This chapter discusses whether there is a need for a distinct form of “media management” and the various approaches to the study and the teaching of media management that have been employed. This book proceeds as a matrix of major management functions such as marketing, financing, human resource management, distribution, pricing and so on, applied to the several media industries.
The material was tested out at several universities, including the Annenberg School of Communication at the University of Pennsylvania, but in particular at Columbia University. At the Columbia Business School, many people contributed their talent and energy. I thank the School and Dean Glenn Hubbard for summer support, and the Columbia Institute of Tele-Information (CITI) for providing the environment and research structure. Two people, in particular, deserve special thanks. Jason Buckweitz, Executive Director of CITI, held this project together with an amazing combination of skills in research, management, technology and law. Many thanks also go to Corey Spencer, Assistant Director of CITI, for superb administration and assistance on numerous levels with a variety of tasks. I am grateful to both colleagues for their dedicated and outstanding contribution to this large project. They were assisted by teams of able young summer college interns and research associates. Several young professionals contributed during their stays at Columbia: John Lazcano, Aleksandra Kotlyar, Ana Bizberge, Boris Nicholson, Inho Lee and John Heywood.
The book, covering so much ground, draws from numerous sources and authors, and I am indebted to them. Over 1600 citations for sources have been used or referenced, but should we have inadvertently omitted giving adequate credit to a source or author, my apologies. Several authors have been particularly important and deserve special mention. They are Haig Nalbantian (for the chapter on Human Resource Management); Alexander Poltorak (Intellectual Assets); Matthew Stewart (Strategy); Thomas Nagle and his co-authors (Pricing); Edward Jay Epstein (Production, and more); and my professor of many years ago, Richard Caves.
Several outside experts have been helpful in reviewing parts of the manuscript and deserve great thanks. In addition to several anonymous referees, they are Harold Vogel (himself a noted author in this field), Scott MacDonald and Devin Brook.
At Palgrave Macmillan, I thank my editor, Shaun Vigil, Editor of Film, Cultural and Media Studies, for supporting this major project with trust, patience and good judgment. We also thank Glenn Ramirez and Tikoji Rao for their dedicated contribution to the editorial process.
The greatest thanks of all go to my beloved wife Nadine Strossen, champion of free speech and open media. She inspires me every day.