Issues and readings
How have the economics of newspaper publishing altered in recent decades? What are the main competitive tools available to managers in the newspaper industry? What factors are involved in determining a newspaper's optimal pricing strategy? What factors have encouraged the success of transnational magazine publishing in Europe? What, if any, lessons are available for other sectors of the media?
Background reading:
Doyle, Gillian (2002), Understanding Media Economics, Sage Publications: Chap 7.
Obligatory readings:
Piet Bakker (2002), ‘Free Daily Newspapers – Business Models and Strategies’, International Journal on Media Management, 4 (3), 180-87
Hafstrand, H (1995), ‘Consumer Magazines in Transition: A study of approaches to internationalisation’, H. Hafstrand, Journal of Media Economics, 8 (1): 1-12.
Picard, Robert (2002), The Economics and Financing of Media Companies, Chap 7 on ’Competition in Media Markets’, 139-153.
McKay, Jenny (ed) (2000/2004/2006), The Magazines Handbook, Routledge, (Chs 15,16).
Recommended readings:
Doyle, G. (2006) ‘Managing global expansion of media products and brands: A case study of FHM’, International Journal on Media Management, 8(3): 105-115, September.