Understanding Media Economics
- Gillian Doyle - University of Glasgow, UK
- Lucy Küng, Oxford University and Jonkoping University
"A wide-ranging, accessible introduction to media economics and their application to a broad range of media topics from advertising and business models to copyright, audience demand and public policy."
- Chris Bilton, University of Warwick
"An excellent textbook on media economics, which takes into account the full complexity of the subject matter in the context of structural, technological and creative transformations that characterise digital media."
- Milan Todorovic, London Metropolitan University
With the rapidly evolving digital media landscape, this second and completely revised edition of Understanding Media Economics moves beyond a sector-specific approach to media analysis, and instead focuses on the issues and imperatives that are now central to how economic forces impact on the media industries.
Exploring themes such as innovation, digital multi-platform developments, the emerging importance of networks, branding and segmentation of market demand, strategies of risk-spreading, maximizing value within content, intermediation and rights management, corporate expansion and advertising, this book addresses and explains the key pressing questions and issues that are transforming contemporary media industries and markets.
Gillian Doyle makes the economics of the media fascinating, compelling and easy to understand. This is essential reading for students of media economics, media management, media policy and courses across the cultural and creative industries.
This is an excellent textbook on media economics, which takes into account the full complexity of the subject matter in the context of structural, technological and creative transformations that characterise digital media at the start of the twenty-first century.
Milan Todorovic
London Metropolitan University
Gillian Doyle's book provides a wide-ranging, accessible introduction to media economics and their application to a broad range of media topics from advertising and business models to copyright, audience demand and public policy. Whilst critical of the certainties and simplifications of economists, Doyle delivers not only a lucid overview of economic concepts like merit goods, deficit financing and economies of scope, but shows how these continue to be relevant and useful for understanding how media work. The book is alert to the disruptive effects of technology, but highlights the continuities between old and new media, and between economic certainties and media complexity. Some of the chapters could work as self-contained extracts for a seminar or specialist module (each chapter helpfully includes a list of learning outcomes), but the book perhaps works better as a single narrative, with recurrent themes and motifs. What's refreshing about the book is Doyle's willingness to move beyond the boundaries of media economics and forge connections with a diversity of topics, policies, practices and debates. The book is generous with its expertise, covering the basics for a non-specialist and providing up to date insights from current research for more advanced readers, intercut with interviews and examples from the industry. Throughout the book Doyle's experience as a teacher shines through, a reminder that the virtues of good teaching - clear structure, avoiding jargon, questioning received wisdom and providing the resources for readers to form their own opinions rather than expounding one's own - can also inspire good research.
Chris Bilton
Centre for Cultural Policy Studies, University of Warwick
In this accessible and thoroughly up-to-date book, Gillian Doyle expertly synthesizes economic theory and contemporary cases to both explain the structure of the contemporary media industry and shed insight on the significant challenges and controversies confronting the sector. A hugely valuable resource.
Lucy Küng
Reuters Institute for the Study of Journalism, Oxford University, and Jonkoping University, Sweden
This second edition of Understanding Media Economics is a welcome overhaul that gets to the heart of the issues and challenges in today’s media industry. It is more applicable beyond the classroom than the previous version and should be on the reading lists, not just of students in media economics course, but also of many in Westminster, Brussels and Strasbourg.
A much needed and highly welcome update of this key text.
Still the best introduction to the economics of media industries
This is second edition is still the standard text on media economics as well as the best introduction to the economics of the media industries
May be adopted if course changes are effected to incorporate more on the business of journalism.
The first edition of this work has proven extremely useful for students in understanding how the media operate as businesses. This edition will prove to be as useful and popular for students and lecturers alike, due to its clarity and accessibility in an area that, for some students, is difficult for them to engage with, yet it is an extremely important area for anyone embarking on a career in the media.
Doyle's book provides an excellent introduction into the field of media economics for non-economics students, as it resonates well with scholarly debates in other disciplines, such as cultural policy and media studies.
This is a valuable book for all those studying media economics. Not only does it furnish a picture of current media industries but it also discusses changes in both advertising and media sectors. I will be recommending it to my MA students.
In looking at the broader picture of economics that underpin an industry that has always concerned with producing products, Doyle examines the models that form its bedrock and how it continues to adapt to continual change.
Sample Materials & Chapters
Understanding Media Economics: Introduction
Understanding Media Economics: Convergence and Multi-platform
