Managing Today’s News Media: Audience First… Introducing The 4Cs Strategy For Survival And Success. The Must-Have New Book.

July 9, 2015

Audience First Allow me, for a change, to indulge in a little self promotion for my new book that I have authored with two of my colleagues. Managing Today’s News Media: Audience First, puts in practice what I have been preaching for years. Teaming up with my colleagues from the broadcast and online media world, gives the book a holistic approach to success in a news media world that now recognizes and respects the power of audience. The book will be published on August 18. To order the book click here.

Here’s what the book’s publisher CQ Press an imprint of Sage wrote on their website about the book:

The business of journalism is in the midst of massive change. Managing Today’s News Media: Audience First offers practical solutions on how to cope with and adapt to the evolving media landscape. News media experts Samir Husni, Debora Halpern Wenger, and Hank Price introduce a forward-looking framework for understanding why change is occurring and what it means to the business of journalism. Central to this new paradigm is a focus on the audience. The authors introduce “The 4Cs Strategy” to describe how customers, control, choice, and change are all part of a strategy for successful media organizations. Every chapter in the book relates to one or more of these four key principles:

Customer – Each platform must offer a unique experience to the customer.
Choice – The audience has more options than ever, and news organizations must work harder to be the preferred choice.
Control – Sharing power and control with the audience is now a necessary part of running a successful news operation.
Change – Companies can manage change through adaptation.

Real-world case studies, important theoretical grounding, and a focus on understanding rather than resisting the customer’s desire for choice and control make this an unbeatable resource for students and managers alike who want to succeed in this changed media business landscape.


Leadership Reports offer insight into what the job of a media manager entails by providing in-depth interviews with major news media managers representing some of the top news outlets in the country, including The Wall Street Journal, Hearst, Forbes.com, CNN, and Bleacher Report.

Think and Do Segments
simulate real-world management decisions through exercises and case studies that test the reader’s ability to apply the techniques discussed in each chapter to good decision making.

Basic Business Principles
that drive the success or failure of the organizations are explained to help students understand the business of media and prepare these future managers for jobs in today’s media organizations.

To order the book click here.

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