Gillian Doyle is Professor of Media Economics and Director of the Centre for Cultural Policy Research (CCPR) at the University of Glasgow where she runs the MSc in Media Management programme.

Chapter 1: Introduction
What Is Media Economics about?
Macroeconomics and Microeconomics
The Firm in Economic Theory
Competitive Market Structures
Market Structure and Behaviour
What Is So Special About Economics of the Media?
Key Economic Characteristics of the Media
Economies of Scale
Economies of Scope
Changing Technology
Chapter 2: Convergence and Multi-Platform
The Vertical Supply Chain
Changing Market Structures and Boundaries
Digital Convergence
Technological Change, Innovation and Creative Destruction
Multi-Platform
A New Cornucopia?
Chapter 3: Corporate Growth and Concentration Strategies
Strategic Responses to Digitization
Managerial Theories
Horizontal Expansion
Diagonal and Conglomerate Growth
Vertical Expansion
Transnational Growth
Chapter 4: Networks
Economics of Networks
Broadcasting Networks
Global Networks in Transnational Publishing
Online Content Distribution
Social Networks and Microblogging
The Changing Role of Networks in Media Economics
Chapter 5: Demand: Push to Pull
Mass to Niche
User Empowerment
Segmentation and Branding
Audience Flow Management
Market Failure in Broadcasting
Public Service Content Provision
Chapter 6: Economics of Content Supply
Novelty and Risk Spreading
Portfolios
Repetition and Formats
Hollywood and Risk
Funding Models: Cost Plus Versus Deficit Financing
Windowing
Chapter 7: Copyright
The Economic Origins of Copyright
Copyright and Welfare Losses
Digitisation and Enforcement
Globalisation
Territoriality and Free Trade Areas
Commercial Models Other Than Copyright
Non-Market Alternative Means of Incentivising Creativity
Adjusting Copyright to the ¿Open¿ Internet
Chapter 8: Media and Advertising
The Advertising Industry
Why Does Advertising Take place?
Are Firms in Control of Their Own Markets?
Informative Versus Persuasive Advertising
Advertising as a Barrier to Market Entry
Advertising and the Performance of the Economy
The Rise of Internet Advertising
The Firm¿s Advertising Decision
Chapter 9: Digital Media Economics and Public Policy
Free Market Versus Intervention
Support Measures for Media Content
Protectionism
Concentrated Media Ownership
Promoting Competition
Monopolies and Technological Change
Maximising Efficiency
PSBs and State Aid Rules