Synopses & Reviews
* The first book to provide an in-depth analysis of 20 of the world's most famous media brands * Written in a crisp, journalistic style, stuffed with facts, yet an entertaining read * First-hand interviews capture the verve and dynamism of the key players behind the brands * Of interest to media, marketing, branding and advertising professionals; students of media studies, journalism, communications and marketing "The most insightful and comprehensive analysis of our international business ever." --Rob Hooper, Director, International Communications, MTV International Networks 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, revealing 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. The book is divided into four sections, covering: Broadcasters: The BBC * CNN * MTV Newspapers: The Times * The Financial Times * The Wall Street Journal * The International Herald Tribune * The New York Times * El Pais *.Die Zeit * Corriere Della Sera * Liberation Magazines: Vogue * National Geographic * Playboy * Paris Match * The Economist * Time PressAgencies: Reuters * Bloomberg
Review
""Tungate's background as a journalist and authority on advertising, both domestic and global, is apparent in this work, which offers a comprehensive look at the branding and marketing of major media properties both inside and outside the US. The author apparently gained access to a vast array of executives within each of the 20 media organizations he profiles, and he presents his material in a style that is easy to read, process, and understand. The book provides a brief historical context, vivid descriptions of the environment in which the organizations function, and a handy summary box highlighting key facts about each network, publication, or information provider. Informative and even eye-opening for those who want to know more about the media outlets people consume on a daily basis, this timely, well-researched book could easily be incorporated into the curricula of introductory-level communication courses, particularly those that deal with media structures, global marketing, media literacy, and the media's role in society. The book should retain its value despite the ever-changing nature of the media business. Summing Up: Highly recommended. Lower-/upper-division undergraduates and general readers in particular.""--E. T. Arke, Messiah College for CHOICE
Synopsis
* The first book to provide an in-depth analysis of 20 of the world's most famous media brands
About the Author
Mark Tungate is a journalist specializing in marketing, media, and communication. He is the author of the books Adland, Fashion Brands, Branded Beauty and Branded Male. As a journalist, Mark has written for publications such as The Times, The Telegraph, and The Independent. He has a weekly column in the French media magazine Stratégies and writes about marketing, fashion and design for the website Stylus.com. Alongside his writing, he teaches at Parsons Paris School of Art and Design.