Pub. Date:
Cengage Learning
Management of Electronic Media / Edition 1

Management of Electronic Media / Edition 1

by Alan B. Albarran

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Product Details

ISBN-13: 9780534262747
Publisher: Cengage Learning
Publication date: 07/28/1996
Series: Radio/TV/Film Series
Edition description: Older Edition
Pages: 324
Product dimensions: 7.61(w) x 9.57(h) x 0.83(d)

About the Author

Alan B. Albarran is the chair of the Department of Radio, Television and Film, as well as the director of the Center for Spanish Language Media at the University of North Texas in Denton, TX. The author/editor of 12 books and former editor of two scholarly journals, Dr. Albarran is internationally recognized as one of the leading scholars in the field of media management and economics. He has presented workshops and seminars in 20 countries and also consults on the media industries. Dr. Albarran's awards include the Broadcast Education Association's Distinguished Scholar Award (2009) and the Journal of Media Economics Award of Honor (2008). He served as the president of the Broadcast Education Association and the Texas Association of Broadcast Educators.

Table of Contents

List of Abbreviations and Acronymsxix
1Managing in the Electronic Media1
An Overview of Electronic Media in Society3
AM Radio5
FM Radio6
Interexchange Service14
Local Exchange Service15
Interest in the Electronic Media15
Management in the Electronic Media15
Levels of Management16
Management Skills17
Management Functions19
Management Roles23
2Strategic Alliances and Partnerships31
Technological Forces32
Regulatory Forces33
Global Forces33
Social Forces34
Strategic Alliances and the Electronic Media Industries35
What is a Strategic Alliance?35
Alliances to Develop and Market Programming and Content37
Alliances to Expand Domestic and Global Markets37
Alliances to Develop Broadband Technology37
Alliances to Develop Interactive Television37
Mergers and Acquisitions38
Why So Many Mergers?39
Implications for Management41
3Ethics of Management51
What Is Ethics?52
Ethical Decision Making in the Electronic Media53
Norms Used in Moral Decision Making55
The Golden Mean56
The Judeo-Christian Ethic56
The Categorical Imperative56
Social Responsibility Theory58
Deontological and Teleological Ethics58
Ethical Codes and Mission Statements59
Codes of Ethics59
Mission Statements63
Ethical Issues in Media Management64
Serving the Market or the Marketplace64
Controversies over Programming65
Ethics in News and Public Affairs66
Ethics in Sales67
Implementing an Ethics Program69
4Theories of Management77
Management as a Process77
Approaches to Management78
Classical School of Management78
Human Relations School of Management81
Modern Approaches to Management85
Management and the Electronic Media90
5Financial Management95
What Is Financial Management?96
Meeting Financial Goals96
Implementing Financial Management97
Setting Priorities and Goals in Individual Departments99
Capital Budgeting99
Compiling the Budget99
Budgetary Flexibility100
Monitoring Financial Performance100
Balance Sheet101
Income (P & L) Statement104
Statement of Cash Flows106
Other Financial Statements106
Financial Analysis108
Time Value of Money108
Ratio Analysis112
Break-Even Analysis114
Depreciation and Amortization116
Reporting Financial Performance117
6Managing Personnel123
Personnel Management124
The Hiring Process125
Performance Reviews131
Part-Time Employees134
Working with Personnel135
Legal Issues in Personnel Management136
Equal Employment Opportunity (EEO) Guidelines136
Sexual Harassment137
Other Labor Laws138
Labor Issues: Working with Unions139
Structure, Communication, and Personnel141
7Understanding Markets and Audiences149
Defining the Market150
Dual Product Markets151
Geographic Markets151
Market Structure152
Concentration in the Market153
Product Differentiation153
Barriers to Entry154
Cost Structures154
Vertical Integration155
The Theory of the Firm155
Other Factors157
Audience Research and Analysis158
Demographic Research Data159
Psychographic Research Data160
Geodemographic Research161
Sources of Audience Research Data161
Nielsen Media Research161
National Research Services for Radio163
Industry and Trade Associations168
Consulting Firms169
Internal Research Departments169
Using Audience Data169
Market Terminology172
A Word Regarding Samples173
Standard Error and Confidence Intervals173
Ratings Accuracy174
Research Application174
8Programming: Strategy and Distribution181
The Program Director181
Radio Programming183
Target Existing Audiences183
Develop a Niche184
Format Variables184
Television Programming187
First-Run Syndication187
Off-Network Syndication188
Ad Hoc Networks189
Local Programming189
Networks and Programming189
Cable Programming194
Management Issues in Programming196
Intense Competition for Audiences196
Demand for More Research196
Brand Development and Brand Extension196
Rising Costs of Programming197
Regulatory Concerns197
Utilization of the Internet197
The Four Ps of Marketing206
Personnel in Electronic Media Marketing207
Marketing Strategies208
Sales versus Marketing210
Expanding Selling to Marketing210
Understanding Clients and Their Needs211
Sales Management: GSM, Local, and National Sales212
Role of the General Sales Manager (GSM)212
Local Advertising212
The Local Sales Staff: Account Executives212
Role of the Local Sales Manager214
Radio Revenue Projections and Rates214
Television Revenue Projections and Rates215
Cable Revenue Projections and Rates216
National Advertising217
Spot Advertising217
National Sales Staff218
Role of the Rep Firm218
Working with the Rep Firm219
Cooperative (Co-op) Advertising219
Sales Terminology220
Promotions as a Form of Marketing224
Duties of the Promotion Manager224
Types of Promotion225
Evaluating Marketing Efforts226
10News and News Management233
The Importance of News234
News as Programming236
Organization of News Department237
Staffing the News Department238
Budgeting and the News Department240
Issues in News Management242
Erosion of the News Audience242
Negotiations with News Talent243
Ratings and Sweeps243
News Ethics244
Race and Ethnicity Issues245
Dealing with Unions245
11Regulatory Influences and Electronic Media Management251
Regulatory Influences: The Federal Government252
The Executive Branch252
The Legislative Branch252
The Judicial Branch253
Role of State and Local Law253
Role of the Federal Communications Commission253
The FCC: A Brief History254
The FCC Today255
FCC Regulatory Policies256
The FCC and Broadcasting257
The FCC and Programming Policies261
The FCC and Cable Television264
The FCC and Telephone Regulation266
Other Federal Departments and Agencies268
Department of Justice268
Federal Trade Commission268
National Telecommunications and Information Administration268
Federal Aviation Administration269
Informal Regulatory Forces269
Citizen/Consumer Groups269
The Press270
12The Internet and Electronic Media Management277
Utilization of the Internet279
Internal Department279
The Web Department280
Staffing and Reporting Structure280
Salary and Cost Structures281
Web Functions and Management282
Brand Extension and Development282
Repurposing and Expansion of Content283
Audience Information and Research284
Revenue Streams285
Local Portal287
Associate Programs288
Key Management Issues288
Finding the Business Model288
Dealing with Change289
Where Does the Internet Fit289
Glossary of Key Terms295

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