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This book provides an extremely well written and informative introduction tthe subject of media economics, characterized by clarity in the explanation of concepts or frameworks and by a balanced discussion for the respective positions in areas of debate - Paul MacDonald, Roehampton Institute This book is a very valuable contribution tthe media economic literature - Richard van der Wurff, Dept of Communication, University of Amsterdam Understanding Media Economics provides a clear, precise introduction tthe key economic concepts and issues affecting the media The book: explains the fundamental concepts relevant tthe study of media economics; considers the key industrial questions facing the media industries today; relates economic theory tbusiness practice; covers a wide range of media activity - advertising, television, film, print media, and new media; and looks at the impact of economics on public policy The Second Edition of Understanding Media Economics is has been fully updated, and offers a stimulating perspective on the contemporary media environment This book remains an essential purchase for all students of the media and mass communication
