Dedication
List of Tables
List of Figures
Foreword
Acknowledgments: Change: Technology, Economic Implications, and
Consumer Behaviors
1: New Media: New Technology, New Ideas or New Headaches
2: Media Management: The Changing Media Industry and
Adaptability
3: DVRs and the Empowered Audience: A Transformative New Media
Technology Takes Off
4: The Obstinate Audience Revisited: The Decline of Network
Advertising
5: Going Viral: Mass Media Meets Innovation
6: The First Domino: The Recorded Music Industry and New
Technology
7: Changes and Challenges in the Print Industry: The New Landscape
of the Print Media
8: Challenges and Opportunities, New Models and the Emergence of
the Next Newsroom
9: Broadcast and Cable on the Third Screen: Moving Television
Content to Mobile Devices
10: How to Reach the Masses: Broadcasters' Uses of the Internet and
Cell Phones
11: Making Money with Mobile
12: Cinema in the Age of RWX Culture
13: Local Market Radio: Programming and Operations in a New Media
World
About the Editor
About the Contributors
Bibliography
Index
John Allen Hendricks is the director of the division of communication and contemporary culture and professor of communication at Stephen F. Austin State University.
The 21st Century Media Industry is well worth reading not only for
its broad scope, but for the timeliness of the chapters. Readers of
this book will come away with a clear conceptual map of the
changing media landscape as well as a detailed understanding of the
challenges of the years ahead in forging a new business model, or
set of business models, for media operating in the digital age.
*John V. Pavlik, Rutgers University*
Predicting the future of the media industry at this juncture may
sound audacious, yet this volume does so, and the future it
presents is auspicious. The 13 chapters—all by US academicians and
media scholars with impressive credentials—address possible
approaches to media management, new technologies and innovations,
and the implications of various media: recorded music, print,
journalism, cable and broadcasting (including radio), cinema, the
Internet, mobile telephones. Media have saturated modern society
for the past 50 years. The opening essay, coauthored by Hendricks
(Stephen F. Austin State Univ.) and Susan Smith, notes that "the
latter half of the twentieth century saw an explosion in the
communication industry [with] personal computers, satellites, cable
television, cell phones, digital and high definition television,
DVDs and the World Wide Web." But, the essay goes on to observe,
the change is not in the media per se but rather in the "delivery
systems." That the book does not offer an exact definition of the
term "new media" is only right, given that in the 1450s the
printing press was a "new medium." Summing Up: Highly recommended.
Upper-division undergraduates through faculty.
*CHOICE*
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