- 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.
Chapter 9: From Consumer to Producer
From Consumer to Producer
“Social media has allowed companies/brands to develop a personal relationship with their audience. Social helps further humanize the company, in a way, and allows for an even stronger company-audience connection to develop. This forms somewhat of an emotional tie between the two. This two-way relationship is how brands are staying relevant and ‘in business.’”
- In this chapter, we provide our take on the role of customer content generation in the modern media landscape. An argument can be made that there is virtually no barrier to entry in the media world any longer.
- We explore the redefinition of content value as the audience defines which sources are trusted and viable.
- And we look ...