ESCP Europe

This book considers how media firms, as well as entire industries, exist and persist over time despite what often seems to be intense competition for such resources as audiences and advertisers. Addressing competition within and among media organizations and industries, including broadcasting, cable, and the Internet, the author studies the media industries through the niche theory lens, developed by bioecologists to explain competition and coexistence. He examines the targets of the different media - audience, advertisers, money - and how they compete, using examples from a variety of studies.