Understanding Media Economics / Edition 1

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Overview

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.

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Editorial Reviews

Booknews
Doyle introduces some of the main economic concepts and issuing affecting the media, writing for readers with no previous background in economics who want to acquire the tools need to understand some of the economic features and industrial questions surrounding media firms and markets. He first surveys fundamental concepts, then illustrates them in discussions of particular sectors of media activity, such as television broadcasting, print media publishing, and new media. Annotation c. Book News, Inc., Portland, OR (booknews.com)
From the Publisher
This is 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 at the start of the twenty-first century.
Milan Todorovic London Metropolitan University
Sally Broughton Micova
This second edition of Understanding Media Economics is a welcome overhaul that gets to the heart of the issues and challenges in today’s media industry. It is more applicable beyond the classroom than the previous version and should be on the reading lists, not just of students in media economics course, but also of many in Westminster, Brussels and Strasbourg.
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Product Details

  • ISBN-13: 9780761968757
  • Publisher: SAGE Publications
  • Publication date: 5/24/2002
  • Edition description: First Edition
  • Edition number: 1
  • Pages: 184
  • Product dimensions: 6.70 (w) x 9.40 (h) x 0.50 (d)

Meet the Author

Gillian Doyle is Director of MSc in Media Management, Dept of Film and Television Studies, University of Stirling

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Table of Contents

Introduction to Media Economics
Corporate Strategies
Economics of Advertising
Television Broadcasting
Television Production
The International Film Industry
Print Media
New Media
Media Economics and Public Policy

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