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In an increasingly cluttered media landscape, an elite group of brands stands out: newspapers, magazines and broadcasters with longevity, power, and instant brand recognition. Over decades “ and often centuries “ they have consolidated their positions against fierce competition, the rise and fall of the global economy and the emergence of the Internet.
How have they succeeded? What marketing strategies have enabled them to thrive and survive in such a spectacular fashion? Can they maintain their seemingly impregnable status in the new century? Journalist and author Mark Tungate takes us behind the scenes to reveal what it takes to be a great media brand. For the first time, we are given a rare insight into this fascinating world, and its key movers and shakers.
Written in a crisp journalistic style, stuffed with facts, yet an entertaining read, Media Monoliths is the first book to provide an in-depth analysis of 20 of the world`s most famous media brands. Using history, anecdotes and exclusive interviews with senior management and editors, the author attempts to identify the magic formula that has enabled a handful of media giants to dominate the global media landscape.
Media Monoliths will appeal to anybody interested in successful brands, how they are marketed and the people behind them. For all those studying or working in the media, it should be compulsory reading.
Contents: Part I The Broadcasters: 1 CNN International 2 BBC World 3 MTV ¢ Part II The Newspapers: 4 The Times 5 Financial Times 6 The Wall Street Journal 7 International erald Tribune 8 The New York Times 9 El Pais 10 Die Zeit 11 Corriere Della Sera 12 Liberation ¢ Part II The Magazines: 13 Time 14 National Geographic 15 Playboy 16 Paris Match 17 The Economist 18 Vogue ¢ Part IV The Information Providers: 19 Reuters 20 Bloomberg ¢ References ¢ Index
About the Author : Mark Tungate is a journalist specializing in media and communication. Based in Paris, he has a weekly column in the French media magazine Strategies, and writes regularly for campaign and Advertising age. He covers travel and lifestyle for CNN Traveller and travel & Leisure. The co-author of the Epica Book, an annual review of the best European advertising, he has also contributed to the Superbrands series of publications. He has addressed conferences around the world and was recently a key speaker at a new creative advertising festival in Sarajevo.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749444037
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Pages : 280
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