Media business models
Subtitle: breaking the traditional value chain
By: edited by Klaus Zilles and Joan Cuenca
Published: 2016
Language: eng
Number of pages: 269
ISBN-13: 9781433131790; 9781433131783
Subjects: Marketing; Social marketing; Social media
Description: The business models of traditional media are experiencing a profound crisis. One of the core issues of this crisis is the increasing breakdown of the value chain model - a model based on the numbers of readers, viewers, and users which the mass media can "sell" in exchange for advertising revenue. These formerly stable models of the media value chain are now in perpetual flux, requiring adaptation to the rapid changes in technology and the volatility of user preferences. Can media companies cope with these new circumstances and at the same time fulfill their traditional roles? This volume addresses this question, and others, to explore scenarios, phenomena, and developments which point to new configurations arising from new media business models, innovative ways in which media practitioners engage their audiences, intercontinental media phenomena, user-generated content, and the general disconnect between print and online media paradigms. Contributors point to a way out of the general bewilderment, providing answers to frequently asked questions, and ideas for new guidelines and solutions. -- from back cover.
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction / by Joan Cuenca and Klaus Zilles; title: US and European perspectives of the changing media value chainparadigm in social networks and blogs; title: The face and the ethics of social networks / by Monika Bogdanowska and Ewa Bogdanowska-Jakubowska; title: Mom 2.0 : mothering in the blogosphere / by Jennifer Raymond and Jodi Cohen; title: Virtual local public sphere : the role of new media in creating a contemporary local democracy / by Ilona Biernacka-Ligieza; title: Momentous challenges in uncharted territory : advertising and public relations; title: Effects of communication in public and media rationale : result measures of public relations / by Guillem Marca, Kathy Matilla, and Andréa Oliveira; title: Hot brands are cool : the temperature scale as a tool for branding in a digital society / by Patrícia Dias; title: The advertising offer in the new media landscape / by Juan Monserrat and Araceli Castelló; title: Media and the creation of brand value in signification advertising : the definition of a model and case studies: muji, moleskine, bench / by Felip Vidal; title: Engagement is the name of the game : gamification as a communication strategy in advertising and public relations / by Elisenda Estanyol, Mireia Montaña and Ferran Lalueza; title: Traditional television teams up with the social networks; title: Value changes in television audience : from the traditional audience to the social audience / by Ana González-Neira and Natalia Quintas-Froufe; title: Towards a history of media conjuncture : the daily show, audience and the "revolution" / by Boris Ruzic; title: Inter-continental corollaries of breaking the media value chain in journalism; title: The disruption of the portuguese media democracy? : economic crisis and media ownership / by Nelson Costa Ribeiro and Rita Figueiras; title: Africa in spanish newspapers : from indifference to irrelevance / by Luis Concepción Sepúlveda and Alfons Medina; title: Contributors.