* Devised by a practising media manager * Contributing authors are experienced media practitioners and lecturers on undergraduate and post-graduate programmes * Addresses all essential issues of managing mediaA useful reference for any media manager in print or screen-based media Managing the Media is for the practicing media manager working in the screen-based media industry. It amalgamates cultural theories, film and television analysis, management theories and media practice into a comprehensive text to provide a body of knowledge in one volume for the media manager. The convergence of the various media into some form of computer-based system often termed 'multimedia' or 'new media' requires a new set of management skills to be applied across all media. Managing the Media addresses many of the issues that arise due to 'cross-media' management and print-based managers will find this a particularly useful guide to new media. With the huge changes in, and the fragmentation of the media industry, opportunities to learn by working with a mentor or a more senior manager have diminished. This text offers a tool kit for the emerging media manager. It addresses some of the pitfalls and concerns that many experienced practitioners have come across, with advice on how to avoid them for the newcomer. Each chapter opens with a summary, followed by an interview with the author of that chapter, learning objectives and key issues, ending with a conclusion, further recommended reading and matters for discussion. Clear, non-technical language is used throughout, and jargon is avoided. The book is divided into four sections: Part 1 The Media Environment looks at the history, culture and context within which the media manager operates. Part 2 Management theories and their applications to the media industry, Part 3 Media management in practice – some case studies for discussion and evaluation, Part 4 Media Management in Action.