Media Management

Contents: Preface. 1. Managerial decision making. 2. Leadership and the work force. 3. Motivation. 4.  The structure of media organisations. 5. Technology and the future. 6. Media regulation and self regulation. 7. Planning. 8. Market analysis. 9. Marketing and research. 10. Budgeting and decision.

Media managers in the next decade will be focused on profit margin, competition, and employee needs but the internal and external contexts will be driven by two powerful forces: demographics and technology. That is, managers will be dealing with shifting demographics that affect the needs and uses for media products and services in the marketplace. Demographic dynamics also affect the internal operations of media companies adjusting to the changing characteristics of media employees who mirror the larger work force.