Media Management and Economics Research in a Transmedia Environment

Foreword: Dr. Don Godfrey, Chair, BEA Research Committee, Arizona State University Introduction: Alan B. Albarran, University of North Texas Section I: Media Management and Economics Research from Senior Scholars Chapter 1: Alan B. Albarran, University of North Texas. Media Management and Economics Research: The First 75 Years. Chapter 2: Michael O. Wirth, University of Tennessee and Ron Rizzuto, University of Denver. Future Prospects for Cable Telecommunications in an Over the Top World. Chapter 3: Richard A. Gershon, Western Michigan University. Innovation Failure: A Case Study Analysis of Eastman Kodak and Blockbuster Video. Section II: MME Research from Junior Scholars Chapter 4: J. Sonia Huang, National Chiao Tung University & Wei-Ching Wang, National Taiean Normal University. Application of the Long Tail Economy in the Online News Market in Taiwan: Civic Participation Matters. Chapter 5: Jiyoung Cha, University of North Texas. Order of Market Entry: Examining First Mover Advantages Among Social Networking Sites. Chapter 6: Rachel Davis Mersey, Northwestern University. An Argument for News Media Managers to Direct and Use Audience Research. Chapter 7: Guosong Shao, Nanjing University of Finance & Economics, China; Yingping Wei, Renmin University of China; Jingan Yuan, Southwestern University of Finance & Economics, China; Chunhua Zhang, Nanjing University of Finance & Economics, China. Responding to Systematic Reform, market Change and Technological Innovation: China's Book Publishing Industry in Rapid Transformation. Section III: Latin American and Hispanic MME Research Chapter 8: Maria Elena Gutierrez and Josefina Santana Vilegas, Panamericana Universidad, Guadalajara, Mexico. Digital Convergence in the Mexican Media Industry. Chapter 9: German Arango Forero, La Sabana Universidad, Bogota, Colombia. A Case Study on Media Diversification: Caracaol and RCN. Beyond the Traditional Business Model. Chapter 10: Julian Rodriguez, University of Texas-Arlington. Twitter Use among English and Spanish Language Television Stations: A Traffic and Content Analysis of Dallas-Fort Worth Local Television Twitter Accounts. Chapter 11: Gabe Otteson, Jessica Perrillat, & Alan B. Albarran, University of North Texas. The State of Spanish Language Media 2012. Section IV: Media Management Issues for New Media/Transmedia Chapter 12: Harsh Taneja & Heather Young, Northwestern University. Adoption of the Internet in the Television Industry: Exploring Diffusion of an Inefficient Innovation. Chapter 13: Joy Chavez Maypaye, University of Alaska-Anchorage. Local TV News and the Transmedia Experience: The Role of Parasocial Interaction in the Online Social Distribution of News. Chapter 14: Craig A. Stark, Susquehanna University. Managing and Financing Small-Budget Transmedia Production: The Case of Norwegian Recycling. List of Contributors Index

Biography

Alan B. Albarran is professor of media and the director of the Center for Spanish Language Media at The University of North Texas. He has extensive experience as an editor and author and is widely recognized as an international scholar in the area of media management and economics. He is former editor of the Journal of Media Economics and the International Journal for Media Management.