Understanding media economics /

Doyle, Gillian.

Understanding media economics / Gillian Doyle. - Second edition. - London Sage Publications Ltd c2013 - xii, 216 pages : illustrations 26 cm

Previous ed.: 2002.

Includes bibliographical references (pages 192-212) and index.

1. Introduction -- 2. Convergence and Multi-platform -- 3. Corporate Growth and Concentration Strategies -- 4. Networks -- 5. Demand: Push to Pull -- 6. Economics of Content Supply -- 7. Copyright -- 8. Media and Advertising -- 9. Media Economics and Public Policy -- References -- Index.

"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." -- Publisher website.

9781412930772 (softcover)

2012949459

GBA680512 bnb


Mass media--Economic aspects.

P96.E25 / D69 2013

338.4730223 / 41339