Writer
by Paperback The Beatles
Paperback writer
Dear sir or madam, will you read my book?
It took me years to write, will you take a
look?
Based on a novel by a man named Lear
And I need a job, so I want to be a
paperback writer,
Paperback writer.
Its a thousand pages, give or take a few,
Ill be writing more in a week or two.
I can make it longer if you like the style,
I can change it round and I want to be a
paperback writer,
Paperback writer.
Its the dirty story of a dirty man
And his clinging wife doesnt understand.
His son is working for the daily mail,
Its a steady job but he wants to be a
paperback writer,
Paperback writer.
If you really like it you can have the rights,
It could make a million for you overnight.
If you must return it, you can send it here
But I need a break and I want to be a
paperback writer,
Paperback writer.
Paperback writer
Paperback writer - paperback writer
Paperback writer - paperback writer
Paperback writer
Characteristics of
Mass Media
Characteristics of Mass Media
Recent phenomena
About mass production and distribution of
symbols
Technology dependent
Driven by business and artistic applications
High division of labor
Industry structure helps determine content
Tendency toward monopoly
Distribution is the chokepoint, or
distribution rules
Linked with power (can be dangerous)
Luther
Luther
the Wittenberg Door
Power and Communication
Power and communication are linked
Exercising power requires communication
New communication channels allow/enable
shifts in power
Protestant Reformation
Martin Luther not the first to protest
Protesters printed sermons, the Bible (in
German), and hymnbooks
Printing press allowed the protest to spread
rapidly and ultimately to be successful
New religious organizations were able to
succeed (exercise power) because they had
access to alternate channels of communication
Media Economics
First copy cost
Fixed cost
Book publishing
Fixed cost
Writer, editor, layout, Marginal design
cost
Cost for printing each additional book
Network television
Fixed cost
Program production cost
Marginal cost
Cost of transmitting program over network and affiliate
stations
Further Cost Savings
Law of supply and demand
Relationship between supply of product, price and consumer
demand
In the presence of competition
Cost savings from economy of scale will lower prices
Lower prices will produce greater consumer demand
Demand will lead to improvements in production
Giving further economy of scale
Consumer savings due to economies of scale and law of
supply and demand
Personal computers
Color television
CD players
Profit Motive
In the United States private ownership is the
norm
Motivation for owners is profit
Funds left over after paying expenses
Media content is determined by profit
Media is dominated by the profit motive
Media must turn a profit
Pay capital cost to investors
Pressure for profit in media companies is great
Compromises public service obligation
Market Segments
Traditional media
Largest possible audience
Programs with the broadest appeal
In the 70s network controlled 90% of the audience
Inexpensive way for advertisers to reach mass market
Change to targeting a smaller, more specific
audience
Narrowcast
Target media to specific audience segment
Today networks no longer dominate the airways
Quality audience
Attract young people
Magazines publish regional and reader based issues
New Media Economics
New technology cut first copy cost
Desktop publishing, desktop video
Lower entry cost
Lower barrier to entry
Web companies require less investment
Investors money spent on promotion
Personalized messages
Web pages store information about users on the users computer
Cookies
Previous purchases and prefaces
Marginal cost is virtually zero
It costs almost nothing to send a web page to an additional
viewer
Jump 5, making of the
Jump making
Beauty and the Beast music video
Beauty