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LOOKING TO THE FUTURE OF MODERN MEDIA MANAGEMENT Changes | Challenges | Opportunities Published by Media XXI | Formalpress - Publicações e Marketing, Lda Collection Media XXI AUTHOR:
Christian Scholz | Uwe Eisenbeis (eds.)
PROOFREADING:
Rui Martinho
LAYOUT DESIGN AND PAGINATION: COVER ART: Telma
Karoline Niemczyk Leonor Ferreira | Formalpress
First published May, 2008
This book is copyright. All rights reserved. Material in this book may not be published, broadcasted, rewritten or redistributed in any form without the written permission of the Author and the Publisher.
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ISBN: 978-989-8143-07-5 Legal Deposit:
LOOKING TO THE FUTURE OF MODERN MEDIA MANAGEMENT Changes – Challenges – Opportunities IMMAA Report 2007/2008
Christian Scholz/Uwe Eisenbeis (eds.)
www.IMMAA.org
Publisher’s Note It’s a triple privilege for me to have the opportunity to collaborate on this book, in the sense that it permits my participation across three areas of activity and personal interest: i) as a researcher and teacher in the area of Media Economics, management and politics; ii) as publisher of a media magazine and various books in the area of media and the information society; and iii) as a participant from Day One in Chicago of the IMMAA movement that created this body of knowledge. One could assert that this book represents the most visible part of the evolution of IMMAA, which began its life in 2004 at the KELLOGG SCHOOL OF MANAGEMENT at NORTHWESTERN UNIVERSITY in Chicago under the aegis of John Lavine. In the first and second meetings of the IMMAA (which took place in 2004 and 2005 in Evanston/Chicago), the objective of moving this initiative forward was plainly visible. This book is the result of the fourth IMMAA meeting held in 2007 in Saarbrücken, Germany, after the meeting in San Francisco in 2006. I still remember that since the first meeting there has been a strong representation of European teachers and researchers, which reveals the importance that this scientific area has in Europe. At the fourth meeting in Saarbrücken (Germany) the growing interest of Europeans in the Media Economic and Management area as part of the social sciences was reinforced. In this sense, one may say that nowadays IMMAA is an international movement where some of the most important researchers in this area meet, as reflected by the high quality of this book’s contents. This book presents papers with diversified perspectives of Media Economic and Media Management. On one hand, it traverses themes regarding management practices of media and entertainment companies and on the other it also introduces articles reflecting relevant questions in regard to research and teaching in the area of Media Management and Economics. It can also be seen that diversification is not only present in the study of several subsectors (newspapers, television, publishing, internet, etc.) but also in the references to objective realities and trends of media activity in different countries, particularly in Europe. Themes related to competition and market, corporate management, new technologies impacting consumer behavior, venture capital, business modeling and the media value chain are focused on, amongst other issues. In this sense, it is valuable in analyzing the relationship between the media business and media academic practices. In addition to including the collaboration of renowned authors in these scientific areas, we are in the presence of a book with relevant contents, since it also includes recommendations regarding the future of Media Management and applied research. I believe that the articles’ quality and currency will enable this work to function as a reference manual in order to better understand theory and practice of the central issues related to management. Although in the U.S. there already exist a considerable number of books regarding Media Management and Media Economics, in Europe publication in this area remains sparse. As such, the challenge of sharing and disseminating knowledge in this scientific domain must be embraced.
The MEDIA XXI COLLECTION is thus proud and privileged to publish this book and in doing so making a modest contribution towards a larger objective. This also represents another step forward for MEDIA XXI as a specialized international publisher in the areas of media and entertainment. And we look forward to other challenges ahead. Lisbon, March 2008 Paulo Faustino
LOOKING TO THE FUTURE OF MODERN MEDIA MANAGEMENT Changes – Challenges – Opportunities IMMAA Report 2007/2008
Preface ...............................................................................................................................................7 A Media Management Challenge ............................................................................. 9 1. The Practitioner’s Perspective ........................................................................................ 11 John Holland 2. The Academic’s Perspective ........................................................................................... 17 Christian Scholz B Media Industry Analysis.......................................................................................23 3. Corporate Goals of Media Firms in Germany............................................................. 25 Uwe Eisenbeis 4. Media Management Developments in Scandinavia..................................................... 33 Erik Wilberg 5. RFID for Books in Japan ................................................................................................ 43 Claudio Huyskens/Claudia Loebbecke 6. Newspaper Investors in Europe .................................................................................... 47 Aldo van Weezel C Media Value Chain ...............................................................................................53 7. Moral Leadership and Creativity .................................................................................... 55 Francisco J. Pérez-Latre 8. Theory of Market Failure ................................................................................................ 59 Paul Murschetz 9. User-Generated Online Value Creation........................................................................ 65 Ute Schaedel 10. Vertical Integration........................................................................................................... 75 Marco Gambaro 11. Market Potential of Mobile Television.......................................................................... 81 Agnes Urban 12. Disappearing Boundaries................................................................................................. 87 Mary Alice Shaver/Dan Shaver 13. New Value Chain.............................................................................................................. 95 Steve Wildman
D Media Consumer Behavior................................................................................ 103 14. When More Might Be Less ........................................................................................... 105 Andrea Gröppel-Klein/Claas C. Germelmann 15. How Teens Use News Online...................................................................................... 111 Limor Peer 16. Translating Experience into Engagement................................................................... 115 Edward Malthouse/Bobby J. Calder 17. Media Consumers as Unseen Agents .......................................................................... 123 James G. Webster E Media Management Future ............................................................................... 127 18. Media Economics and Management? Theories and Applications .......................... 129 Paulo Faustino 19. Successful Strategic Management? A Proposed Framework ................................... 139 Christian Scholz 20. Management Theory? Implications for Sustainable Media Management.............. 149 Volker Stein 21. What Did We Learn? Today’s Chances ...................................................................... 153 John Holland 22. What’s Next for the Media Industry? The Challenges of Tomorrow .................... 157 John Lavine
Preface Elections have been decided by the media, Hollywood stars have been created and destroyed by the media, careers have been “supported” or undermined by the media, wars have been started (and some not yet ended) via the media. In addition it seems as if some CEOs think more about their appeal to the media then to their employees, while some politicians consider talk shows on Sunday (at least in Germany and in the U.S.) more important platforms than the federal parliament or congress. All this reveals, as trivial as it may seem, that we live in a largely media-driven society. At the same time we see all kinds of exciting futures for the media, ranging from television with combined internet-information over the mobile phone (as developed in Japan), increasing broadband-expansion (as in South Korea), the 100%-digital-TV-world (as in Austria), as well as global trends such as consumers as generators of content. Computer companies such as APPLE evolve into media companies and claim they have “saved” the music industry. Finally on the technology side, we see handheld devices which combine pictures, television (free-to-air), GPS-navigation, web, music and much more. Thus it’s becoming easier to appreciate that the media industry has become an increasingly fascinating sector for students, researchers and practitioners. During the past decade the media industry has come to be seen as one of the fastest growing and most powerful industries. There is a correspondingly growing need for professional and mediaspecific management tools to monitor its development. Created in response to the high level of interest in the media and engaged in the cuttingedge teaching of, and research into, Media Management and the international media business as well as focused on the idea of how to drive the debate forward, IMMAA (the INTERNATIONAL MEDIA MANAGEMENT ACADEMIC ASSOCIATION) brings together several dozen Media Management professors from all over the world and many other associates with a strong connection to the field. In 2004 it was John Lavine, the dean of the MEDILL SCHOOL OF JOURNALISM and former director of the MEDIA MANAGEMENT CENTER AT NORTHWESTERN UNIVERSITY, Chicago/IL, who founded the IMMAA (formerly known as IMMAF: INTERNATIONAL MEDIA MANAGEMENT ACADEMIC FORUM). The steering committee, which is responsible for the strategic direction of the research group, is represented by John Lavine (USA), Eli Noam (USA), Robert Picard (Sweden), Mary Alice Shaver (USA), Christian Scholz (Germany), Erik Wilberg (Norway) and Steve Wildman (USA). In 2004 and 2005 the group held conferences in Chicago at the KELLOGG SCHOOL OF MANAGEMENT. In 2006 two short meetings took place in Beijing at the WORLD MEDIA ECONOMICS CONFERENCE and in San Francisco during the AEJMC (ASSOCIATION FOR EDUCATION IN JOURNALISM AND MASS COMMUNICATION). 2007 the conference moved to Saarbrücken, Germany. It focused on (1) strategies and corporate goals in the media industry, (2) aspects of the “new” media value chain, (3) the interest and behavior of its consumers, (4) Media Management theory as a common basis, (5) new technologies as enablers and as driving forces. An online survey, filled out by 157 media experts from eleven countries, serves as a basis for discussion at the IMMAA 2007 conference and will also lead through this conference publication.
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Preface
Based on the desire to provide professional and actionable knowledge to media managers as well as specific teaching concepts for Media Management teachers and students alike, the discussions and results of the Saarbrücken meeting, we compiled the results in the IMMAA Report 2007/2008 with two perspectives: that of the media’s researchers (theory) as well as that of its workforce (practice) – both with a strong management focus. We would like to extend special thanks to the SAARLAND MINISTRY OF ECONOMICS AND SCIENCE, SAARLÄNDISCHER RUNDFUNK and the SPARKASSENVERBAND SAAR for their sponsorship and support of the IMMAA 2007 conference, and further appreciation to the MEDIA XXI PUBLISHING AND RESEARCH GROUP. Last but certainly not least we would like to thank those who participated in IMMAA 2007 and all the authors whose combined hard work and outstanding effort make up this report, and our colleague John Holland, who lent us considerable time and experience to the task of compiling and editing all the entries. Saarbrücken, January 2008 Christian Scholz
Uwe Eisenbeis