Books -- Media Economics: Theory and Practice Edited by Alison Alexander, James Owers and Rod Carveth

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Alexander, Alison; James Owers and Rod Carueth, eds. (1993). Media Economics: Theory and Practice. Hillsdale, N.J.: Lawrence Erlbaum Associates, Publishers. 391 pp. Paperback, $39.95. Hardback, $79.95.

Media Economics is an introductory text that could be used as a supplement in several courses, but perhaps not as a primary text in many. The book has 15 chapters and is divided into two parts. The first is a broad look at media economics, and covers seven chapters. The second part is more specific to industries, covering newspapers, the publishing industry--although not specifically book publishing--television, cable, movies, syndication, advertising, and a final chapter on "The Global Integration of the Media Industries."

The book could be used as a primary text in a course on media economics, for schools that teach such a specific course, but I don't think the book touches enough bases to be a primary text for a broad-based media management course.

It would be a valuable supplement in a "Mass Media and Society" course, and could be used if departments taught more specific courses, such as broadcast management or newspaper management, although there probably would be chapters an instructor for a broadcast management course would not use because they are too specific to print media, and the same would be true for chapters pertaining to broadcast if the course was newspaper management.

The major strength of the book is its breadth in relation to media economics, but the topic of the book and its $39. …


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