• 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.


“We want to serve our readers anytime, anywhere and anyhow they want to get their content.”

—Michael Rooney
The Wall Street Journal
  • In this chapter, we see that while newspapers overall in the United States are struggling, innovation and the ability to seize opportunities have some organizations beginning to resuscitate.
  • We learn how newspapers are adapting to change forced on them by digital news consumption and how they’re rethinking and realigning business models.
  • And we look at the possibility of “Mom and Pop” operations being the future for small, community papers.
State of the Medium

Since the end of 2007, when the deep recession began, there hasn’t been much to be optimistic about where newspapers are concerned. But, organizations dependent on print media are now experimenting with new avenues to ...

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