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Informationen zum Autor Gillian Doyle is Professor of Media Economics and Director of the Centre for Cultural Policy Research (CCPR) at the University of Glasgow where she runs the MSc in Media Management programme. Klappentext Long waited second edition of this popular exploration of media economics. Will be adopted on courses across media management, media policy and the creative industries. Zusammenfassung Long waited second edition of this popular exploration of media economics. Will be adopted on courses across media management! media policy and the creative industries. Inhaltsverzeichnis Chapter 1: Introduction What Is Media Economics about? Macroeconomics and Microeconomics The Firm in Economic Theory Competitive Market Structures Market Structure and Behaviour What Is So Special About Economics of the Media? Key Economic Characteristics of the Media Economies of Scale Economies of Scope Changing Technology Chapter 2: Convergence and Multi-Platform The Vertical Supply Chain Changing Market Structures and Boundaries Digital Convergence Technological Change, Innovation and Creative Destruction Multi-Platform A New Cornucopia? Chapter 3: Corporate Growth and Concentration Strategies Strategic Responses to Digitization Managerial Theories Horizontal Expansion Diagonal and Conglomerate Growth Vertical Expansion Transnational Growth Chapter 4: Networks Economics of Networks Broadcasting Networks Global Networks in Transnational Publishing Online Content Distribution Social Networks and Microblogging The Changing Role of Networks in Media Economics Chapter 5: Demand: Push to Pull Mass to Niche User Empowerment Segmentation and Branding Audience Flow Management Market Failure in Broadcasting Public Service Content Provision Chapter 6: Economics of Content Supply Novelty and Risk Spreading Portfolios Repetition and Formats Hollywood and Risk Funding Models: Cost Plus Versus Deficit Financing Windowing Chapter 7: Copyright The Economic Origins of Copyright Copyright and Welfare Losses Digitisation and Enforcement Globalisation Territoriality and Free Trade Areas Commercial Models Other Than Copyright Non-Market Alternative Means of Incentivising Creativity Adjusting Copyright to the ¿Open¿ Internet Chapter 8: Media and Advertising The Advertising Industry Why Does Advertising Take place? Are Firms in Control of Their Own Markets? Informative Versus Persuasive Advertising Advertising as a Barrier to Market Entry Advertising and the Performance of the Economy The Rise of Internet Advertising The Firm¿s Advertising Decision Chapter 9: Digital Media Economics and Public Policy Free Market Versus Intervention Support Measures for Media Content Protectionism Concentrated Media Ownership Promoting Competition Monopolies and Technological Change Maximising Efficiency PSBs and State Aid Rules ...
