This book is a practical guide to every aspect of managing media businesses. Written by a team of experts and illustrated with interviews from leading industry players, it addresses the unprecedented change and uncertainty facing the industry.
Do newspapers, magazines or books have a future? Will terrestrial television or cable services exist as meaningful players in five years' time? Is there a way to make multiple consumption platforms work together in a way that extracts the revenue needed to support the creation and development of quality content? While more and more content is being published, fewer and fewer businesses are finding a way to do so profitably and sustainably.
Your answers to these questions that vex your media or entertainment business will depend on your frame - a frame based on experience gained in days that were less uncertain, less fluid and much, much simpler. Those frames need to be broken if you are to survive in times of such rapid change.
This book is based on IESE's Advanced Management Program in Media & Entertainment, which IESE Business School has been running in New York and Los Angeles since 2011. It combines contributions from leading professors and practitioners, as well as real-life case studies, to establish a base upon which you can start to build the set of managerial tools that you will need to manage fast-changing media and entertainment businesses.
Mike Rosenberg is an assistant professor of Strategic Management at IESE where he teaches on issues related to strategy, globalization and sustainability. He is the academic director for the Advanced Management Program in Media & Entertainment at IESE's New York Center. Philip Seager is editor of IESE Insight, the quarterly management review of IESE Business School. He has worked in print and online media in the United States, Taiwan, Turkey, the United Kingdom and Spain.
Chapter 1: The Big Picture: Four Trends That Change Everything * By Mike Rosenberg & Philip Seager Chapter 2: Strategy * By Mike Rosenberg & Adrian Caldart with Philip Seager Chapter 3: "Show Me The Money!" Getting Inside The Bottom Line * By Hillel Maximon with Philip Seager Chapter 4: Marketing In A New Media World * By Julian Villanueva with Philip Seager Chapter 5: Decisive Leadership * By Mike Rosenberg & Iris Firstenberg with Philip Seager Chapter 6: Decision Analysis * By Miguel A. Arino & Rafael De Santiago with Philip Seager Chapter 7: Operations Management * By Philip Moscoso with Philip Seager Chapter 8: The Digital Economy * By Sandra Sieber with Philip Seager Chapter 9: Tips For Managing Creative People Chapter 10: Corporate & Entrepreneurial Finance * By Ahmad Rahnema & Jan Simon with Philip Seager Chapter 11: Future Scenario Planning * By Mike Rosenberg with Philip Seager