ABSTRACT
The management of different media products constitutes a field of research and operational know-how posing numerous challenges, which, therefore, cannot be easily dealt with in a generic way. As in other areas of media management and economics, applying the general principles of management to the daily running of media companies has led to the discovery of a series of attributes characterizing theway that these products perform in the market. However, those features cannot be easily generalized for the whole media. The basic differences between products such as a free newspaper and a film, or between a musical performance and a television program, are so significant that any attempt to consider themas awholewould be very risky. Because of the varied nature of the media products themselves, it is wise to be cautious when putting forth ideas, theories, or universal principles. This becomes all the more evident as one examines the diverse literature and specific research on the subject. Concerning the management of newspapers,magazines, TV networks, programs, and films, there is a vast array of partial research that has already been carried out on specific aspects of that task, although very little thought and analysis have been bestowed on the handling of the media product itself.
