Book Description
This fifth edition of the successful Promotion and Marketing for Broadcasting, Cable, and the Web, 4ed takes an important, timely look at the newest media venue, the Internet. Under its new title, Media Promotion and Marketing for Broadcast, Cable and the Internet, 5ed it takes a fresh look at the industry and the latest strategies for media promotion and marketing.
The book explores the scope and goals of media production from the perspectives of network and local television, cable, Internet and radio, including public broadcasting. Topics include: goals of promotion; research in promotion; on-air, print, and Web message design; radio promotion; television network and station promotion and new campaigns; non-commercial radio and television promotion; cable marketing and promotion; research and budgeting for promotion; syndicated program marketing; global and international promotion and marketing; and online marketing and promotion.
*The Glossary is back!
*Learn how to build a TV/cable/radio/Internet audience
*Understand streaming media as a powerful promotion tool
Customer Reviews:
Basic Book Better for College Students than Professionals.......2007-07-12
This book is a typical college textbook. A lot of definitions... a lot of fairly rudimentary information.
It's a good book for people who want to learn basic information about media marketing, but it goes into little to no depth about most aspects of the field.
I also don't get the sense that the authors -- college professors-- have much of a sense of the industry as it is today. Other than a mention of sniping and on-air bugs (which debuted several years ago), the book seems a little out of touch.
Therefore, I wouldn't recommend it to anyone currently working in media marketing, because you'll learn very little new knowledge.
But, as it's not presented as an intermediate or advanced book, it's a good resource for beginners.
Book Description
An inside look at a cable titan and his industry
John Malone, hailed as one of the great unsung heroes of our age by some and reviled by others as a ruthless robber baron, is revealed as a bit of both in Cable Cowboy. For more than twenty-five years, Malone has dominated the cable television industry, shaping the world of entertainment and communications, first with his cable company TCI and later with Liberty Media. Written with Malone's unprecedented cooperation, the engaging narrative brings this controversial capitalist and businessman to life. Cable Cowboy is at once a penetrating portrait of Malone's complex persona, and a captivating history of the cable TV industry. Told in a lively style with exclusive details, the book shows how an unassuming copper strand started as a backwoods antenna service and became the digital nervous system of the U.S., an evolution that gave U.S. consumers the fastest route to the Internet. Cable Cowboy reveals the forces that propelled this pioneer to such great heights, and captures the immovable conviction and quicksilver mind that have defined John Malone throughout his career.
Customer Reviews:
Cowboy Malone.......2007-09-17
I liked the way it was written. It gives you a broad idea of how the cable industry developed over the years. Goes in to details of specific deals that gives you a better feeling of how the industry dealt with growth, changes in technology, competition, content suppliers, etc.
An insider's view.......2005-08-02
A great inside look at one of the most powerful players in media. Cable Cowboy tells the great story of how Malone built his emprier and -- for better or worse -- how he used that power. A great read.
Slick; Totally One-Sided, No Real Analysis.......2005-06-24
What this book is really about is how during the last 1/4 of the 20th Century, our governments allowed a few rough and tough businessmen to carve out the new American technologies, with little or no regards to any public interest. First of all, the entire satelitte technology came out of Naval communications and had been paid for already by Federal taxpayers. Then the cable cowboys were able to string their lines along the regulated telephone lines and telephone poles, which had already been paid for also by everyone in their phone bills. There is nothing in the book about this reality, and only a little on what happened to those who tried to question these things and were slammed along the way. Yet, Mr. Malone seems to despise Al Gore and the Federal Government and wonders why anyone has the right to question his motives or actions.
Why is there no real competition? Even with satelitte tv, cable still represents at least 3 separage monopolies. Try to guess why the politicians gave away the monopolies and anyone who questioned this became the target of personal and viscous attacks, if not more. Where were the regulators? There is no other comparable monopoly in America, with the average citizen's 4th or 5th largest expenditure each month going to cable tv and/or cable hi-speed internet.
Who makes the decisions as to what channels are broadcast? Only in America would we turn over these kinds of decision to nameless businessmen, hiding behind huge corporations and limited partnerships. In my own community, on the "local government channel", the elected and appointed politicians from one political party appear almost daily. Those persons from the other major party do not appear at all. The perfect alliance: local government, a faceless corporation or limited partnership and monopoly rates.
This is the real scenario of a big part of cable tv and there is really nothing on the book on these kinds of things. One should read the Stephen Keating book, "Cutthroat: High Stakes and Killer Moves on the Electronic Frontier" to get better insight as to the reality of cable-tv development.
The Godfather.......2005-04-13
An engaging and accessible account of one of America's great business leaders and a complicated industry. Whether your interest is the cable industry, general business, leadership or free enterprise, this is the book for you!
Excellent read!.......2003-01-30
Fun, interesting, and insightful read. Provides clear explanation of the financial transactions utilized to help Malone build his cable empire.
Average customer rating:
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Advertising in the Broadcast and Cable Media
Elizabeth J. Heighton
Manufacturer: Wadsworth Publishing Company
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ASIN: 0534191045 |
Book Description
How brutal is the cable news business? When Fox News CEO Roger Ailes learned that Paula Zahn was negotiating with archrival CNN, Ailes fired Zahn immediately. When a reporter pointed out that Zahn had boosted ratings for Fox, Ailes replied, “I could have put a dead raccoon on the air this year and gotten a better rating than last year.”
Crazy Like A Fox tells one of the most dramatic business stories of the past decade—the war over cable news. In 1991, with its coverage of the first Gulf War, Ted Turner's CNN reinvented the television news business and became a global brand name. In 1995, NBC and Microsoft pooled their enormous resources to create MSNBC. But by 2003, both had been dwarfed in the ratings by Rupert Murdoch's seven-year-old Fox News Channel. How did Fox News pull off this amazing victory and how is its success— and its alleged right-wing slant—changing the entire media world?
Scott Collins provides a shocking account of corporate arrogance and intrigue, with all the brash personalities and back-room dealings involved in the war for ratings. He offers inside tales about a virtual Who's Who of American television: not just corporate players like Turner, Murdoch, Ailes, Walter Isaacson, and Bob Wright, but also on-air talent like Paula Zahn, Bill O'Reilly, Connie Chung, Phil Donahue, Sean Hannity, Greta Van Susteren, and Larry King. Collins also shows what happened behind the camera during the biggest news stories of our time, including the 2000 election, September 11, and Gulf War II.
Customer Reviews:
CNN just doesn't get it;...nor do they even care!.......2007-02-25
Right off the bat,I think the publishing date of this book is important. It was published in April,2004 and that is a relatively a long time ago for a book of this nature;and on top of that had to be written sometime before that. Therefore anything in the book is 4 years ago or longer. In a world where events , communications and technology are moving so fast,sometimes the old maxim ,"It's hard to see the forest for the trees",sure applies. For that reason,I believe reading this book now,really shows how well the author analyzed the subject.
The title and line on the cover is misleading. It is more about CNN than Fox.A book like this should ,just like the news,be as free from bias as possible.If not free,then at least balanced. That cannot be said about this book. If you look at the background of the author;you see he has a strong Liberal leaning and it comes through over and over again throughout the book. It is evident where the author discusses, on page 192 and 192 ,that Phil Donahue had a homey reassurance,was ernest and nonthreatning,an unmistakable liberal "bent",with frequent guests like Jesse Jackson,Ralph Nader and Gloria Steinmen;but that his show featured a less than stirring debate with a conservative firebrand Pat Buchanan.He doesn't use the same sort of name calling when talking about ,as Hannity would say,"his Liberal friends".
In the early days,CNN had the "Jump"on the competition in News Chanels,for the simple fact that there was no competition.As a matter of fact ,I enjoyed CNN in the early days,especially in world coverage. However, as time went on,this success was taken for granted as a birth right and then we really saw the Chanel take on the left wing,European favoring,UN admiring,US bashing,agendae.The disappointment of their leader,Clinton desecrate the office of President.Bush's election,and the Government's necessity to deal with Teeorism,left them full of hate.Since that time,the liberal left became obsessed with hate so much that any success, internationally or domestically ,angered and disappointed them.They went looking for bad news wherever possible and ignored, or at best glossed over anything positive.Unfortunately ,since the mainstream media is heavily weighted with people of liberal bias ,that is where it went;and CNN lead the way and still does.
The liberal left idea that everyone hates Bush, everyone around the world hates America,Europe is much more enlightened than America,any conservative thought is objectionable and only their ideas are worth discussing,prevailed. The concept of fair and balance,is totally foreign to them.
Enter Fox,with differing points of view,and you have competion in the world of ideas.And Lo and Behold!,not everybody who does not agree with the left,find Fox serves them better than CNN.
This is the point that the author, intentionally or not, misses in this book.Whether the left understand this or not,it seems that they victims of of something or other, and its got to be the viewers who are stupid ,because it can't be themselves.
It is a shame that agendae have come to be such an important factor in news;but the viewer will be the one who will decide what can be trusted and what can't.When you see the "new kid on the block" getting more viewers than all the other "main stream press" combined, it should tell them something;assuming they are listening.
If you think it's bad in the US; try watching Canadian Newschanels.We have the Government supported CBC,which is as liberal, if not more so than CNN.It has no concern whether it gets viewers and viewer support,because,quite frankly ,the Government ,which is heavily slanted Liberal and Socialist,likes it the way it is and supports it regardless whether it is watched or not by the majority.Their idea of balance has been to bring in the BBC; that's right;I'm serious,we need the enlightened,european, socialist anti-american viewpoint! But listen to this,there is now talk of bringing in Al Jazeera...now there's balance for you!
Until last year ,one could not even get Fox News here in Toronto.Finally,the government allows it, and guess where I go now for my news! Can you believe it? We get CNN with our Bacic Package;but if you want Fox,you gotta pay extra. That's my choice,so I do!
I haven't seen a similar book dealing with Talk Radio.The same thing applies there,There has been a series of failures to get support for left wing radio,despite a ton of money and several attempts.Conservative talk radio does very well both in popularity and finacially as Rush Limgaugh says "in the arena of ideas debate" One day he had Al Sharpton on his show.He explained why the liberals were failing,why Siros and Al Franken were going to fail as well.He offered to show Sharpton how to succeed because Limbaugh thought there was a need for a balanced view---Sharpton wouldn't take him up on it.
It isn't books that will provide the answers;the viewers will,though!
The rise of a news station.......2006-12-18
The spectacular rise of CNN has been put off by a newer story of Fox News. The Fox news phenomena are discussed here and their rise from taking Greta Van Sustran to Neil Cavuto is explained. While I think they downplay the significance of the second gulf war in really capturing ratings the author does a great job otherwise of tracking fox news rise. Whether you love them or hate them this is a fair and balanced look at how one of the most powerful news agencies today came into being.
Dishonost Name, But An Interesting Read.......2006-11-26
In "Crazy Like A FOX" author Scott Collins apparently was capitalizing on the popularity of the Fox New Channel to sell a book about the collapse of the network newscasts, along with the rise and fall of CNN and MSNBC.
Along the way, Collins throws in some tidbits about FOX News' techniques in overpowering these news giants. But like most liberal writers, he fails to grasp the real reason for FOX's popularity: The majority of American citizens, regardless of party affiliation, are conservative and have an innate sense of fairness. These values have bled over into their news-watching habits after the FNC simply offered them an alternative.
With all that said however, I rated this book a 4-star. Mr. Collins guides the reader, in a logical and well-paced narrative, through the back alleys of the cable news business, the powerful characters involved, and the steps and missteps of the players on this world stage. Well worth your reading time.
oxy.......2006-01-06
'Fox News' is an oxymoron
He doesn't understand why.......2005-12-13
Don't be deceived by the title of this book. It is not about the rise of Fox News, in fact Fox News gets very little coverage. Collins focuses on the internal machinations of CNN (my estimate is that 70% of the book is on CNN), MSNBC (25%) and then Fox (5%).
Worse still, he doesn't seem to understand why Fox has succeeded, even though in the pages of the book the answer is obvious (how does that old saying go about Forests and Trees ...). With his focus on CNN, he pulls out all sorts of reasons that could have contributed to CNN's decline, yet none of them were that significant in terms of viewers and ratings. Similarly, his few snippets on Fox don't explain how it quickly became the leading network.
All the internal machinations that Collins focuses on - the start-up and running of a cable news channel, the programming choices, and the hiring and firing of celibrities - do not explain why Fox has stormed away from the competition. Collins tries very hard to not talk about the elephant standing in the room, the real reason Fox has succeeded - liberal media bias.
He occassionally alludes to it, but only as a digression. It is a pity because a book that explored the ideological differences between the networks would have been a great read (its more Fox vs MSM not just CNN). Fox didn't do anything brilliantly different in setting up and running a news channel. They changed the orientation of the news to be more conservative(in their words they were not going to be "an attack dog against our own country")which survey after survey has shown represents the largest political grouping in the country (around 40%, self-confessed liberals are less than 10%). The reality that Collins does not want to face is that Fox is a channel that reflects America, CNN does not.
Average customer rating:
- CNN: about as bad as Fox News
- This is a Good Book!
- Great book
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CNN: The Inside Story: How a Band of Mavericks Changed the Face of Television News
Hank Whittemore
Manufacturer: Little Brown & Co (T)
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Binding: Hardcover
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Me and Ted Against the World : The Unauthorized Story of the Founding of CNN
ASIN: 0316937614 |
Customer Reviews:
CNN: about as bad as Fox News.......2005-08-03
There was a time when CNN was a channel I watched regularly. Because they're so desperate for ratings, they've decided to ape Fox News. They have the drunk, psycho blowhard Nancy Disgrace. They have airheads like Robin Meade, who wears WAY TOO MUCH makeup and is as phony as the day is long ("Good Morning, Sunshine!" - she's talking to a REMOTE, UNMANNED TELEVISION CAMERA!) and Erica Hill (who wears her hair like as a stiff, UGLY helmet) who try and act like they're actually "there with you"; like they're your "friends". Very deceptive. To their credit, they did fire the bow-tied moron and Bill Hemmer. Thank God Judy Woodruff is gone (Hey, Larry King: FOLLOW HER LEAD!) They never should have hired Soledad O'Brien. It was a horrible mistake booting the sexy Paula Zahn from mornings. CNN and other 24 hr news channels are only at their best when providing live, unscripted coverage, where they don't have a chance to can their comments. Instead of providing REAL news, viewers are subjected to "human interest stories" like young blondes who go missing, exploiting them for all their worth. CNN is the equivalent of "reality" tv - which is to say: GARBAGE. If you want some real news visit Democracy Now - THAT'S worth watching.
This is a Good Book!.......2005-05-17
See first hand as CNN struggles to be objective in reporting, not as easy as one may think. There are many great stories in the book about the personalities which make up the news. There are lessons in reporting that are very applicable today. I found many parallels to the radio business. I recommend this book to any news reporter who cares about details.
A radio news reporter from Wisconsin
Great book.......2004-07-18
This is an absolutely great book for fans of CNN or anyone in the media. It contains tons of inspiring quotes and great behind-the-scenes stories.
I wouuld highly recommend it.
Average customer rating:
- Terrific information about the cable cartel.
- Terrific information about the cable cartel.
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Public Policy Toward Cable Television: The Economics of Rate (AEI Studies in Telecommunications Deregulation)
Thomas W. Hazlett , and
Matthew L. Spitzer
Manufacturer: MIT Press
ProductGroup: Book
Binding: Hardcover
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ASIN: 0262082535 |
Book Description
Effective June 1, 1998, The MIT Press no longer distributes titles for the AEI Press. Orders for this book should be placed with:
AEI Press c/o Publishers Resources, Inc. 1224 Heil Quaker Blvd. P.O. Box 7001 La Vergne, TN 37086-7001
Customer Reviews:
Terrific information about the cable cartel........1999-05-22
Dr. Hazlett explicates the dilemmas of free enterprise and government regulation, as they apply to the evil cable mafias, in this witty book. If you get cable tv, you should read this.
Terrific information about the cable cartel........1999-05-22
Dr. Hazlett explicates the dilemmas of free enterprise and government regulation, as they apply to the evil cable mafias, in this witty book. If you get cable tv, you should read this.
Average customer rating:
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Inside Hbo: The Billion Dollar War Between Hbo, Hollywood, and the Home Video Revolution
George Mair
Manufacturer: Dodd Mead
ProductGroup: Book
Binding: Hardcover
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ASIN: 0396084206 |
Book Description
Promotion & Marketing for Broadcasting, Cable and the Web has remained one of the only books about promotion for radio, TV, cable, and now the web. The latest edition of this highly-regarded textbook has been updated to encompass the enormous structural and economic changes in the industry since the early 90s. New emphasis is placed on the role of the World Wide Web and global marketing. The fourth edition brings the ever-evolving mission of the web into even greater focus with a new chapter on internet commerce and competition, and the widespread use if the internet as an advertising medium.
Among the topics covered in this text are: goals of promotion; research in promotion; on-air, print and web message design; radio promotion, TV network and station promotion and news campaigns; non-commercial radio and TV promotion; cable marketing and promotion; research and budgeting for promotion; syndicated program marketing; global and international promotion and marketing.
Endorsed by Promax, the national association of marketing executives in electronic media
Revised to include role of the World Wide Web
Companion video for instructors
Book Description
If you're wondering who or what is next on Comcast's "to-do" list--stay tuned. Be sure to take this eye-opening, rare look inside an American corporate dynasty that began as a small franchise in Tupelo, Mississippi, and grew to become the nation's biggest cable TV company and fastest-growing Internet provider.
With the tenacious investigative skills and gusto of the seasoned reporter, Joseph N. DiStefano has written a must-read history of this vital industry and its principal player, as well as the unauthorized biography of Comcast's founder, Ralph Roberts, and his son and successor, Brian.
Though rivals like Fox News owner and satellite TV baron Rupert Murdoch continue to nip at its heels, though consumer discontent simmers, Comcast, with allies in small-town city halls and Washington, D.C., as well as powerful companies like Microsoft, continues to exert influence over Hollywood, Madison Avenue, and every TV viewer. We are, indeed, all COMCASTed.
Customer Reviews:
Comcasted Aren't We All?.......2005-03-09
I just read this book because I was mad at Comcast--long story. While I didn't find it brimming with "dirt" I did find it a quick, interesting read and gave me some of the answers to my questions--why this giant has not been felled by the government...it's all in the message. The Robertses are very clever about how their media messages are presented and swallowed. If you're looking for a pure rant, you won't find satisfaction in this book. If you're looking for a sublimely damning look inside the company that pretty much controls how we watch tv and how much we pay for it, you'll enjoy this book.
Book Description
With the milestones of Digital TV and HDTV, there are
lots of questions to be asked about television of today...
Understanding Digital Television explains complex technical systems and solutions in an easy
to comprehend manner along with visual 3D graphics. It helps non-technical individuals such as
managers, executives, general media professionals, as well as TV and home cinema enthusiasts
gain a practical understanding of the equipment, technical aspects of digital television, and various
ways of distributing. Most examples are from a European perspective, but also include comparisons
with North American systems. This book answers the confusing questions about new devices and
digital formats, what to do when the analog TV transmitters are switched off, watching TV using your
broadband connection, and much more.
*Describes the four major platforms of digital TV: satellite, cable, terrestrial transmitters
and broadband
*Uses an extensive collection of illustrations to explain the technical solutions
*Includes detailed illustrations and full-color section
*Contains an appendices dedicated to North American systems
Books:
- Millionaire's Notebook: How Ordinary People Can Achieve Extraordinary Success
- Mom, Share Your Life With Me
- Nightmares in the Sky: Gargoyles and Grotesques
- Patterns of Enterprise Application Architecture
- Porn for Women
- Red Carpets and Other Banana Skins: The Autobiography
- Return of the Guardian-King (Legends of the Guardian-King)
- Route 66 Dining & Lodging Guide - 12th Edition
- Rush Limbaugh is a Big Fat Idiot
- School Leadership and Administration: Important Concepts, Case Studies, and Simulations
Books Index
Books Home
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- The Very Hungry Caterpillar board book
- Siblings Without Rivalry: How to Help Your Children Live Together So You Can Live Too
- Kulturelle Reprasentationen Des "Holocaust" in Deutschland Und Den Vereinigten Staaten
- Historical Dictionary of Georgia
- Marketing: The Core
- State of Emergency: The Third World Invasion and Conquest of America
- Mountains Beyond Mountains: The Quest of Dr. Paul Farmer, a Man Who Would Cure the World
- Positive Cash Flow: Complete Credit and Collections for the Small Business
- Handbook of Development Economics Volumes 3A & 3B
- Obi; or, The History of Three-Fingered Jack
Media Programming: Strategies and Practices
Advertising Media A-to-Z
Selling Electronic Media
Marketing to Moviegoers: A Handbook of Strategies Used by Major Studios and Independents
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Lea's Communication)
