An Introduction to Media Economics provides a clear, precise introduction to the key economic concepts and issues affecting the media. Written with the needs of non-specialists in mind. This 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 * looks at the impact of economics on public policy The study of media has traditionally been dominated by disciplines other than economics. In recent years, however, issues such competition and industrial concentration have spilt over into the agenda of mainstream media studies. An Introduction to Media Economics opens up these issues for non-specialists and offers a stimulating perspective on the contemporary media environment. This book will be an essential purchase for all students of the media and mass communication.
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