media management 5-9

laws and regulations result from formal action by government,

ethics develop thru social interaction and individual reflections

: prior restraint, libel, privacy, information access, political versus commercial speech, indecency, obscenity and business law

this refers to govt.’s ability to prevent publication of information; disallowed in the US unless there is a “clear and present danger.”

a false and malicious publication printed for the purpose of defaming a living person [actual loss]
Note that opinion, satire, vulgar abuse cannot be libel. Nor can a dead person be libeled

Note also that it is difficult to prove a case of libel against “public officials” and “public figures”
To prove a case of libel against these people, it must be shown that the media showed a “reckless disregard for the truth”
This consists of “actual malice” and “gross negligence”
This standard was established by the Supreme Court in 1964 in New York Times versus Sullivan

1. Disclosure of embarrassing facts
2. Intrusion upon seclusion or solitude
3. False light

Possible defenses include:
1. The person is a public official or a public figure. 2. private act occurred publicly 3. consent
Note that, unlike in libel, truth is no defense against privacy violation

development and implementation

1. Systematic training and constant reinforcement
2. Brief, informal conversations between managers and people who are expected to adopt– and/or adapt to— new changes


3. Appropriate planning for the daily support systems and infrastructure needed to successfully implement change

Strategic planning
Intermediate planning
Short-run planning

allocating resources to achieve the company’s long-term goals; can cover 1 to 10 years, but it’s usually 3 to 5 years

provides reinforcement for long-term goals; covers 6 months to 2 years

allocating resources on a day-to-day or month-to-month basis; a few weeks to 1 year

written for legal and business clarity

encapsulates a company’s long-term goals

derives from the vision statement and changes as the business environment and markets change

1. To assess progress, an organization must set goals related to its vision and mission statements with specific, measurable definitions
2. Every plan involves preparation, i.e., the collection of information about goals and possible alternatives for achieving them
3. All planning includes procedures for executing the plan

product, place, price and promotion

defines the opportunities a business has in a particular market or with a particular product and the short- and long-term threats it may face

1. as a media manager’s job to scan the environment, 2. as a formal project b4 a company makes a major investment, develops a new product, etc and 3. as a strategic career management process, especially for the personal professional devt of workers, freelancers and independent producers, even interns.

geography, product and investment

1. external conditions 2. internal conditions 3. financial conditions

what are the overall trends in the market? Are there new technologies or other factors that may change the market?

show that interactive media continue to displace traditional media.

the relationship between the change in price and change in demand

When the price of a product increases 1% and the demand for the product decreases by more than 1%, demand for the product

When the price of a product increases 1% and the demand for the product decreases by less than 1% the demand for the product

When the price of a product increases by 1% and the demand decreases by exactly 1%

surveillance: monitor the environment to identify new, useful or interesting information
decision-making: conscious info-seeking
diversion: for entertainment
social-cultural interactions: establish common group for social interactions
self-understanding: improve the ability to manage one’s life
psychological needs: for emotional gratification or release

market structure, nature of target market and the market’s economic and sociological conditions

here, managers consider such things as seller concentration, buyer concentration, vertical integration, product differentiation, cost structures and barriers to entry

measures the number of companies competing in the market

that it measures the number of buyers in the market for a given product . For media products, this includes audiences and advertisers

this is where a company also owns the companies from which it buys supplies. It’s difficult to compete with a vertically integrated company

measures the difference between the various products competing in the market. Typically, media companies replicate successful products from their competitors because of high uncertainty and high first-copy costs

refers to production costs, and includes fixed (no control) and variable cost (some control)

the costs incurred in the production of the first unit of a product and about which managers have no control

the costs about which managers have control, such as travel and entertainment budget, editorial allowance, and other day-to-day expenditures

is anything that makes it difficult for a new competitor to enter the market

(a) revenue; (b) borrowing; (3) expanding owership

the process of using promotional tools in a unified way for a synergistic communication effect

research question, secondary research review, primary research design, data-collection procedure, sampling design, data collection, data processing and analysis, and report writing

: 1. audience research 2. circulation studies 3. readership studies 4. advertising studies 5. evaluative, formative and summative research

antitrust, copyright, and wage and contract laws

antimonopoly law designed to protect trade and commerce from unfair, anti-competitive business practices

they say, plan for all steps and actions necessary for creating, testing and packaging an innovation

make plans for the steps and actions necessary to learn how to use an innovation

encapsulates a company’s long-term goals. This does not usually change even if the business climate changes

derives from the vision statement and changes as the business environment and markets change

dropped 2%; from 1960 to 2004

7%; for TV, the average audience size per channel, per network and per program fell because of the multiplicity of channels

it still trailed behind radio’s $21.5 billion, TV’s $46 billion and newspaper’s $49.5 billion

Within this time period, newspaper advertising grew by 2%, radio was flat and TV lost by 2%

SWOT analysis

To identify whether the information/data from a research study for market analysis is of proper nature and quality
To understand the basis steps of a research process and therefore appreciate the relevance of research data to the decision-making process
With the increasing competitiveness and constantly changing technologies of the media industry, research has become central to media management

readers/viewers/listeners and advertisers

develop profiles of their audiences to market their space or time to advertisers

to communicate the value of a brand, product, service or media outlet has to offer to a target segment

IMC is concerned with the central role of communication
IMC: inadequacy of the current media environment
Other options for ad placement apart from the traditional media are: TV screens in airport waiting areas, posters at public events, trade shows, video on demand, etc
coordinated messages must brand-building and communication

a researcher approaches a relatively new topic and little information is available; usually qualitative

describes data and characteristics about the population or phenomenon being studied. Descriptive research answers the questions who, what, where, when and how; usually quantitative
Descriptive research helps identify audience segmenting characteristics

create a causal relationship, where one variable affects another. It is difficult, expensive and time-consuming and is often avoided by media managers

consists of 8-12 people and facilitated by a trained moderator; info can’t be generalized

unstructured personal interviews up to 2 hrs to probe a subject’s behavior and feeling

obtrusive and unobtrusive methods of collecting info about consumers, e.g. tracking Internet user’s surfing behavior

used to describe message composition and content of media

laboratory experiments to determine causality

CPM is the cost to deliver 1,000 people or households to an advertiser; it estimates the efficiency of the media in reaching the desired segment
CPMs are used for intermedia and intramedia comparisons
CPMs help ensure that the media plan or schedule is as cost-efficient as possible in reaching the desired audience

is the number of households or persons that watch a TV station divided by all TV households or persons in that market area with a TV set

is the number of households watching a particular program, divided by the total number of households with TV sets actually turned on when the program airs

larger than ratings

1. Structural approach
2. Technological-Task approach
3. Sociotechnical approach

1. agenda setting
2. matching
3. redefining/restructuring
4. clarifying and
5. routinizing

when management identifies a need for new technologies that often set their own agenda E.g. satellite newsgathering; technologies set their agenda in the media. e.g. the internet

the manager matches the agenda with a technology that befits it

when the manager reorganizes the staff to fit the new technology adopted

how adopters perceive the new technology vis-à-vis their previous work

relative advantage, compatibility, complexibility, triability and observability

when technology takes root and becomes part of the organizational routine