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'This book provides an extremely well written and informative introduction to the 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'<b><i>- Paul MacDonald, Roehampton Institute</i></b>'This book is a very valuable contribution to the media economic literature' <b><i>- Richard van der Wurff, Dept of Communication, University of Amsterdam</i></b><b>Understanding Media Economics</b> provides a clear, precise introduction to the key economic concepts and issues affecting the media.The book: explains the fundamental concepts relevant to the study of media economics; considers the key industrial questions facing the media industries today; relates economic theory to business 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 <b>Understanding Media Economics</b> 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.
