John Allen Hendricks is the director of the division of communication and contemporary culture and professor of communication at Stephen F. Austin State University.

• DedicationList of TablesList of FiguresForewordAcknowledgments: Change: Technology, Economic Implications, and Consumer Behaviors1: New Media: New Technology, New Ideas or New Headaches2: Media Management: The Changing Media Industry and Adaptability3: DVRs and the Empowered Audience: A Transformative New Media Technology Takes Off4: The Obstinate Audience Revisited: The Decline of Network Advertising5: Going Viral: Mass Media Meets Innovation6: The First Domino: The Recorded Music Industry and New Technology7: Changes and Challenges in the Print Industry: The New Landscape of the Print Media8: Challenges and Opportunities, New Models and the Emergence of the Next Newsroom9: Broadcast and Cable on the Third Screen: Moving Television Content to Mobile Devices10: How to Reach the Masses: Broadcasters' Uses of the Internet and Cell Phones11: Making Money with Mobile12: Cinema in the Age of RWX Culture13: Local Market Radio: Programming and Operations in a New Media WorldAbout the EditorAbout the ContributorsBibliographyIndex

The 21st Century Media Industry is well worth reading not only for its broad scope, but for the timeliness of the chapters. Readers of this book will come away with a clear conceptual map of the changing media landscape as well as a detailed understanding of the challenges of the years ahead in forging a new business model, or set of business models, for media operating in the digital age.

John Allen Hendricks is the director of the division of communication and contemporary culture and professor of communication at Stephen F. Austin State University.

• DedicationList of TablesList of FiguresForewordAcknowledgments: Change: Technology, Economic Implications, and Consumer Behaviors1: New Media: New Technology, New Ideas or New Headaches2: Media Management: The Changing Media Industry and Adaptability3: DVRs and the Empowered Audience: A Transformative New Media Technology Takes Off4: The Obstinate Audience Revisited: The Decline of Network Advertising5: Going Viral: Mass Media Meets Innovation6: The First Domino: The Recorded Music Industry and New Technology7: Changes and Challenges in the Print Industry: The New Landscape of the Print Media8: Challenges and Opportunities, New Models and the Emergence of the Next Newsroom9: Broadcast and Cable on the Third Screen: Moving Television Content to Mobile Devices10: How to Reach the Masses: Broadcasters' Uses of the Internet and Cell Phones11: Making Money with Mobile12: Cinema in the Age of RWX Culture13: Local Market Radio: Programming and Operations in a New Media WorldAbout the EditorAbout the ContributorsBibliographyIndex

The 21st Century Media Industry is well worth reading not only for its broad scope, but for the timeliness of the chapters. Readers of this book will come away with a clear conceptual map of the changing media landscape as well as a detailed understanding of the challenges of the years ahead in forging a new business model, or set of business models, for media operating in the digital age.

John Allen Hendricks is the director of the division of communication and contemporary culture and professor of communication at Stephen F. Austin State University.

• DedicationList of TablesList of FiguresForewordAcknowledgments: Change: Technology, Economic Implications, and Consumer Behaviors1: New Media: New Technology, New Ideas or New Headaches2: Media Management: The Changing Media Industry and Adaptability3: DVRs and the Empowered Audience: A Transformative New Media Technology Takes Off4: The Obstinate Audience Revisited: The Decline of Network Advertising5: Going Viral: Mass Media Meets Innovation6: The First Domino: The Recorded Music Industry and New Technology7: Changes and Challenges in the Print Industry: The New Landscape of the Print Media8: Challenges and Opportunities, New Models and the Emergence of the Next Newsroom9: Broadcast and Cable on the Third Screen: Moving Television Content to Mobile Devices10: How to Reach the Masses: Broadcasters' Uses of the Internet and Cell Phones11: Making Money with Mobile12: Cinema in the Age of RWX Culture13: Local Market Radio: Programming and Operations in a New Media WorldAbout the EditorAbout the ContributorsBibliographyIndex

The 21st Century Media Industry is well worth reading not only for its broad scope, but for the timeliness of the chapters. Readers of this book will come away with a clear conceptual map of the changing media landscape as well as a detailed understanding of the challenges of the years ahead in forging a new business model, or set of business models, for media operating in the digital age.