Includes bibliographical references (pages 203-210) and index.

Chapter 1: Audience First Benefits State of the Audience The Business of Journalism Branding the News New Challenges The 4 C's Strategy Leadership Reports Theory in Practice Think and Do Executive Summary Chapter 2: Be The Brand Benefits The Importance of Brand The 4 C's Strategy: Choice Leadership Report - Douglas Clemensen Leadership Report - Marv Danielski The Rise of Targeted Media Brands Leadership Report - Ekaterina Walter Theory in Practice - Branding Theory Focus on the Future Executive Summary Think and Do Chapter 3: Audience Power Benefits State of the Medium The 4 C's Strategy: Control Leadership Report - Scott Libin Technology Advancement Theory in Practice - Social Construction of Technology Empowerment of Social Media Leadership Report - Jacques Natz Audience Measurement & Research Leadership Report - Pat McDonough Psychographics, Tribes, and Other Qualitative Measurements The Audience "Persona" Behavioral Sequence Modeling Focus on the Future Executive Summary Think and Do Chapter 4: Newspapers Benefits State of the Medium Leadership Report - Stan Tiner Innovation Needed The 4 C's Strategy: Change Leadership Report - Scott Coopwood Looking Back - Technology Challenge Leadership Report - Michael Rooney Theory in Practice - Contingency Theory Focus on the Future Executive Summary Think and Do Chapter 5: Magazines Benefits State of the Medium The 4 C's Strategy: Customers Leadership Report - David Carey New Revenue Streams Leadership Report - Donna Kessler Leadership Report - Steve Kotok Looking Back Theory in Practice - Leadership Theory Focus on the Future Executive Summary Think and Do Chapter 6: TV Benefits State of the Medium The 4 C's Strategy: Choice Leadership Report - Donna Reed Looking Back - Complacent Past Leadership Report - Leon Long Theory in Practice - Innovation Management Leadership Report - Steve Hammel Focus on the Future Executive Summary Think and Do Chapter 7: Online Benefits State of the Medium Leadership Report - Bill McCandless Leadership Report - Warren Webster The 4 C's Strategy: Change Leadership Report - Chip Mahaney Looking Back - Hindsight Is Easy Theory in Practice - Dual Transformation Focus on the Future Executive Summary Think and Do Chapter 8: Mobile Benefits State of the Medium The 4 C's Strategy: Control Looking Back - Mobile Moves Quickly Leadership Report - David Cohn Leadership Report - Bill Tallent Theory in Practice - New Product Development Focus on the Future Leadership Report - Dan Bradley Executive Summary Think and Do Chapter 9: From Consumer to Producer Benefits Social Media and the News The 4 C's Strategy: Customers Leadership Report - Katie Hawkins-Gaar Leadership Report - Judy M. Stone Content Curation Leadership Report - Lewis D'Vorkin Theory in Practice - Disruptive Innovation Focus on the Future Executive Summary Think and Do Chapter 10: Show Me the Money Benefits State of the Medium The 4 C's Strategy: Change Media Revenue Models Leadership Report - Gary Randazzo Leadership Report - Wayne Freedman Content Marketing Event Marketing Amazon.com: A Digital Exclusive Distribution System Impact of Regulation on Future Business Models Leadership Report - Mark Prak Theory in Practice - Revenue Management Executive Summary Think and Do Chapter 11: Road Map for the Future Benefits State of the Medium The Power of Choice The Power of Connectivity Understanding the Media Consumer Leadership Report - John Lavine Mission Critical: Brand Leadership Report - Gordon Borrell Role of the Consumer Journalist Role of the Journalism Entrepreneur Media Start-ups Leadership Report - Terry Mackin Big Data Content Competition News Media Manager Skill Set Journalism Rules The Trusted Source Executive Summary Think and Do

Offers students practical solutions on how to cope with and adapt to the evolving media landscape. This book includes real-world case studies, important theoretical grounding, and a focus on understanding rather than resisting the customer's desire for choice.