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Media Monoliths How Great Media Brands Thrive and Survive

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ISBN-10: 0749441089

ISBN-13: 9780749441081

Edition: 2004

Authors: Mark Tungate

List price: $39.95
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Description:

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.
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Book details

List price: $39.95
Copyright year: 2004
Publisher: Kogan Page, Limited
Publication date: 7/1/2004
Binding: Hardcover
Pages: 176
Size: 6.25" wide x 9.25" long x 0.75" tall
Weight: 1.386
Language: English

Mark Tungate is the author of the bestselling Fashion Brands, as well as Adland A Global History of Advertising, Branded Male, and Media Monoliths. His latest book is Luxury World The Past, Present and Future of Luxury Brands. Tungate is a journalist specializing in branding and communication. Based in Paris, he has a weekly column in the French media magazine Strat�gies, and writes regularly about advertising, style and popular culture for the trends intelligence service WGSN. His work has appeared in The Times, The Independent and The Telegraph newspapers. He is also the co-author of The Epica Book, an annual review of the best European advertising. In addition, Mark teaches courses about branding and advertising at Parsons Paris School of Design. He has addressed conferences around the world and has been on the juries of several advertising competitions.

Acknowledgements
Introduction
The Broadcasters
CNN International
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
BBC World
But first, some history
The 'Beeb' takes shape
TV comes of age
Building on brand equity
A benign influence
Global tactics
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
The Newspapers
The Times
Times past
Changing times
What's important
The Burberry of newspapers
Future times
Financial Times
A tale of two papers
The FT as a single brand
Business and beyond
Painting the map pink
How to brand it
The Wall Street Journal
Dow, Jones and Bergstresser
The franchise theory
Marketing with dignity
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
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
El Pais
A political birth
Cutting out the clutter
How to sell a news story
Progress means survival
The search for identity
Die Zeit
Out of the ruins
Driven by desire
Seducing subscribers
Promotions of distinction
Readers under scrutiny
Corriere della Sera
Editor and brand-builder
History versus youth
A newspaper of two souls
Marketing makes the news
Extending an icon
Liberation
Iron in the soul
A French problem
Rise of the 'BOBOS'
Branding on a budget
The Magazines
Time
Mr Luce and Mr Hadden
A difficult debut
The march of time
An American icon
A conversation with readers
Selective distribution
National Geographic
A mysterious gathering
Not just black and white
Exploring opportunities
The magazine today
Playboy
Hefner, Marilyn, and that rabbit
Playboy versus the Puritans
Down--but not out
A new generation
Playboy at 50
Hef's vision
Paris Match
Match ignites
Fanning the flame
Television in print
The Economist
The hat-maker's legacy
Accessible elitism
Seeing red
One step ahead
A colourful future
Proof in the numbers
Vogue
The boy from St. Louis
Template for an editor
Conde descends
Refashioning Vogue
Global glamour
A brand that sells itself
The Information Providers
Retuers
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
Bloomberg
Terminal velocity
Out of the box
Flouting convention
Bloomberg sans Bloomberg
Conclusion: how to build a media monolith
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
References
Index