- Format: Kindle Edition
- File Size: 129 KB
- Print Length: 31 pages
- Sold by: Amazon Media EU S.à r.l.
- Language: English
- ASIN: B004I6D07C
- Text-to-Speech: Enabled
- Word Wise: Not Enabled
- Average Customer Review: 1 customer review
- Amazon Bestsellers Rank: #210,364 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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The Business of Media: A Survival Guide (Kindle Single) Kindle Edition
|Length: 31 pages|
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Top Customer Reviews
I have always worked in the UK - although have managed people in the US - and culturally we have always tended to have a less strict Church and State divide for journalists. This book seems to me to get it just right.
Most Helpful Customer Reviews on Amazon.com (beta)
My only complaint about this format is that it's hard to purchase the book as a gift for your friends who are not into the ebook format. Still, if you work in the news industry, I would highly recommend this book for your reading list.
Jeremy Aldrich (the other reviewer here) sent this Kindle single to me as a gift. It's a quick read (I finished it in a few hours) but it packs a lot of ideas and concepts. I highly recommend this for editors, reporters, and bloggers.
A very large number of students get to the final throes of their degree courses and suddenly realise that they are about to leave university with a degree in their hand that they think is the Wonka golden ticket that will get them a job. They are taught a lot of very useful things during their university course, but the problem is that the world is changing fast, old business models are exploding and Schumpeter's creative disruption abounds. Digital technology means that everything can be measured down to a granular level, and that includes the individual ROI of every employee. Larry Dignan sets out the reality of media as it functions now, as an insider's insider. Anyone who wants a successful career in media should read this book - immediately! But the message from this book has application in every industry. I made the transition, at the dawning of the internet from old media into digital, and beyond into science and engineering based business. The message is the same - it is about developing an understanding of the way that each one of us contributes to the bottom line. As Dignan says so eloquently, "Too often journalism folks don't know where they fit in or how they look on the layoff spreadsheet.... I know what every blogger in my network is worth to me. When the cuts come it's a simple exercise - you take out the biggest salary with the lowest ROI".
This is a great book. It is priced very smartly so as to ensure huge uptake by the market. I take my hat off to the author!
There are few books out there, as most of readers and critics know, to which I give five stars. The Business of Media - A Survival Guide, however, is one such book. What's more - it's deserving of five stars not just for its target audience (journalists, publishers, media types) but for small businesses as well. Why? Because Larry Dignan "gets it." He gets one of the truisms of our time: everyone is a publisher. The New York Times is a publisher, Geico is a publisher, Gail Collins is a publisher, Seth Godin is a publisher, Sweet Teez with its amazing candies in Larchmont, NY, is a publisher, and you as a writer, poet, clown-for-hire, or whatever, you - too- are a publisher. What's more you are a writer, an editor, and a producer. Dignan "gets it," and he explains some of the pain (and opportunities) of today's Internet and social media economy. The book is relevant not just to traditional publishers but to everyone who has a small business, works as a marketer, or seeks to cultivate publicity.
(I, too, am a publisher by the way - check out my Amazon profile, or Google `Jason McDonald' to find me and my online trainings.)
SEEING THE POSITIVE IN THE REVOLUTION
Second point, this book isn't all negative. It's not a rant or a rave, a Luddite rebellion against an unstoppable Internet future. Says Larry: it's an "exciting or absolutely frightening time," depending on where you sit in the media ecosystem (large publisher with fixed costs or small new Mommy blogger with a successful blog), and depending on whether you are the small business that "gets it" (the restaurant that understands how SEO, Google Places, and Yelp are critical or the restaurant that still shovels money at the Yellow Pages and wonders "what happened?"). It's an incredibly positive time for you to take advertising into your own hands via SEO, Social Media, and AdWords!
CONTENT IS NOT KING - PUBLICITY IS KING
Third, Larry gets the fact that content is decidedly NOT king. SEO-structured content is King, content that Google notices is King, and even more "distribution" is King. Getting to the top of Google is the gateway to be dominant; so good (great) content is a necessary but not sufficient condition for Internet success. So action item: start publishing, start blogging, start releasing news and new content... but do it in an SEO-friendly,structured way, leverage Google for free advertising. Do you get it? Get SEO? Get Social Media? Once you do, this is a terribly wonderful time to be a publisher, small business...
DO YOU GET IT?
This Kindle single is a think piece, one of the best examples I have found to date of an enjoyable, thought-provoking read. We are all publishers, and Dignan conveys how this revolution is rocking media, and journalism, and as I hope I have pointed out is and will continue to rock the world of small businesses. All small businesses are publishers now - just some "get it" and some "do not." Which are you?
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