• 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.

Road Map for the Future
Road Map for the Future

“If I was going to go into the world and inform people, and I could pick the day I walked in the door, it would be today. The opportunities to learn, to be curious, to help the world, to grow and engage a community. Just think of it. And we’ve barely scratched the surface.”

—John Lavine
Founder of the Media Management Center, Former Dean at Medill
  • In this chapter, we look at the trends that will continue to change the shape of media.
  • We study the ramifications of consumer-driven media.
  • And we explore the important role journalists will play in the future of media.
State of the Medium

As we have seen throughout this book, media is in transition. For most of ...

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