Media monoliths : how great media brands thrive and survive

著者

    • Tungate, Mark

書誌事項

Media monoliths : how great media brands thrive and survive

Mark Tungate

Kogan Page, 2004

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注記

Includes bibliographical references (p. [250]-251) and index

内容説明・目次

内容説明

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.

目次

  • Part 1 The broadcasters 1 CNN Turner's vision
  • The CNN effect
  • International versus American
  • Adding local flavour
  • Branding on the air
  • The challenge of multimedia
  • Enough -- but not too much 2 BBC World But first, some history
  • The 'Beeb' takes shape
  • TV comes of age
  • Building on brand equity
  • A benign influence
  • Global tactics 3 MTV Getting ready to rock
  • 'I want my MTV'
  • First Europe, then the world
  • Ozzy and company
  • New frontiers
  • The flipside of profit
  • A cultural phenomenon Part 2 The newspapers 4 The Times Times past
  • Changing times
  • What's important
  • The Burberry of newspapers
  • Future times 5 Financial Times A tale of two papers
  • The FT as a single brand
  • Business and beyond
  • Painting the map pink
  • How to brand it 6 The Wall Street Journal Dow, Jones and Bergstresser
  • The franchise theory
  • Marketing with dignity 7 International Herald Tribune Rogue and visionary
  • A paper for cosmopolitans
  • From peak to trough
  • The changing brand
  • International at last
  • Promotion through partnership
  • A three-letter brand
  • The IHT today and tomorrow 8 The New York Times All the news that's fit to print
  • The family firm
  • An image under pressure
  • The spirit of The New York Times
  • First we'll take Manhattan...
  • Strength from inside 9 El Pais A political birth
  • Cutting out the clutter
  • How to sell a news story
  • Progress means survival
  • The search for identity 10 Die Zeit Out of the ruins
  • Driven by desire
  • Seducing subscribers
  • Promotions of distinction
  • Readers under scrutiny 11 Corriere Della Sera Editor and brand-builder
  • History versus youth
  • A newspaper of two souls
  • Marketing makes the news
  • Extending an icon 12 Liberation Iron in the soul
  • A French problem
  • Rise of the 'BOBOS'
  • Branding on a budget Part 3 The magazines 13 Time Mr Luce and Mr Hadden
  • A difficult debut
  • The march of time
  • An American icon
  • A conversation with readers
  • Selective distribution
  • The brand in brief 14 National Geographic A mysterious gathering
  • Not just black and white
  • Exploring opportunities
  • The magazine today
  • The brand in brief 15 Playboy Hefner, Marilyn, and that rabbit
  • Playboy versus the Puritans
  • Down -- but not out
  • A new generation
  • Playboy at 50
  • Hef's vision 16 Paris Match Match ignites
  • Fanning the flame
  • Television in print 17 The Economist The hat-maker's legacy
  • Accessible elitism
  • Seeing red
  • One step ahead
  • A colourful future
  • Proof in the numbers 18 Vogue The boy from St. Louis
  • Template for an editor
  • Conde descends
  • Refashioning Vogue
  • Global glamour
  • A brand that sells itself Part 4 The information providers 19 Reuters The man behind the brand
  • Famous for facts and figures
  • The value of confidence
  • News as marketing tool
  • A legend under pressure
  • The armour of heritage 20 Bloomberg Terminal velocity
  • Out of the box
  • Flouting convention
  • Bloomberg sans Bloomberg Conclusion Have a vision
  • Pick a target
  • Create a club
  • Go wide -- yet narrow
  • Be flexible -- and be quick about it
  • But maintain quality
  • Finally, stay relevant

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