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Introduction to Mass Communication

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Introduction to Mass Communication ­ MCM 101
VU
LESSON 23
MEDIA MANAGEMENT
The issue of media management was the next once newspapers and magazines became a known
entity in the society.
In the initial phase of print communication, publications were not very regular not only in the sense of on
time the next day, or on a particular day in case of periodicals, but also in the sense of their layouts, design,
number of pages and the content.
The media continued in this fashion by the end of 18th century. But in the meantime the world of
advertising and some modernization in the printing process had been introduced. The 19th century saw the
print media getting into a great discipline as dailies started fashioning themselves in the sense of contents,
regularity in publishing and observing the time of appearance in the market.
The media management means to make sure that a publication meets its deadlines, keeps contents, generate
revenue and maintains its technical wing to be there in the hands of end-readers well in time.
To manage print media is a hard task. Colleges and universities run special courses on media management
and specialists are engaged to seek advice on matters to manage and maintain a publication.
Division
Any publication has three clear areas to manage:
 Editorial
 Business
 Technical
Editorial
The most important area of a daily is its editorial section. A large circulation daily has to follow a
service structure to make sure that the people working in the editorial department are in a well defined
hierarchy.
The staff is generally divided into two categories:
 Field staff
 Newsroom and editorial
The field staff comprises reports who are assigned beats (areas) like crime, politics, business, environment,
sports or some are assigned with special reports on different subjects.
The other part of the editorial staff is supposed to mange the newsroom where ultimately every matter is
taken care of that is to appear the next day. The part of the staff is supposed to write daily editorials,
articles, comments etc. All the staff is headed by an editor who is responsible for what report or comment
has appeared in the paper.
Writing for a newspaper is not an easy task. The writer has to take into account the policy of the paper, laws
and regulations and the ethics which are generally observed in a society. Many a time writers face severe
reaction on their write-ups and have to go behind bars. The publications have to see closure for adhering to
their policy if it is against the government.
Business section
Every publication needs management of its finances. The revenue it generates and the money it
spends. For revenue generation advertising and circulation departments are established. The advertising
department keeps making campaign to generate revenue. It fixes rates of different type and size of
advertisements appearing on the regular pages or special supplements.
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Introduction to Mass Communication ­ MCM 101
VU
Two color ads and multicolor ads are charged differently. Likewise if an advertiser wants ad of its product
appear at a particular place and page, it is supposed to pay more. In big newspapers cost difference between
an ordinary ad and the one at a particular spot is very high ­ to the extent of 400 per cent.
Ad which appear brief and usually in one column are called classified while others are noted as display ads.
Normally newspapers charge ad cost in advance. But in case of advertising agencies newspapers allow a
credit for 90 days, though this period varies from publication to publication.
The circulation department also meant to undertake exercises to increase the circulation of the publication.
It not only helps generate finances but also goes to create a mark of the daily in the market. It is always a
pride for a publication to note its high circulation.
The accounts department in the business section is supposed to be taking care of disbursement of salaries
to the staff, purchase of components of machines, paper, ink and the transport. This department also helps
the company to maintain its audit reports.
Press
The printing side of a newspaper or a periodical inside the office is referred to as press in the sense
of printing press. All matters pertaining to printing press are referred to as press matters.
The foremost task of this department is ensure that the newspaper would be printed at the desired time
(deadline) and available for distribution the next morning.
It is the press department which tells the directors (owners) about the newsprint (paper) requirement. The
newsprint comes in the form of huge roles and its consumption depends on the size and volume ­ number
of pages ­ printed every day. The newsprint has to be bought in enough quantity well in advance. The next
task is to keep camera for filming the copies pasted with news and ads and which are handed over to it by
the editorial department. And from filming to plate making and the inks used to print the final plates.
It sounds little technical but then this is how the whole process of the printing press is managed for a
regular publication. This department usually operates in the night no matter it is cold, hot or raining. Any
small mistake here may ruin the whole work performed by other departments in the day.
The management of print media is done more efficiently if the managers are fully acquainted with the
working of all the three major sections of the publication. Normally newspapers hold regular training
sessions for the people who are to be assigned with the task of managing the publication.
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Table of Contents:
  1. MASS COMMUNICATION AN OVERVIEW:Relationships, Power
  2. EARLY MASS COMMUNICATION AND PRINTING TECHNOLOGY
  3. SEVEN CENTURIES OF MASS COMMUNICATION FROM PRINTING TO COMPUTER
  4. ELEMENTS OF COMMUNICATION AND EARLY COMMUNICATION MODELS
  5. COMMUNICATION MODELS GRAPHIC PRESENTATION OF COMPLEX ISSUES
  6. TYPES AND FORMS OF COMMUNICATION:Inter personal, Combination
  7. MESSAGE ROOT OF COMMUNICATION I:VERBAL MESSAGE, Static Evaluation
  8. MESSAGE ROOT OF COMMUNICATION II:Conflicts, Brevity of Message
  9. EFFECTS OF COMMUNICATION:Helping Out Others, Relaxation
  10. COMMUNICATION AND CULTURE:Enculturation, Acculturation
  11. LANGUAGE IN COMMUNICATION:Polarization, Labeling, Static meanings
  12. STEREOTYPING A TYPICAL HURDLE IN MASS COMMUNICATION:Stereotype Groups
  13. MASS MEDIA HISTORICAL PERSPECTIVE:Early analysis on manuscripts
  14. EMERGENCE OF PRINT MEDIA AROUND THE WORLD:Colonial journalism
  15. TELEGRAPH DOES MIRACLE IN DISTANCE COMMUNICATION TELEX AND TELEPHONE ENTHRALL PRINT COMMUNICATION
  16. TYPES OF PRINT MEDIA:Newspapers, Magazines, Books
  17. PRESS FREEDOM, LAWS AND ETHICS NEW DEBATE RAGING STILL HARD
  18. INDUSTRIALIZATION OF PRINT PROCESSES:Lithography, Offset printing
  19. EFFECTS OF PRINT MEDIA ON SOCIETY:Economic ideas, Politics
  20. ADVERTISING HAND IN HAND WITH MEDIA:Historical background
  21. RENAISSANCE AND SCIENTIFIC REVOLUTION: ROLE OF PRINT MEDIA:Science
  22. RECAP:Elements of communication, Books, Printing, Verbal Message
  23. MEDIA MANAGEMENT:Division, Business section, Press
  24. IMAGES IN MASS COMMUNICATION INVENTION OF PHOTOGRAPHY:Portrait photography
  25. MOTION PICTURES A NEW WAY IN MASS COMMUNICATION-I:Definition
  26. MOTION PICTURES A NEW WAY IN MASS COMMUNICATION (Cont...):Post-Studio Era
  27. FILM MEDIA IN SUBCONTINENT AND PAKISTAN-I:Accusations of plagiarism
  28. FILM MEDIA IN SUBCONTINENT AND PAKISTAN (II) & ITS EFFECTS:First Color film
  29. PROPAGANDA:Types in another manner, Propaganda in revolutions
  30. RADIO A BREAKTHROUGH IN MASS COMMUNICATION:What to broadcast
  31. EFFECTS OF RADIO ON SOCIETY:Entertainment, Information, Jobs
  32. TELEVISION A NEW DIMENSION IN MASS COMMUNICATION:Early Discoveries
  33. TV IN PAKISTAN:Enthusiasm, Live Broadcast, PTV goes colored
  34. EFFECTS OF TELEVISION ON SOCIETY:Seeing is believing, Fashion
  35. PUBLIC RELATIONS AND MASS COMMUNICATION - I:History, Case Study
  36. PUBLIC RELATIONS AND MASS COMMUNICATION - II:Audience targeting
  37. ADVERTISING BEYOND PRINT MEDIA:Covert advertising
  38. IMPACT OF ADVERTISING:Trial, Continuity, Brand Switching, Market Share
  39. MEDIA THEORIES:Libertarian Theory, Social Responsibility Theory
  40. NEW MEDIA IN MASS COMMUNICATION:Technology forcing changes
  41. GLOBALIZATION OF MEDIA:Media and consumerism, Media centralization
  42. MEDIA MERGENCE:Radio, TV mergence, Economic reasons
  43. MASS MEDIA IN PRESENT AGE:Magazine, Radio, TV
  44. CRITICISM ON MEDIA:Sensationalize, Biasness, Private life, obscenity
  45. RECAP:Legends of South Asian Film Industry, Radio, Television, PTV goes colored