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.
Understanding Media Economics offers a stimulating perspective on the contemporary media environment. This book will be an essential purchase for all students of the media and mass communication.
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