The Media Business

The Media Business helps students successfully make the transition from academia into the media industry, particularly into careers in sales. The book introduces students to the business of media in all its formsprint, electronic, the Internet, and mobile. Readers will learn about prospective markets and audiences, the sales process, selling cross-platform, and calculating and closing the sale. The book closes with chapters on legal and ethical issues. Each chapter begins with a pre-test, which helps readers identify key concepts and focus their learning. Chapters also include practical exercises that provide opportunities to apply target skills and knowledge, and supplemental resources for additional study. Designed to review information from introductory courses, build on it, and show students how their knowledge can be put to use in the real world, The Media Business is written specifically for courses in media sales within a media curriculum, and can be used by broadcasting, journalism, and advertising departments.