When MBAs rule the newsroom : how the marketers and managers are reshaping today's media /
Underwood, Doug,
When MBAs rule the newsroom : how the marketers and managers are reshaping today's media / Doug Underwood. - xxv, 259 pages ; 24 cm
Includes bibliographical references (pages 237-241) and index.
Acknowledgments -- Introduction -- The Party Is Over - Where Are the Readers? -- The Marketers and Managers Move In -- Inside the Managed Newsroom -- The Historical Roots of the Marketing and Management Revolution -- Imitations of the Tube -- Managers and the Mind of the Computer -- The Think Tanks Spread the Word -- The Cult of Colorful Tidbits -- What Newspapers - and Newspaper Researchers - Don't Tell Us About Newspapers -- The "New" Daily Newspaper Newsroom - and What Our Research Tells Us About It -- How Much News Is News? -- Fear and the Future of Newspapers -- Fighting the Good Fight Within -- The Future of the Word -- Afterword -- Appendix of Tables -- Notes -- Selected Bibliography -- Index. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.
0231080492 9780231080491 0231080484 9780231080484
Newspapers--Marketing
Newspapers--Management
Newspaper publishing
PN4734 / .U63 1995
070.40688
When MBAs rule the newsroom : how the marketers and managers are reshaping today's media / Doug Underwood. - xxv, 259 pages ; 24 cm
Includes bibliographical references (pages 237-241) and index.
Acknowledgments -- Introduction -- The Party Is Over - Where Are the Readers? -- The Marketers and Managers Move In -- Inside the Managed Newsroom -- The Historical Roots of the Marketing and Management Revolution -- Imitations of the Tube -- Managers and the Mind of the Computer -- The Think Tanks Spread the Word -- The Cult of Colorful Tidbits -- What Newspapers - and Newspaper Researchers - Don't Tell Us About Newspapers -- The "New" Daily Newspaper Newsroom - and What Our Research Tells Us About It -- How Much News Is News? -- Fear and the Future of Newspapers -- Fighting the Good Fight Within -- The Future of the Word -- Afterword -- Appendix of Tables -- Notes -- Selected Bibliography -- Index. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.
0231080492 9780231080491 0231080484 9780231080484
Newspapers--Marketing
Newspapers--Management
Newspaper publishing
PN4734 / .U63 1995
070.40688