Where does the key decision making on media

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Where does the key decision making on media management lie? It basically lies at the crossroads of a series of elements, the spot where the paths of both elements meet—between ideas and commerce, between individuals’ intelligence and creativity and financial resources invested by the firms and organizations, between meeting specific individuals or audiences’ wishes and dealing with citizens’ needs. Media economics research has dealt with that confluence of interests, on the grounds that it constitutes the specificity focus of the sector. In view of this fact, there has been serious concern for a number of aspects, among others, the impact that market structures have on the variety of offers, the effects of regulation and state intervention, and the analysis of different ownership structures. Perhaps, it’s time for media management research, and more specifically content management, to take its peculiar nature more seriously and consider it essential. Even though a media product is far more than an intangible content, in reality that is what it is. Neither must we overlook the fact that the emergence of that content is thanks to individuals or teams who struggled to come up with the idea and then gave it a specific format. Likewise, an audience is much more than concrete individuals, although deep down it is a collection of individuals. It is on this basis, that we have attempted to look into media product management of those original aspects, the ones in which people and ideas generate all other processes. Ongoing serious thought and work needs to be carried out on media product management in a bid to comprehend these aspects even
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198 RECA further from multidisciplinary angles. In the last decade, that is precisely what some of the most productive research approaches on media management (managing copyright issues, creative contracts, content and brand leverage, personalizing media and products, etc.) has accomplished. REFERENCES Adler, M. (1985). Stardom and talent. American Economic Review, 75 (1), 208–212. Aigrain, P. (1997). Attention, media, value and economics. First Monday, 2 (9). Retrieved February 10, 2004 from 9/index.html Albarran, A. B., & Arrese, A. (2003). Time and media markets . Mahwah, NJ: Lawrence Erlbaum Associates. Albert, S. (1998). Movie stars and the distribution of financially successful films in the motion picture industry. Journal of Cultural Economics, 22 , 249–270. Anderson,S.,&Coate,S.(2000).Marketprovisionofpublicgoods:Thecaseofbroadcasting.(NBERWorking Paper No. 7513). Cambridge, MA: National Bureau of Economic Research. Argentesi, E. (2003, October). Non-price competition in the Italian newspaper market. Bundling as a promotional device . Paper presented at the 2nd Workshop on Media Economics. How do media markets work?, NorwegianSchoolofEconomicsandBusinessAdministration(NHH)/InstituteforResearchinEconomics and Business Administration (SNF), Bergen, Norway. Retrieved January 20, 2004 from MediaEcon/pdf/ Argentesi.pdf Arrese, A., & Medina, M. (2002). Competition between new and old media in economic and financial news markets. In R. G. Picard (Ed.),
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