Advertising Age - 09 May 2011 by Abbey Klaassen (Editor)

By Abbey Klaassen (Editor)

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Paper presented at the 6th World Media Economics Conference, Montreal, Canada. Chyi, H. , & Lasorsa, D. (1999). Access, use and preferences for online newspapers. Newspaper Research Journal, 20(4), 2–13. Chyi, H. , & Lasorsa, D. L. (2002). An explorative study on the market relation between online and print newspapers. The Journal of Media Economics, 15(2), 91–106. Chyi, H. , & Sylvie, G. (2001). The medium is global, the content is not: The role of geography in online newspaper markets. The Journal of Media Economics, 14(4), 231–248.

Quall, W. , & Martin, L. A. (1968). Broadcast management: Radio, television. New York: Hastings House. Rankin, W. P. (1986). The practice of newspaper management. New York: Praeger. Reinsch, J. L. (1948). Radio station management. New York: Harper. Reinsch, J. , & Ellis, E. I. (1960). ). New York: Harper. , & Chan-Olmsted, S. M. (2004). Radio business on the World Wide Web: Comparing the online content of streaming terrestrial and Internet-based radio stations in the United States. Journal of Radio Studies, 11(1), 6–25.

The evolving nature of the communication industries hinders the adoption of a universal theory of media management. The complex day-to-day challenges associated with managing a newspaper firm, radio or television station, a cable system, or a telecommunications facility makes identifying or suggesting a central theory challenging. Further, the variability of media firms in terms of the number of employees, market rankings, qualitative characteristics, globalization, and organizational culture requires individual analysis to discern what style of management will work best.

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