Description
A textbook for electronic media students heading down the management road. Updated from the previous edition (no date noted) to account for the 1996 Telecommunications Act and the mergers of media giants. The authors, communication academics in midwestern universities, have given up trying to predict the future of the industry as a whole and instead suggest possible directions for each topic. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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"As a former TV news executive and former radio station owner/manager, I can say this book is complete. Anyone going into broadcasting should read this book." Prof. Louis E. Conrad, Northeastern University.This new edition of a classic text features important updates that reflect the enormous changes that have taken place since the Telecommunications Act of 1996. Each chapter is significantly updated and will address future concerns and applications. New broadcast and cable regulations and policies are reflected in this new edition, as well as current and future use of the Internet and World Wide Web.This book also covers such essential topics as management theory, audience analysis, broadcast promotion and marketing, and new broadcasting regulations.New edition, reflecting new regulations and policies since the Telecommunications Act of 1996New coverage of the Internet and World Wide Web and their impact on broadcastingExtensively updated to reflect the impact of the new digital technology
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