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Media Monoliths: How Great Media Brands Thrive and Survive

Media Monoliths: How Great Media Brands Thrive and Survive

by Mark Tungate (Author)

  • Used

    Hardcover 2004

    $5.90
Synopsis

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 to reveal 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. Written in a crisp journalistic style, stuffed with facts, yet an entertaining read, Media Monoliths is the first book to provide an in-depth analysis of 20 of the world's most famous media brands. Using history, anecdotes and exclusive interviews with senior management and editors, the author attempts to identify the magic formula that has enabled a handful of media giants to dominate the global media landscape. Media Monoliths will appeal to anybody interested in successful brands, how they are marketed and the people behind them. For all those studying or working in the media, it should be compulsory reading.

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More Information

Format: Hardcover
 Pages: 176
 Edition: 1
 Publisher: Kogan Page
Published: 18 Jun 2004
ISBN 10: 0749441089
ISBN 13: 9780749441081

Media Reviews
The most insightful and comprehensive analysis of MTV's international business published so far. - Bill Roedy, President, MTV International Networks Essential reading for anyone interested in how the most powerful media brands exert their influence. - Bill Muirhead, founding partner, M&C Saatchi This book will not only prove to be a handy reference tool for media and marketing students, it will also be a source of inspiration for practitioners themselves. Slickly written and with at least one arched eyebrow in operation at all times, Tungate's accessible work is a welcome addition to the marketing services literature. - Gidon Freeman, Executive Editor, PR Week How come nobody ever did this before? Media Monoliths is thoroughly researched and exceptionally readable, one of the best books about media I've come across in years. - Simon Anholt, Director of Placebrands and author of Brand New Justice - The Upside of Global Branding A well crafted analysis of how media brands achieve global greatness. Mark quickly gets under the skin of how businesses become truly great media brands. He presents deep industry knowledge in a highly accessible and enjoyable read. - Iain Ellwood, Director, Brand Strategy, Interbrand A lively perspective on some of the key media brands shaping the 21st century. - Richard Scullion, Senior Lecturer, Bournemouth Media School, UK A good read. -Marketing, Jan 2005 Explores the marketing strategies that have enabled brands like CNN, The Times, MTV and Vogue to thrive and survive. BrandRepublic.co.uk In a hit list of media's biggest names, Tungate navigates the histories and challenges facing 20 different groups including CNN, BBC, MTV, Playboy, Paris Match, Vogue, Reuters and Bloomberg. Brandchannel.com Informative and even eye-opening for those who want to know more about the media outlets people consume on a daily basis, this timely, well researched book could easily be incorporated into the curricula of introductory-level communication courses, particularly those that deal with media structures, global marketing, media literacy, and the media's role in society. Choice Magazine Examines how the most famous and successful media brands have sold their products to the public. Journal of Economic Literature Tungate's background as a journalist and authority on advertising, both domestic and global, is apparent in this work, which offers a comprehensive look at the branding and marketing of major media properties both inside and outside the US. The author apparently gained access to a vast array of executives within each of the 20 media organizations he profiles, and he presents his material in a style that is easy to read, process, and understand. The book provides a brief historical context, vivid descriptions of the environment in which the organizations function, and a handy summary box highlighting key facts about each network, publication, or information provider. Informative and even eye-opening for those who want to know more about the media outlets people consume on a daily basis, this timely, well-researched book could easily be incorporated into the curricula of introductory-level communication courses, particularly those that deal with media structures, global marketing, media literacy, and the media's role in society. The book should retain its value despite the ever-changing nature of the media business. Summing Up: Highly recommended. Lower-/upper-division undergraduates and general readers in particular. --E. T. Arke, Messiah College for CHOICE
Author Bio
Mark Tungate is a British journalist based in Paris. He is the author of several books about branding and marketing, including The Escape Industry: How Iconic and Innovative Brands Built the Travel Business, Fashion Brands: Branding Style from Armani to Zara and Adland: A Global History of Advertising. His articles have appeared in publications ranging from Campaign and Advertising Age to the Financial Times and The Daily Telegraph. He is a regular contributor to the ad industry intelligence site AdForum. Alongside his writing, Mark Tungate is editorial director of the Epica Awards, an annual competition in which journalists who are specialists in their field celebrate excellence in design, advertising, PR and branded content. He has lectured on advertising and branding at universities and conferences around the world.