Media monoliths : how great media brands thrive and survive / Mark Tungate.

Format:

Book

Author/Creator:

Tungate, Mark, 1967-

Language:

English

Subjects (All):

Mass media--Economic aspects.

Mass media.

Brand name products.

Physical Description:

viii, 261 pages, 16 unnumbered pages of plates : color illustrations ; 24 cm

Place of Publication:

London ; Sterling, VA : Kogan Page, [2004]

Summary:

* The first book to provide an in-depth analysis of 20 of the world's most famous media brands

Contents:

Part 1 The Broadcasters 9

1 CNN International 11

Turner's vision 12

The CNN effect 14

International versus American 15

Adding local flavour 18

Branding on the air 19

The challenge of multimedia 21

Enough

but not too much 22

2 BBC World 24

But first, some history 25

The 'Beeb' takes shape 26

TV comes of age 27

Building on brand equity 29

A benign influence 33

Global tactics 35

3 MTV 38

Getting ready to rock 39

'I want my MTV' 41

First Europe, then the world 43

Ozzy and company 46

New frontiers 47

The flipside of profit 48

A cultural phenomenon 50

Part 2 The Newspapers 53

4 The Times 55

Times past 56

Changing times 59

What's important 60

The Burberry of newspapers 62

Future times 64

5 Financial Times 67

A tale of two papers 68

The FT as a single brand 70

Business and beyond 72

Painting the map pink 74

How to brand it 76

6 The Wall Street Journal 79

Dow, Jones and Bergstresser 80

The franchise theory 82

Marketing with dignity 86

7 International Herald Tribune 88

Rogue and visionary 89

A paper for cosmopolitans 91

From peak to trough 92

The changing brand 94

International at last 95

Promotion through partnership 96

A three-letter brand 97

The IHT today and tomorrow 99

8 The New York Times 102

All the news that's fit to print 103

The family firm 105

An image under pressure 106

The spirit of The New York Times 108

First we'll take Manhattan... 110

Strength from inside 112

9 El Pais 114

A political birth 115

Cutting out the clutter 117

How to sell a news story 118

Progress means survival 120

The search for identity 121

10 Die Zeit 123

Out of the ruins 124

Driven by desire 125

Seducing subscribers 127

Promotions of distinction 128

Readers under scrutiny 130

11 Corriere della Sera 132

Editor and brand-builder 133

History versus youth 135

A newspaper of two souls 137

Marketing makes the news 138

Extending an icon 139

12 Liberation 142

Iron in the soul 143

A French problem 145

Rise of the 'BOBOS' 146

Branding on a budget 147

Part 3 The Magazines 151

13 Time 153

Mr Luce and Mr Hadden 154

A difficult debut 155

The march of time 156

An American icon 158

A conversation with readers 159

Selective distribution 161

14 National Geographic 163

A mysterious gathering 164

Not just black and white 165

Exploring opportunities 166

The magazine today 169

15 Playboy 174

Hefner, Marilyn, and that rabbit 175

Playboy versus the Puritans 176

Down

but not out 178

A new generation 179

Playboy at 50 181

Hef's vision 183

16 Paris Match 185

Match ignites 186

Fanning the flame 187

Television in print 191

17 The Economist 194

The hat-maker's legacy 195

Accessible elitism 196

Seeing red 198

One step ahead 201

A colourful future 204

Proof in the numbers 205

18 Vogue 207

The boy from St. Louis 208

Template for an editor 209

Conde descends 210

Refashioning Vogue 212

Global glamour 214

A brand that sells itself 216

Part 4 The Information Providers 219

19 Retuers 221

The man behind the brand 222

Famous for facts and figures 223

The value of confidence 225

News as marketing tool 227

A legend under pressure 229

The armour of heritage 231

20 Bloomberg 233

Terminal velocity 234

Out of the box 235

Flouting convention 238

Bloomberg sans Bloomberg 240

Conclusion: how to build a media monolith 243

Have a vision 244

Pick a target 245

Create a club 245

Go wide

yet narrow 246

Be flexible

and be quick about it 247

But maintain quality 247

Finally, stay relevant 248.

Notes:

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

ISBN:

0749441089

OCLC:

54753502