Managing Today's News Media: Audience First

by Samir A. Husni, Debora Halpern Wenger, Hank Price

Overview

The business of journalism is in the midst of massive change. Managing Today’s News Media: Audience First offers practical solutions on how to cope with and adapt to the evolving media landscape. News media experts Samir Husni, Debora Halpern Wenger, and Hank Price introduce a forward-looking framework for understanding why change is occurring and what it means to the business of journalism. Central to this new paradigm is a focus on the audience. The authors introduce "The 4Cs Strategy" to describe how customers, control, choice, and change are all part of a strategy for successful media organizations. Every chapter in the book relates to one or more of these four key principles:

 

• Customer – Each platform must offer a unique experience to the customer.
• Choice – The audience has more options than ever, and news organizations must work harder to be the preferred choice.
• Control – Sharing power and control with the audience is now a necessary part of running a successful news operation.
• Change – Companies can manage change through adaptation.

 

Real-world case studies, important theoretical grounding, and a focus on understanding rather than resisting the customer’s desire for choice and control make this an unbeatable resource for students and managers alike who want to succeed in this changed media business landscape.

 

Product Details

ISBN-13:	9781483325002
Publisher:	SAGE Publications
Publication date:	07/29/2015
Sold by:	Barnes & Noble
Format:	eBook
Pages:	232
File size:	2 MB

About the Author

Samir “Mr. Magazine™” Husni, Ph.D.  is the founder and director of the Magazine Innovation Center at the University f Mississippi’s Meek School of Journalism and New Media. He is also Professor and Hederman Lecturer at the School of Journalism. As Mr. Magazine™ he engages in media consulting and research for the magazine media and publishing industry.

Dr. Husni is the author of the annual Samir Husni’s Guide to New Magazines;  Just Common Sense: Mr. Magazine’s Ideas to Grow and Cultivate Magazine Media ; Magazine Conversations; Magazine Publishing in the 21st Century; Launch Your Own Magazine: A Guide for Succeeding in Today’s Marketplace; and Selling Content: The Step-by-Step Art of Packaging Your Own Magazine,. Dr. Husni is also the co-author of Design Your Own Magazine . He is also the editor of The Future of Magazines.

He has presented seminars on trends in magazines and magazine media to the editorial, advertising and sales staff of the magazine groups of the Morris Communications Company, the Finnish media group Sanoma, The South African Media 24 Magazine Group, IOStudio, Hightlights for Children, Inc., Hearst Corp., Hachette Filipacchi Magazines, Meredith Corp., Reader’s Digest Magazine, ESPN the magazine, Sail Magazine, American Airlines Publishing, the National Geographic Society, the Swedish magazine group Bonnier, Southern Progress magazines, New South Publishing, Inc., the Society of Professional Journalists, the American Society of Magazine Editors, MPA: The Association of Magazine Media, Vance Publishing Corporation, the Florida Magazine Association, The Magazine Association of Georgia, the National Society of Black Journalists, the Japanese Magazine Publishers Association, and the American Press Institute.

He is “the country’s leading magazine expert,” according to Forbes ASAP magazine, “the nation’s leading authority on new magazines,” according to min:media industry newsletter; “a world-renowned expert on print journalism” according to CBS News Sunday Morning and The Chicago Tribune dubbed him “the planet’s leading expert on new magazines.”

Dr. Husni has been interviewed by major U.S. and International media on subjects related to the magazine industry. He has been profiled and is regularly quoted in The New York Times, The Los Angeles Times, USA Today, The Chronicle of Higher Education, and many other newspapers world-wide, as well as the major newsweeklies and a host of trade publications.

He has appeared on CBS News Sunday Morning, Good Morning America, CNBC, CNN, CNNFN, PBS, and on numerous radio talk shows including National Public Radio’s Morning and Weekend Editions as well as On The Media.

Dr. Husni holds a doctorate in journalism from the University of Missouri-Columbia and a master’s degree in journalism from the University of North Texas.

Debora Halpern Wenger, a veteran journalist and educator, is associate professor and director of undergraduate journalism at the University of Mississippi. She is also a former associate professor at Virginia Commonwealth University. Prior to her academic appointment, she served as assistant news director at WFLA-TV in Tampa, Fla. She started her career as a reporter/anchor at KXJB in Fargo, N.D., moved on to producing at WBBH in Ft. Myers, Fla., and WMUR in Manchester, N.H., then became executive producer at WSOC in Charlotte, N.C. Wenger conducts multimedia training in newsrooms across the country and is co-author of the broadcast, online and mobile journalism curricula for the Society of Professional Journalists’ Journalism Training Program. She has been invited to work as visiting faculty for the Poynter Institute. She has a BA from what is now known as Minnesota State University and an MA from University of North Carolina–Charlotte.

 

Hank Price, is a veteran television executive who has led some of the nation’s most prominent stations including WBBM-TV, the CBS owned station in Chicago, KARE-TV, the Gannett-owned NBC affiliate in Minneapolis/St. Paul, WXII-TV in Winston-Salem, NC and WFMY-TV in Greensboro, NC.  He is currently the President&General Manager of WVTM-TV, the Hearst-owned NBC affiliate in Birmingham, Al.  Since 2000 Price has also been Senior Director of Northwestern University’s Media Management Center where he concentrates on future journalism and business models.  Earlier in his career Price was a national television consultant with Frank N. Magid Associates.  A frequent speaker at industry events, in 2000 Price was named a Fifth Estater by Broadcasting&Cable Magazine for “innovation in television news.”  In 2010 he was given the North Carolina Association of Broadcast’s Distinguished Service Award for “Outstanding contributions to broadcasting.”  That same year he was named a member of University of Southern Mississippi’s Journalism Hall of Fame.  

Table of Contents

Chapter 1: Audience First
Benefits
State of the Audience
The Business of Journalism
Branding the News
New Challenges
The 4 C′s Strategy
Leadership Reports
Theory in Practice
Think and Do
Executive Summary
Chapter 2: Be The Brand
Benefits
The Importance of Brand
The 4 C’s Strategy: Choice
Leadership Report – Douglas Clemensen
Leadership Report – Marv Danielski
The Rise of Targeted Media Brands
Leadership Report – Ekaterina Walter
Theory in Practice – Branding Theory
Focus on the Future
Executive Summary
Think and Do
Chapter 3: Audience Power
Benefits
State of the Medium
The 4 C’s Strategy: Control
Leadership Report – Scott Libin
Technology Advancement
Theory in Practice – Social Construction of Technology
Empowerment of Social Media
Leadership Report – Jacques Natz
Audience Measurement&Research
Leadership Report – Pat McDonough
Psychographics, Tribes, and Other Qualitative Measurements
The Audience “Persona”
Behavioral Sequence Modeling
Focus on the Future
Executive Summary
Think and Do
Chapter 4: Newspapers
Benefits
State of the Medium
Leadership Report – Stan Tiner
Innovation Needed
The 4 C’s Strategy: Change
Leadership Report – Scott Coopwood
Looking Back – Technology Challenge
Leadership Report – Michael Rooney
Theory in Practice – Contingency Theory
Focus on the Future
Executive Summary
Think and Do
Chapter 5: Magazines
Benefits
State of the Medium
The 4 C’s Strategy: Customers
Leadership Report – David Carey
New Revenue Streams
Leadership Report – Donna Kessler
Leadership Report – Steve Kotok
Looking Back
Theory in Practice – Leadership Theory
Focus on the Future
Executive Summary
Think and Do
Chapter 6: TV
Benefits
State of the Medium
The 4 C’s Strategy: Choice
Leadership Report – Donna Reed
Looking Back – Complacent Past
Leadership Report – Leon Long
Theory in Practice – Innovation Management
Leadership Report – Steve Hammel
Focus on the Future
Executive Summary
Think and Do
Chapter 7: Online
Benefits
State of the Medium
Leadership Report – Bill McCandless
Leadership Report – Warren Webster
The 4 C’s Strategy: Change
Leadership Report – Chip Mahaney
Looking Back – Hindsight Is Easy
Theory in Practice – Dual Transformation
Focus on the Future
Executive Summary
Think and Do
Chapter 8: Mobile
Benefits
State of the Medium
The 4 C’s Strategy: Control
Looking Back – Mobile Moves Quickly
Leadership Report – David Cohn
Leadership Report – Bill Tallent
Theory in Practice – New Product Development
Focus on the Future
Leadership Report – Dan Bradley
Executive Summary
Think and Do
Chapter 9: From Consumer to Producer
Benefits
Social Media and the News
The 4 C’s Strategy: Customers
Leadership Report – Katie Hawkins-Gaar
Leadership Report – Judy M. Stone
Content Curation
Leadership Report – Lewis D’Vorkin
Theory in Practice – Disruptive Innovation
Focus on the Future
Executive Summary
Think and Do
Chapter 10: Show Me the Money
Benefits
State of the Medium
The 4 C’s Strategy: Change
Media Revenue Models
Leadership Report – Gary Randazzo
Leadership Report – Wayne Freedman
Content Marketing
Event Marketing
Amazon.com: A Digital Exclusive Distribution System
Impact of Regulation on Future Business Models
Leadership Report – Mark Prak
Theory in Practice – Revenue Management
Executive Summary
Think and Do
Chapter 11: Road Map for the Future
Benefits
State of the Medium
The Power of Choice
The Power of Connectivity
Understanding the Media Consumer
Leadership Report – John Lavine
Mission Critical: Brand
Leadership Report – Gordon Borrell
Role of the Consumer Journalist
Role of the Journalism Entrepreneur
Media Start-ups
Leadership Report – Terry Mackin
Big Data
Content Competition
News Media Manager Skill Set
Journalism Rules
The Trusted Source
Executive Summary
Think and Do