Includes bibliographical references and index.

Contents: Managing in the electronic media: An overview of electronic media in society -- Radio -- Television -- Multichannel video: Cable and satellite -- Telecommunications industry -- Management in the electronic media -- Summary -- Case studies -- References for chapter 1 -- The media marketplace: Markets, mergers, alliances, and partnerships: Electronic media markets -- Market structure -- Forces affecting markets -- Alliances and partnerships -- Implications for management -- Summary -- Case studies -- References for chapter 2 -- Ethics of management: What is ethics? -- Ethical decision making in electronic media -- Norms used in moral decision making -- Ethical codes and mission statements -- Ethical issues in media management -- Implementing an ethics program -- Summary -- Case studies -- References of chapter 3 -- Theories of management: Management as a process -- Approaches to management -- Management and the electronic media -- Summary -- Case studies -- References for chapter 4 -- Financial management: What is financial management? -- Meeting financial goals -- Implementing financial growth -- Budgeting -- Monitoring financial performance -- Ratio analysis -- Break-even analysis -- Depreciation and amortization -- Reporting financial performance -- Summary -- Case studies -- References for chapter 5 -- Managing personnel: Personnel management -- Working with personnel -- Legal issues in personnel management -- Labor issues: Working with unions -- Structure, communication, and personnel -- Summary -- Case studies -- References for chapter 6 -- Audiences and audience research: Audience research and analysis -- Sources of audience research data -- Using audience data -- Market terminology -- A word regarding samples -- Rating accuracy -- Research application -- From mass media to personalized media -- Summary -- Case studies -- References for chapter 7 -- Programming: Strategy and distribution: The program director -- Radio programming -- Television programming -- Multichannel programming -- Management issues in programming -- Summary -- Case studies -- References for chapter 8 -- Marketing: The four Ps of marketing -- Personnel in electronic media marketing -- Marketing strategies -- Sales versus marketing -- The general sales manager -- Local advertising -- National advertising -- Promotion as a form of marketing -- Evaluating marketing efforts -- Summary -- Case studies -- References for chapter 9 -- News and news management: The Importance of news -- Organization of a news department -- Issues in news management -- Summary -- Case studies -- References for chapter 10 -- Regulatory influences and electronic media management: Regulatory influences: The Federal government -- Role of state and local law -- Role of the federal communications commission -- Other federal departments and agencies -- Informal regulatory forces -- Summary -- Case studies -- References for chapter 11 -- Electronic media management: The Role of public relations: The Importance of public relations -- Publics and electronic media institutions -- Maintaining an identity in the market -- Dealing with controversial public issues -- Summary -- Case studies -- References for chapter 12 -- Technology and electronic media management: Technology trends -- Media content -- Business models -- Management issues -- Summary -- Case studies -- References for chapter 13.