MEDIA MANAGEMENT

: Snehasis Sur
MEDIA CLASSIFICATION
PRINT ELECTRONIC
 Newspaper  Radio

 Magazine  TV

 Periodicity  Internet

 Size

 Content
 DEPARTMENTS IN
MEDIA ORGANIZATION
 Editorial – News – Sports –Supplements
 Advertisement – Display – Classified –
Corporate
 Circulation –
 Systems – Networking
 Technocrats – Printing –
 TV Engineers - Crew – Production –
Transmission
 Administration – HR & Others
 MEDIA ORGANIZATION’S
EARNING MODEL
CIRCULATION ADVERTISEMENT
 N/Paper: 35%  N/Paper: 65%

SUBSCRIPTION
 TV: 0 – 10 %  TV / Radio:
 Radio: 0 % Almost 100 %
 GOAL OF MEDIA ORGANIZATION
 Profit Maximizing
 Increasing Ad Revenue
 Increasing Reader/Viewer/Listener
 Effective Marketing Strategy –
Brand Positioning – Directing
Content
 Optimum Economy of Scale –
Balance between Ad & Circulation
 MODERN MEDIA MANAGEMENT
EDITORIAL / BUSINESS
CONTENT DEVELOPMENT
STRATEGIC
Audience’s PLANNING / Brand
Liking MANAGEMENT Positioning

ADVERTISING /
CIRCULATION
MARKETING

Aggressive Gap – Late – Combo

 EDITORIAL DEPARTMENT
 Attractive Content & Look
 Special Target Group – Young –
Upwardly Mobile Crowd
 Special Supplements to catch AD –
{Catch Readers to catch Ad} –
Life Style – Career – Education
 Catering to a particular group of
Audience
 Credibility
 ADVERTISING DEPARTMENT
 Aggressive Marketing – Aggressive
Selling of Space – Corporate
 Special Package
 Combined Ad Tariff – with others
 Presenting Paper’s Circulation in
right context for particular Ad
 Special Drive for Sectional Ad –
Consumer Durable – Public Utility
 Expanded Classified Ad Collection
 CIRCULATION DEPARTMENT
 Paper is not delayed in reaching
 Expand Circulation Network
 Aggressive over Rival at Circulation
point
 Good Rapport with Agent – Vendor –
Display – Hawking
 Aggressive Circulation Campaign in
weak areas
 Feed Back –Assess why Circulation
falling
 Coordination with Editorial for area
specific coverage
BUSINESS DEVELOPMENT DEPT.
 Multiple City Edition
 Sponsoring Event – Activity
 Promotional Drive
 Corporate Tie up
 Price War – Competitive Price
 Special Price for Combined
Subscription
 Synergy / Coordination among all
Departments
 STRATEGIC PLANNING –
MANAGEMENT DEPARTMENT
 Planning Strategies & Taking
Final Policy Decisions
 Monitoring all Departments &
Tightening the loose ends
 Brand Positioning – Selecting
Right Target Audience & Catering
to their needs
 Modernization
 SWOT Analysis
 SWOT ANALYSIS
 S – STRENGTH
 W – WEAKNESS
 O – OPPORTUNITIES
 T – THREATS
 MORE TAKER
GOOD MEDIA
READER/ VIEWER/
LISTNER
BETTERMENT
OF
MEDIA MORE AD

MORE MORE PROFIT

REINVESTMENT
 MEDIA MANAGEMENT IN
ELECTRONIC MEDIA
 T R P (Television Rating Points)
 Popularity of Prog / Channel
 Channel Promotion
 Advertisement – Time Selling –
 F C T (Free Commercial Time) –
 Sponsorship – Branding
 Commercial – Spot – Zingle
 Carriage
 MEDIA
 Product  Social
 Business Responsibility
Thank You