From the viewpoint of newspaper organizations the main competitive media has shrunk to only one, the internet. But the effect of this innovation has been devastating in capturing the vast majority of the advertising revenues on which newspapers have depended. The larger the internet-based media...

Contents: Preface -- 1. Media economics research: a history of the field / Alan B. Albarran -- 2. Advancing media economics research through theory / Marianne Barrett and Chun Shao -- 3. Research traditions in media economics / Amy Jo Coffey -- 4. Global digital networks and global media...

Provides a practical introduction to the media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this edition incorporates three topics - consolidation, consumer control,...

"The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes...