and business models to copyright, audience demand and public policy."- Chris Bilton, University of Warwick"An excellent textbook on media economics, which takes into account the full complexity of the subject matter in the context of structural, technological and creative transformations that characterise digital media."- Milan Todorovic, London Metropolitan UniversityWith the rapidly evolving digital media landscape, this second and completely revised edition of Understanding Media Economics moves beyond a sector-specific approach to media analysis, and instead focuses on the issues and imperatives that are now central to how economic forces impact on the media industries.Exploring themes such as innovation, digital multi-platform developments, the emerging importance of networks, branding and segmentation of market demand, strategies of risk-spreading, maximizing value within content, intermediation and rights management, corporate expansion and advertising, this book addresses and explains the key pressing questions and issues that are transforming contemporary media industries and markets.Gillian Doyle makes the economics of the media fascinating, compelling and easy to understand. This is essential reading for students of media economics, media management, media policy and courses across the cultural and creative industries. Long waited second edition of this popular exploration of media economics. Will be adopted on courses across media management, media policy and the creative industries. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.

Seller Inventory # 9781412930772

Bibliographic Details

• Title: Understanding Media Economics (Paperback)
• Publisher: SAGE Publications Inc, Thousand Oaks
• Publication Date: 2013
• Language: English
• ISBN 10: 1412930774
• ISBN 13: 9781412930772
• Binding: Paperback
• Edition: 2nd Edition
• Condition: new

About this title

Synopsis

′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.

About the Author

Gillian Doyle is Professor of Media Economics and Director of the Centre for Cultural Policy Research (CCPR) at the University of Glasgow where she runs the MSc in Media Management programme.