ELECTRONIC MEDIA MANAGEMENT - Ayo Menulis FISIP UAJY

Preface
Every generation probably would claim that it lived in changing times. What
distinguishes this generation is the pace of change. The rapidity with which
advances occur quickly renders obsolete traditional methods of doing things.
With their reliance on technology, the media—especially electronic
media—are particularly susceptible to change. Proof lies in the confused reactions
of many executives to the results of Roper’s latest quinquennial Media
Comparison Study. One of its findings is that television viewing has increased
since 2000. But that conclusion may suggest more about consumers’ video
consumption than about the television medium in an age of mushrooming
growth in the number and variety of video distribution methods.
Confusion about the transformation we are witnessing is not limited to TV
executives. Decision makers in all media face the task of trying to identify
trends and understand their possible implications so that they may take
actions deemed appropriate at the time. In the pages that follow, the authors
have attempted to prepare prospective managers to handle the complexities
that characterize today’s electronic media environment.
The organization of the book remains unchanged from the fourth edition.
However, all chapters have been updated. New case studies reflecting contemporary
challenges accompany each. Similarly, the glossary and the bibliography
include the language and the literature of this new era.
The authors have been assisted in their efforts by reviewers and users of the
fourth edition, to whom they offer thanks.
They are also appreciative of the support they have received from the staff
at Focal Press. And they are especially indebted to their editor, Amy
Jollymore. Her insights, guidance, and suggestions have made the writing of
this edition instructive and rewarding.
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