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EconomicFoundationofMassMedia

公共媒体的经济基础

JohnVivian

Themassmediaareexpensivetosetupandoperate.Theequipmentandfacilities

requiremajorinvestment.Meetingthepayrollrequiresabankroll.Printmediamustbuy

paperbytheton.Broadcastershavegiganticelectricitybillstopumptheirmessages

throughtheether.

Tomeettheirexpenses,themassmediaselltheirproductintwoways.Eitherthey

derivetheirincomefromsellingaproductdirectlytomassaudience,asdothemovie,

recordandbookindustries,ortheyderivetheirincomefromadvertiserswhoplace

advertisementsformassaudiencesthatthemediaprovide,asdonewspapers,magazines,

radioandtelevision.Inshort,themassmediaoperateincapitalisticenvironment,and,

withfewexceptions,theyareillbusinesstomakemoney.

AdvertisingRevenue.Advertiserspaythemassmediaforaccesstopotential

customers.Fromprintmedia,advertisersbuyspace.Frombroadcasters,theybuytime.

Generally,themorepotentialcustomersamediacompanycandelivertoadvertisers,

themoreadvertisersarechargedfortimeorplace.CBShad40millionviewersforthe

1996SuperBowl,anditcharged$1.3millionfora30-secondcommercial.Aspotona

daytimeprogram,withafractionoftheSuperBowlaudience,typicallygoesfor$85,000.

Timemagazine,

claiminga4.6millioncirculation,charges$138,200forafull

advertisement.IfTime’scirculationweretoplummet,sowoulditsadvertisingrates.

Althoughthereareexceptions,newspapers,magazines,televisionandradiosupport

themselveswithadvertisingrevenues.

Bookpublishersoncereliedsolelyonreadersforrevenue,butthathaschanged.

Today,bookpublisherschargeforfilmrightswheneverHollywoodturnsabookintoa

movieoratelevisionprogram.Theresultisthatpublishing