- 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 3: Audience Power
“The new and permanent controlling role of the audience is not going to change. I don’t think we are going back.”
- The rise of consumer power has moved control of media decisions from companies and institutions to information consumers who are empowered by choice and by their ability to communicate directly with each other.
- Information consumers are demanding “a place at the table” not only to choose content, but to produce it themselves.
- To be effective, journalists must find new ways to understand audiences and serve their needs as part of a two-way conversation.
State of the Medium
Media companies have not always recognized the fundamental role consumers play in the journalism process. A newspaper has value only if people choose to read it. ...