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Chapter
1: Responsibilities of Media and Journalism
Historical perspective on the media
Public (stockholder) ownership of media
The biggest story in American journalism
Preparing for a new media world
Conglomerates aren't all bad—are they?
A new media world of convergence
The difference the First Amendment makes
Chapter
2: Preparing Yourself for Management
First, get the right job
Getting discovered and climbing to the
top
Your first management position
Surviving in the cross-fire
Managing yourself—handling time
Not just anyone can be a manager
Journalists becoming managers
The indispensable management resource
The quick way to the top
Chapter
3: Motivation and the Work Force
Unionism in media companies
Layoffs in hard times
When you must fire or lay off someone
Approaches to managing employees
Scientific (or
classical) management
Humanistic (or
behaviorist) management
Theories of management
Maslow’s Hierarchy
of Needs
Management by Objectives
(MBO)—It's everywhere
Employees need to feel they're being treated
fairly
Chapter
4: Qualities of Leadership and Management
Sources of power
Leadership practices
Model the way
Inspire a shared
vision
Challenge the
process
Enable others
to act
Encourage the
heart
Characteristics of leaders
The immeasurable value of optimism
Pointers on being an effective leader
The MBAs arrive in media companies
Being an effective manager of others
Jerks and vampires don't seem themselves
in mirror
Chapter
5: Decision-Making
What is decision-making?
The steps to making decisions
Risk-taking in the decision process
Categorizing decisions
Analytical decision-making tools
The basic tool
Critical Path Method
(CPM) and
Performance
and Evaluation Technique (PERT)
The Decision Tree
The pay-off matrix
The computer spreadsheet
Hidden traps of decision-making
Who are the decision-makers?
Individual decision-making
styles
Group decision-making
styles
Chapter
6: Media Regulation, Ethics and the Law
Do the right thing
Government and the press
Legal issues in media businesses
Chapter
7: Operations and Structure of News Media Companies
The ethics of the media profit chase
The decline of local news coverage
Influence of stockholder interests
Uncommon types of ownership
Three main kinds of ownership
Sole proprietorship
Partnership
Corporation
The functional parts of any business
Structure of media companies
Chapter
8: Budgeting/Financial Management
The profitability dilemma of media managers
Profit maximization and responsibility
Budgeting and planning
Gantt and milestone
charts
The balance sheet
The income statement
Financial analysis
ratios
Cash flow and cost-control
Time value of money
Investment criteria
Net present value
Internal rate of
return
Payback period
The never-ending conflict
Chapter
9: Sales, Marketing and Market Analysis
Traditional wall between business and news
The 4 P's of marketing
Market penetration and pricing
Pricing and marketing decision tools
Pricing analytical
tools
Marketing analytical
tools
Market analysis
Market-driven journalism
The power of the cluster
Chapter
10: Consolidation and Convergence
There's some safety in large size
Monopoly, oligopoly and joint operating
agreements
Combining forces and news roles
Going international
Fragmentation of media markets
Chapter
11: Entrepreneurship
Entrepreneurs and managers
Traits of an entrepreneur
Promotion or ownership?
Trying repeatedly is what brings 'luck'
Tips for entrepreneurs
Starting up a business
Seeking success with a business plan
The necessity of money
Ten secrets of business success
Chapter
12: Technology Creates a New Media
Newspapers and technology
Television and technology
Media business and new technology
21st-century electronic and digital media
Technological milestones of the computer
era
Index
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