Advisory Board                                     xi
About the Authors                                  xii
Preface                                            xiii
Acknowledgements                                   xv
    Introduction                                   1   (12)
      Media: One or Many Industries?               1   (4)
      Current State of the Industry                5   (6)
      Focus and Scope of the Book                  11  (2)
    Rebalancing the Media Value Chain              13  (70)
      Current Practices Mostly Historically        13  (7)
      Grown
      Fundamental Changes Still Ahead              20  (9)
      Consequences for the Management of Media     29  (5)
      Companies
      Is a Fundamental Rethink of Future           34  (2)
      Business Models Needed?
      Key Takeaways                                36  (2)
      Case Study: The Welt Group: Creating New     38  (19)
      Business Models For News Provision
      Case Study: Hubert Burda Media: In Search    57  (12)
      of New Digital Business Models
      Case Study: Mediaset: From Focused           69  (14)
      Broadcaster to Value Chain Operator
    Creating and Leveraging Innovative Content     83  (38)
      Future Role of (Blockbuster) Content         83  (6)
      Should Content be Redefined?                 89  (3)
      Management of the Content Generation         92  (9)
      Process
      Peer Production, User-generated Content      101 (1)
      and Co-creation
      Key Takeaways                                102 (2)
      Case Study: Endemol: Diversifying the        104 (8)
      Content Portfolio
      Case Study: OhmyNews: Creating a             112 (9)
      Sustainable Model for Content Co-creation
    The Fight for Customer Attention:              121 (58)
    Intelligent Mass Marketing and Cautious
    Niche Strategy
      The Increasing Need to Understand            121 (7)
      Customers
      Strategic Brand Management                   128 (5)
      Fine-Tune the Marketing Strategy to          133 (3)
      Revenue Model
      Marketing Strategies for                     136 (5)
      Subscription-based Players
      Marketing Strategy for Niche and Thematic    141 (2)
      Offerings
      Key Takeaways                                143 (1)
      Case Study: Canal+: Keeping Consumer         144 (12)
      Loyality in the Face of Platform
      Competition
      Case Study: EMI: Developing New Marketing    156 (11)
      Models for the Digital Age
      Case Study: Telenet: Leveraging Digital      167 (12)
      Segmentation
    End-to-end Supply Chain Management             179 (32)
      Achieving Operational Excellence in          179 (2)
      Supply Chain Management
      Enhancing the Effectiveness of               181 (8)
      Standardized Media Supply Chain Processes
      Improvement Levers for Non-standardized      189 (3)
      Processes in the Media Industry
      Managing the Transition to Digital           192 (5)
      Platforms
      Key Takeaways                                197 (1)
      Case Study: RTL Group: Creating a Digital    198 (13)
      Value Chain
    Ways Out of the Advertising Commodity Trap     211 (48)
      Traditional Advertising Under Increasing     211 (2)
      Pressure
      The First Wave of Advertising Spending       213 (1)
      Shift: Direct Marketing and Below the Line
      Digital Technology at the Core of the        214 (12)
      Second Wave
      Reaching New Capabilities in Advertising     226 (21)
      Key Takeaways                                247 (1)
      Case Study: Schibsted: Diversifying the      248 (11)
      Advertising Source
    Corporate Strategy in Media                    259 (44)
      Current Media Landscape                      259 (7)
      Future Portfolio Logic                       266 (10)
      Key Takeaways                                276 (1)
      Case Study: Liberty Global: Multichannel     277 (7)
      Portfolio Play
      Case Study: Lagardere Active: Restoring      284 (9)
      Growth Through Operations
      Case Study: Sanoma Group: Restructuring      293 (10)
      the Portfolio for Growth
    The Future Role of Online Media                303 (36)
      Online Start 1995-2001: `Overestimate in     303 (3)
      the Short Term'
      Period of Consolidation 2002 to 2008:        306 (6)
      Building the Digital Platform
      Online Media Business Models                 312 (9)
      Key Takeaways                                321 (1)
      Case Study: Second Life: Peer Production     322 (8)
      Through Co-creation
      Case Study: YouTube: Building Social Media   330 (9)
    People Management in Media Companies:          339 (36)
    Creative Managers or Managed Creativity?
      Current People Management Practices in       339 (2)
      the Media Industry
      Current Challenge: Embrace `Creators' Yet    341 (1)
      Do Not Understate `Transformers'
      Common Principles of People Management       342 (3)
      Processes for `Creators' and
      `Transformers'
      Management of `Transformers'                 345 (1)
      Management of `Creatives'                    346 (10)
      People Management in the Digital Media Era   356 (8)
      Outlook and Open Questions                   364 (1)
      Key Takeaways                                364 (2)
      Case Study: BBC: Adapting the                366 (9)
      Organization to the Digital World
Index                                              375