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Synopsis
Understanding Media Economics provides a clear, precise introduction to the key economic concepts and issues affecting the media.
The book: explains the fundamental concepts relevant to the study of media economics; considers the key industrial questions facing the media industries today; relates economic theory to business practice; covers a wide range of media activity - advertising, television, film, print media, and new media; and looks at the impact of economics on public policy.
Booknews
Doyle introduces some of the main economic concepts and issuing affecting the media, writing for readers with no previous background in economics who want to acquire the tools need to understand some of the economic features and industrial questions surrounding media firms and markets. He first surveys fundamental concepts, then illustrates them in discussions of particular sectors of media activity, such as television broadcasting, print media publishing, and new media. Annotation c. Book News, Inc., Portland, OR (booknews.com)