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The content trap : a strategist's guide to digital change / Bharat Anand.
Author
Anand, Bharat Narendra, 1966-
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Format
Book
Language
English
Εdition
First edition.
Published/Created
New York : Random House, [2016]
Description
xxxii, 423 pages : illustrations ; 25 cm
Availability
Copies in the Library
Location
Call Number
Status
Location Service
Notes
Firestone Library - Stacks
HB615 .A6825 2016
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Details
Subject(s)
Entrepreneurship
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Mass media
—
Economic aspects
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Telecommunication
—
Economic aspects
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Summary note
"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"-- Provided by publisher.
Bibliographic references
Includes bibliographical references (pages 355-396) and index.
Contents
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.
Show 31 more Contents items
ISBN
9780812995381 ((hardback))
0812995384 ((hardback))
LCCN
2016019174
OCLC
956984787
Other standard number
40026504846
Statement on language in description
Princeton University Library aims to describe library materials in a manner that is respectful to the individuals and communities who create, use, and are represented in the collections we manage.
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