• Summary
  • Contents
  • Subject index

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.


“It’s a mindset; you either understand and embrace changes and you’re excited about that, or you satisfy yourself with the dwindling opportunities you have now. They may still be good for several years, so some companies will worry about later later, but there are very few that refuse to acknowledge that information is ubiquitous, so you have to make your content essential, and if the information is that good, the delivery method becomes less important.”

—Chip Mahaney

Senior Director, Local Operations, Scripps Digital

  • In this chapter, we explore strategies for adapting to change. Today’s media companies have to be adept at adaptation, much more nimble than ever before.
  • We explore the redefinition of websites as platforms offering people the opportunity to create and distribute and consume content.
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