- 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 2: Be the Brand
Be the Brand
“Brand matters, and it matters more than ever, but what does that brand stand for? If it’s ‘we’re special’ or ‘we’re unique,’ it’s not going to work. The audience is in charge and they will determine your brand based on performance, not promotion. Promotion is a Media 1.0 concept; the ‘Law of Attraction’ is what works in today’s marketplace. Attraction is the defining dynamic of influence in our increasingly postmodern culture, and it is 180 degrees from what mainstream media companies currently practice.”
- In this chapter we explore the commoditization of media, the resulting transfer of power from mainstream media to the consumer and the role brand now plays in news consumer decisions.
- We explore ...