I run a university class for undergraduates, who are about to graduate, and who need to understand how to make the transition from school and into the workplace. I am not an academic, but have managed and run businesses all my life... So I come at the course from a non-academic, practitioner point of view. This book is golden and it is about to become part of the course work for my students in the next semester. It is the kind of reality check that students in particular, need.
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!