Managing Today’s News Media: Audience First
- Chapters
- Front Matter
- Back Matter
- Subject Index
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Copyright
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Library of Congress Cataloging-in-Publication Data
Husni, Samir.
Managing today’s news media: audience first / Samir Husni, University of Mississippi; Debora Halpern Wenger, University of Mississippi; Hank Price, Northwestern University Media Management Center.
pages cm
Includes bibliographical references and index.
ISBN 978-1-4522-9257-1 (pbk.: alk. paper)
1. Broadcast journalism. 2. Television viewers. I. Wenger, Debora Halpern. II. Price, Hank. III. Title.
PN4784.B75H87 2016
070.1’9—dc23 2015024939
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Preface
Change is the only constant. And while change in the media in general and the news media in particular has been occurring at a record speed, this book offers practical solutions on how to cope with and adapt to the evolving media landscape.
The philosophy and theories behind “Managing Today’s News Media: Audience First” have a foundation in the works of two great Greek philosophers, Parmenides and Heraclitus.
Parmenides is the pre-Platonic Greek philosopher who theorized about permanence as reality; what is permanent, what lasts and what is stable is real. In other words, what you cannot destroy is what is real and true.
Heraclitus, on the other hand, was the theorist of change. He’s the one famous for saying, “You cannot step in the same river twice,” because the water keeps on flowing and changing. For him, constant change was the one reality. The only permanent thing in the universe, according to Heraclitus, is change.
So, how can we then create a systematic way of managing news organizations in a world of ever-changing audiences and news and information platforms? This book proposes a strategy; the “4 C’s Strategy” is based on the premise that the focus of media managers today should be on the audience and not the platforms themselves. In Chapter 1 and throughout the text, we describe in great detail how customers, control, choice and change are all part of a strategy for successful media organizations.
Where We Are GoingBetween the three of us, we have been teaching and training media managers for decades. We’ve also worked as consultants or media managers ourselves for some of the top news organizations in the country.
This textbook will help prepare managers for jobs in today’s media organizations, but we also cover the essential topics for any journalist who needs to understand the business of media. It is our belief that one of the great failures of journalism and mass communication education is that programs have neglected to expose students to the basic business principles that drive the success or failure of the organizations for which they work.
Throughout the book, we discuss how the audience-first approach to managing a news company changes the thinking about and execution of newsgathering and the news distribution process. We deal with subjects such as fostering innovation within an organization and the impact of the more interactive relationship news organizations now have with their audiences. Business models and new sources of revenue are discussed, along with an exploration of where multimedia journalism may be headed and how those who want to lead news media companies can prepare themselves for jobs and careers, now and in the future.
How We Get ThereWe’ve structured the book in such a way that you can read individual chapters in whatever order seems most useful to you. Our goal is to provide a straightforward guide to what you need to know to work as a news manager today. All major forms of media are presented in their own individual chapters with an introductory chapter fully explaining the basis of our 4 C’s Strategy.
In addition, in each chapter you will find real-world examples of business successes and failures, in-depth interviews and advice from industry leaders, and unique elements you won’t find in other media management textbooks. We take on the topics of branding, business models and audience power as well.
Each chapter includes two innovative features: “Leadership Reports” and “Think and Do” exercises. The “Leadership Reports” involve interviews with CEOs, publishers, editors, producers, owners and media agency professionals in order to present a “reality check” on how the 4 C’s Strategy can be put into practice.
And while it’s one thing to read about how to do something, it’s another to actually do it. The “Think and Do” sections provide exercises that will test what you’ve learned and your ability to execute the techniques discussed in each chapter.
For those in the classroom, this book is intended to be a tool of preparation for the world of news media. For the news manager, this book is intended to be a tool to enhance and enrich the work environment as many professionals seek solutions to the challenges facing the industry, rather than just updates on the latest technological changes.
This book is about the profession we love and how we manage the integration of media and technology in order to serve our customers better. It is not a theory book, although it is based on a theory. Our goal for “Managing Today’s News Media: Audience First” is to present a practical handbook for every person interested in acquiring a better set of skills when it comes to managing media organizations.
Acknowledgments
There are many good books out there dealing with media, management of media, news media and other topics relevant to the subject. This one, however, simply put, is different. It is a hybrid if you will. “Managing Today’s News Media: Audience First” is not an academic book and not a professional book; it is both.
That could not have happened, however, without the generous contributions from media organization leaders who took the time to talk with us, to teach us, and to share what they know about the ever-changing media landscape and how to manage and survive in such a world. Our goal is that you use this foundation to grow and prosper in your media world regardless of the platform.
We also want to thank family, friends, colleagues, students, reviewers, and editors who believed in the project and worked with us to make this a better book.
It’s also important to thank you – our audience. We need your feedback on our first edition of this book so we can enhance and enrich subsequent editions of the text. Feel free to reach out and offer advice. Thank you.
We wish to gratefully thank the following reviewers:
Dan Caterinicchia, Ohio State University School of Communication
Steven Chappell, Northwest Missouri State University
Sumana Chattopadhyay, Marquette University
Cornelius “Neil” Foote Jr., University of North Texas
Derina Holtzhausen, Oklahoma State University
Mary Catherine Kennedy, Mount St. Mary’s University
Samir “Mr. Magazine™” Husni samir.husni@gmail.com
Deb Halpern Wenger debora.wenger@gmail.com
Hank Price hankprice@outlook.com
Acknowledgements
CQ Press, an imprint of SAGE, is the leading publisher of books, periodicals, and electronic products on American government and international affairs. CQ Press consistently ranks among the top commercial publishers in terms of quality, as evidenced by the numerous awards its products have won over the years. CQ Press owes its existence to Nelson Poynter, former publisher of the St. Petersburg Times, and his wife Henrietta, with whom he founded Congressional Quarterly in 1945. Poynter established CQ with the mission of promoting democracy through education and in 1975 founded the Modern Media Institute, renamed The Poynter Institute for Media Studies after his death. The Poynter Institute (www.poynter.org) is a nonprofit organization dedicated to training journalists and media leaders.
In 2008, CQ Press was acquired by SAGE, a leading international publisher of journals, books, and electronic media for academic, educational, and professional markets. Since 1965, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students spanning a wide range of subject areas, including business, humanities, social sciences, and science, technology, and medicine. A privately owned corporation, SAGE has offices in Los Angeles, London, New Delhi, and Singapore, in addition to the Washington DC office of CQ Press.
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Appendix
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9. Ibid.
10. Ibid.
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4. Fidler, 2013.
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6. Dan Farber, “CNN’s Jeff Zucker Trades Analog Dollars for Digital Quarters,” CNET, July 23, 2013, retrieved from http://news.cnet.com/8301-1023_3-57595067-93/cnns-jeff-zucker-trades-analog-dollars-for-digital-quarters/ on Feb. 26, 2015.
7. “Local Mobile Ad Spend to Double in ’13,” NetNewsCheck, June 11, 2013, retrieved from http://www.netnewscheck.com/article/26729/local-mobile-ad-spend-to-double-in-13 on Feb. 26, 2015.
8. Amy Mitchell, Tom Rosenstiel, Laura Houston Santhanam and Leah Christian, “Revenue,” Pew Research Center, Oct. 1, 2012, retrieved from http://www.journalism.org/analysis_report/revenue on Feb. 26, 2015.
9. “Paying for Digital News,” Digital News Report 2013, Reuters Institute, retrieved from http://www.digitalnewsreport.org/survey/2013/paying-for-digital-news/ on Feb. 26, 2015.
10. Ibid.
Chapter 91. Amy Mitchell, Jocelyn Kiley, Jeffrey Gottfried and Emily Guskin, “The Role of News on Facebook,” Pew Research Center, Oct. 24, 2013, retrieved from http://www.journalism.org/2013/10/24/the-role-of-news-on-facebook/ on Feb. 27, 2015.
2. “Profile of the Social Media News Consumer,” Pew Research Center, Nov. 13, 2013, retrieved from http://www.journalism.org/2013/11/14/news-use-across-social-media-platforms/5_profile-of-the-social-media-news-consumer/ on Nov. 18, 2014.
3. “Real Estate, Fashion, Graphics, Gadgets and More From The Wall Street Journal,” Pinterest, retrieved from http://www.pinterest.com/wsj/ on Oct. 29, 2014.
4. Cory Janssen, “Digital Influence,” Techopedia, retrieved from http://www.techopedia.com/definition/28497/digital-influence on Feb. 27, 2015.
5. Brian Solis, “Report: The Rise of Digital Influence and How to Measure It,” March 21, 2012, retrieved from http://www.briansolis.com/2012/03/report-the-rise-of-digital-influence/ on Feb. 27, 2015.
6. Ibid.
7. “Assignment: On the Front Lines of Ebola,” CNN iReport, Nov. 30, 2014, retrieved from http://ireport.cnn.com/topics/1179496 on Oct. 28, 2014.
8. “How CNN iReport Works,” CNN iReport, July 2, 2012, retrieved from http://ireport.cnn.com/blogs/ireport-blog/2012/07/02/how-cnn-ireport-works on Feb.27, 2015.
9. Michael Depp, “AP’s Carvin: News Battle Near for Twitter, FB,” NetNewsCheck, Jan. 13, 2014, retrieved from http://www.netnewscheck.com/article/31368/aps-carvin-news-battle-near-for-twitter-fb/page/1 on Feb. 27, 2015.
10. Ibid.
Chapter 101. Miguel Helft, “CNN’s Jeff Zucker: Digital Is Our Future,” Fortune, July 23, 2013, retrieved from http://fortune.com/2013/07/23/cnns-jeff-zucker-digital-is-our-future/ on March 3, 2015.
2. Lee Rainie, “Internet, Broadband, and Cell Phone Statistics,” Pew Research Center, Jan. 5, 2010, retrieved from http://www.pewinternet.org/2010/01/05/internet-broadband-and-cell-phone-statistics/ on Feb. 27, 2015.
3. The Pew Research Center’s Project for Excellence in Journalism, “The State of the News Media 2012,” retrieved from http://www.stateofthemedia.org/2012/newspapers-building-digital-revenues-proves-painfully-slow/newspapers-by-the-numbers.
4. Mary Ellen Gordon, “The History of App Pricing and Why Most Apps Are Free,” Flurry, July 18, 2013, retrieved from http://www.flurry.com/bid/99013/The-History-of-App-Pricing-And-Why-Most-Apps-Are-Free#.U4DDPybD-tU on Feb. 27, 2015.
5. “Newspaper Media Revenue 2013: Dollars Grow in Several Categories,” Newspaper Association of America, retrieved from http://www.naa.org/Trends-and-Numbers/Newspaper-Revenue.aspx on Feb. 27, 2015.
6. Joe Pompeo, “New York Times Completes ‘Innovation Report’ Led by Sulzberger Scion,” Capital, May 8, 2014, retrieved from http://www.capitalnewyork.com/article/media/2014/05/8545059/emnew-york-timesem-completes-innovation-report-led-sulzberger-scion on Feb. 27, 2015.
7. Roger Yu, “Gannett to Spin Off Publishing Business,” USA Today, Aug. 6, 2014, retrieved from http://www.usatoday.com/story/money/business/2014/08/05/gannett-carscom-deal/13611915/ on Feb. 27, 2015.
8. Jeffrey A. Eisenach, “The Economics of Retransmission Content,” Empiris LLC, March 2009, retrieved from http://www.nab.org/documents/resources/050809EconofRetransConsentEmpiris.pdf on Feb. 27, 2015.
9. Tony Hallett, “What Is Native Advertising Anyway?” The Guardian, retrieved from http://www.theguardian.com/media-network-outbrain-partner-zone/native-advertising-quality-scalability on Feb. 27, 2015.
10. Ibid.
11. “Executive Conferences From The Wall Street Journal,” retrieved from http://wsj.com/conferences/ on Feb. 27, 2015.
12. “The New York Times Travel Show,” retrieved from http://nyttravelshow.com/ on Feb. 27, 2015.
13. Robert G. Cross, “Revenue Management: Hard-Core Tactics for Market Domination,” New York: Broadway Books, 1997.
Chapter 111. Loulla-Mae Eleftheriou-Smith, “Brands Must ‘Relinquish Control’ and Let Consumers Feel in Charge,” Marketing, April 6, 2014, retrieved from http://www.marketingmagazine.co.uk/article/1297186/brands-relinquish-control-let-consumers-feel-charge on March 4, 2015.
2. Bill Grueskin, Ava Seave and Lucas Graves, “The Story So Far: What We Know About the Business of Digital Journalism,” CJR, May 10, 2011, retrieved from http://www.cjr.org/the_business_of_digital_journalism/the_story_so_far_what_we_know.php on March 4, 2015.
3. Meg Heckman, “Abernathy: Small Papers Must Seize Niche,” NetNewsCheck, June 9, 2014, retrieved from http://www.netnewscheck.com/article/34306/abernathy-small-papers-must-seize-niche on March 2, 2015.
4. Farhad Manjoo, “Why Everyone Will Totally Read This Column,” The Wall Street Journal, Dec. 1, 2013, retrieved from http://online.wsj.com/news/articles/SB10001424052702304579404579231772007379090 on March 2, 2015.
5. “Does BuzzFeed Know the Secret?” retrieved from http://nymag.com/news/features/buzzfeed-2013-4/index2.html on March 2, 2015.
6. Tom Rosenstiel, “Why We Need a Better Conversation About the Future of Journalism Education,” Poynter, Apr. 15, 2013, updated Nov. 24, 2014, retrieved from http://www.poynters.org/latest-news/the-next-journalism/210196/why-we-need-a-better-conversation-about-the-future-of-journalism-education/ on March 2, 2015.
About the Authors
Samir “Mr. Magazine™” Husni, Ph.D., is the founder and director of the Magazine Innovation Center at the University of 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” and 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 Morris Communications Co., the Finnish media group Sanoma, the South African Media24 magazine group, iostudio, Highlights for Children Inc., Hearst Corp., Hachette Filipacchi Media U.S., 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 Corp., New South Publishing Inc., the Society of Professional Journalists, the American Society of Magazine Editors, MPA: The Association of Magazine Media, Vance Publishing Corp., the Florida Magazine Association, the Magazine Association of the Southeast, the National Association 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 media industry newsletter min; and “a world-renowned expert on print journalism,” according to CBS News Sunday Morning. 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 worldwide, 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 numerous radio talk shows including NPR’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 17-year broadcast news veteran, 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, Florida. She started her career as a reporter/anchor at KXJB in Fargo, North Dakota; moved on to producing at WBBH in Ft. Myers, Florida, and WMUR in Manchester, New Hampshire; then became executive producer at WSOC in Charlotte, North Carolina. 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 is co-author of “Advancing the Story: Journalism in a Multimedia World” and holds a bachelor’s degree from what is now known as Minnesota State University and a master’s degree from the 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, North Carolina; and WFMY-TV in Greensboro, North Carolina. He is currently the president and general manager of WVTM-TV, the Hearst-owned NBC affiliate in Birmingham, Alabama. 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 Broadcasters’ 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.
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