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The Business of Media: A Survival Guide (Kindle Single) Kindle Edition

5 out of 5 stars 1 customer review

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Length: 31 pages

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  • Format: Kindle Edition
  • File Size: 129 KB
  • Print Length: 31 pages
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B004I6D07C
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  • Average Customer Review: 5.0 out of 5 stars 1 customer review
  • Amazon Bestsellers Rank: #210,364 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Format: Kindle Edition
This is very thought provoking. It should be a course text for all media students. I have worked in business to business publishing for over 15 years and still found it valuable.

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.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x9ba262f4) out of 5 stars 9 reviews
19 of 20 people found the following review helpful
HASH(0x97c9e84c) out of 5 stars Practical advice from someone who knows 26 Jan. 2011
By Jeremy Aldrich - Published on Amazon.com
Format: Kindle Edition Verified Purchase
In this concise guide, written for aspiring or current journalists and editors, Larry Dignan outlines the key concepts for succeeding in the business of digital journalism. And he knows what he's talking about - Dignan is Editor in Chief of ZDNet. In 12 short chapters, he helps readers understand how content is best distributed online, and explores models for making money even in a competitive field. I liked that Dignan talked about what is working, what isn't, and what isn't quite clear yet. The style is concise and conversational, with lots of bullet points and even a few links for further information. It's almost like a series of emails from an experienced colleague who is explaining what he knows to help you out. After reading the book, I discovered that the ever-helpful author is even blogging on ZDNet about the experience of publishing through Amazon Kindle Singles.
4 of 4 people found the following review helpful
HASH(0x9817ef18) out of 5 stars A book worth reading 12 Mar. 2011
By Matt_scherer - Published on Amazon.com
Format: Kindle Edition Verified Purchase
This is clearly a book that every journalist, content provider and public relations professional should read. If you work as a professional journalist, this little book provides a rare insight into the changes occuring in your industry. If you are a public relations professional (that's me most of the time), this book truly explains the change in the news industry. And, if you are a hybrid type, which some have described as me as a professional blogger, then you will get the book's value of how to manage your own content.

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.
3 of 3 people found the following review helpful
HASH(0x9817ee1c) out of 5 stars If journalism profs aren't teaching this, what are they teaching? 12 Feb. 2011
By Brent Finnegan - Published on Amazon.com
Format: Kindle Edition Verified Purchase
My BA is not in journalism, but I can't imagine paying for journalism classes in which new business models are not addressed.

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.
HASH(0x98043f9c) out of 5 stars The Must Have Book On Media For Media Graduates 24 July 2013
By Chris Gilbey - Published on Amazon.com
Format: Kindle Edition Verified Purchase
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!
HASH(0x9886ccd8) out of 5 stars The Best of Times, the Worst of Times for Publishers (That's You!) 28 Feb. 2012
By Jason L. Mcdonald - Published on Amazon.com
Format: Kindle Edition Verified Purchase

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.)


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!


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...


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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