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The content trap : a strategist's guide to digital change / Bharat Anand.

by Anand, Bharat Narendra, 1966- author.

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New York : Random House, c2016.

Entrepreneurship.

Mass media -- Economic aspects.

Telecommunication -- Economic aspects.

9780812995381 (hardback) :

0812995384 (hardback)

xxxii, 423 pages : illustrations ; 25 cm

Part I: Classifieds--User Connections -- A Tale of Two Geographies -- The REal Problem with NEwspapers -- Networks -- Schibsted -- The New York Times Paywall -- Television: Connecting Streams -- Crowds -- Cost-Based Connections -- Chinese Connections: Tencent -- Create to Connect -- Part II: Concerts--Product Connections -- Jerry Maguire -- Music -- Apple and Complements -- Four Lessons About Complements -- A Detection Challenge -- Spillovers -- Getting Noticed -- IMG -- Expand to Preserve -- Part III: Context--Functional Connections -- A Digital Contrast -- Connections and Strategy -- From Atoms to Bits -- A Strategy Process for All Seasons -- Dare to Not Mimic -- Part IV: Everyone's a Media Company -- Advertising--The Promise and Debates -- Reimagining Advertising -- Education at a Crossroads -- Creating HBX -- From Strategy to Launch -- Education: What Lies Ahead.

"How did the Economist increase revenues from subscriptions when Newsweek and Time were hemorrhaging? How did Tencent create a cash machine from largely free and virtual products in a market with a GDP per capita ten times lower than the U.S.? And in the midst of an industry revolution, how are we to understand these and other media organizations, their fates, and their markets? Combining insightful analysis with an accessible, humorous tone, Harvard Business School Professor Bharat Anand juxtaposes the media strategies of The New Yorker and Britney Spears (they're more alike than you think) and uses analogies like the success of "My Big Fat Greek Wedding" and Chuck E. Cheese's in-house currency to illustrate broader points about Amazon's dominance and the rise of Netflix. A revolutionary and much-needed analysis, this book presents a way for media companies to survive and thrive amidst industry-wide upheaval. Indeed, as Anand reveals, media evolution is not always a celebration of "free", "media democratization", or entrepreneurship. Rather, the story unfolding in media markets across the world remains one centered around familiar ideas in business - of power, pricing, and strategy"--

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