• 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.


“Unbound is our corporate philosophy and our positioning. We don’t believe it’s a zero-sum world that in order for us to win in digital somehow print must pay, or vice versa. The principles of unbound are strong core belief in the magazine media today, as well as all the new forms of expression that will follow in the future. And that’s the magazine, and not only the digital products that we’ve been discussing, but it’s also new forms of revenue.”

—David Carey
President, Hearst Magazines
  • In this chapter we explore what has been done to adapt to the changes forced on the magazine media world in a digital-focused marketplace. Example: niche content and new products.
  • We ponder what can be done and what has already been done ...
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