Edited by Alan B. Albarran, Professor Emeritus, University of North Texas, US

• ContentsPreface 1 Media economics research: a history of the field 1Alan B. Albarran2 Advancing media economics research through theory 13Marianne Barrett and Chun Shao3 Research traditions in media economics 30Amy Jo Coffey4 Global digital networks and global media systems: an economicperspective 44Xiaoqun Zhang5 Consumer demand and audience behavior 59Angel Arrese, Mercedes Medina and Alfonso Sánchez-Tabernero6 Economics of information and cultural goods 77Bozena I. Mierzejewska and Castulus Kolo7 Technological dimensions and media economics 103Yu-li Liu and Wen-yi Hsu8 News media viability 121C. Ann Hollifield9 Industry organization, media management and media economics 144Ulrike Rohn10 Social and ethical aspects of media economics research 159María Elena Gutiérrez-Rentería11 Challenges and opportunities in media economics research 173Alan B. AlbarranIndex 185

'A Research Agenda for Media Economics edited by international scholar and veteran researcher Alan Albarran brings together a top-notch group of well-established and emerging scholars to look at the current state of media economics research. From theoretical traditions in media economics research to the spending patterns of the individual consumer this book presents a whole host of new ideas in advancing the future of the discipline. If there is a one important tie-in to the many authors who contributed to this work, it has to do with idea of audience, from a business, technological and global perspective.'--Richard A. Gershon, Western Michigan University, US'An excellent resource with insights from leading scholars in our field, this book provides structure for graduate teaching in media economics that cannot be found elsewhere. Tackling topics such as the history of the field, theoretical developments, global perspectives, ethical considerations, along with suggestions for research, this volume elicits excitement for furthering knowledge in the critically important area of media economics research. An absolute must read for professionals, as well as budding or seasoned scholars seeking answers to what's next in changing media landscapes.'--Angela M. Powers, Iowa State University, US'As we are accustomed to, Alan Albarran has organized yet another excellent book that effectively marks the research agenda for media economics. This book brings together important works by researchers in the field of economics and media management from various continents, which offers a more global view of the market dynamics and media research, focusing on its economic and educational dimension. This volume is an indispensable support medium for all students and researchers who are interested in the subject of media studies, especially in their economic approach. Without a doubt, my students will also start a new school year with a new and important teaching aid to better understand the research agenda for media economics.'--Paulo Faustino, President, International Media Management Academic Association and Co-director, Journal of Creative Industries and Cultural Studies (JOCIS)