Media Monoliths How Great Media Brands Thrive and Survive

Media Monoliths How Great Media Brands Thrive and Survive Mark Tungate "The most insightful and comprehensive analysis of MTV's international business published so far" Bill Roedy, President, MTV Networks International REAR COVER: "An easy enjoyable read, covering media brands that are household names." Media Week "Essential reading for anyone interested in how the most powerful media brands exert their influence." Bill Muirhead, Founding Partner, M&C Saatchi "A well crafted analysis of how media brands create global greatness... a highly accessible and enjoyable read." Iain Ellwood, Director, Brand Strategy, Interbrand In an increasingly cluttered media landscape, an elite group of brands stand out: newspapers, magazines and broadcasters with longevity, power, and instant brand recognition. How have they succeeded? What marketing strategies have enabled them to thrive and survive in such a spectacular fashion? Journalist and author Mark Tungate takes us behind the scenes to reveal what it takes to be a great media brand. Using history, anecdotes and exclusive interviews with senior management and editors, Media Monoliths attempts to identify the magic formula that has enabled a handful of media giants to dominate the global media landscape. Mark Tungate is a journalist specializing in media, marketing and communication. Based in Paris, he has a weekly column in the French media magazine Strategies, and writes regularly about advertising, style and culture for the magazines Campaign and CNN Traveller and for the trends intelligence service WGSN. He is the author of Fashion Brands, published by Kogan Page in 2005, and is also the co-author of The Epica Book, an annual review of the best European advertising. He has addressed conferences around the world and has been on the juries of several advertising competitions.Tungate, Mark is the author of 'Media Monoliths How Great Media Brands Thrive and Survive', published 2006 under ISBN 9780749444785 and ISBN 0749444789.