Foreword: Dr. Don Godfrey, Chair, BEA Research Committee, Arizona State University Introduction: Alan B. Albarran, University of North Texas Section I: Media Management and Economics Research from Senior Scholars Chapter 1: Alan B. Albarran, University of North Texas. Media Management and Economics Research: The First 75 Years. Chapter 2: Michael O. Wirth, University of Tennessee and Ron Rizzuto, University of Denver. Future Prospects for Cable Telecommunications in an Over the Top World. Chapter 3: Richard A. Gershon, Western Michigan University. Innovation Failure: A Case Study Analysis of Eastman Kodak and Blockbuster Video. Section II: MME Research from Junior Scholars Chapter 4: J. Sonia Huang, National Chiao Tung University & Wei-Ching Wang, National Taiean Normal University. Application of the Long Tail Economy in the Online News Market in Taiwan: Civic Participation Matters. Chapter 5: Jiyoung Cha, University of North Texas. Order of Market Entry: Examining First Mover Advantages Among Social Networking Sites. Chapter 6: Rachel Davis Mersey, Northwestern University. An Argument for News Media Managers to Direct and Use Audience Research. Chapter 7: Guosong Shao, Nanjing University of Finance & Economics, China; Yingping Wei, Renmin University of China; Jingan Yuan, Southwestern University of Finance & Economics, China; Chunhua Zhang, Nanjing University of Finance & Economics, China. Responding to Systematic Reform, market Change and Technological Innovation: China's Book Publishing Industry in Rapid Transformation. Section III: Latin American and Hispanic MME Research Chapter 8: Maria Elena Gutierrez and Josefina Santana Vilegas, Panamericana Universidad, Guadalajara, Mexico. Digital Convergence in the Mexican Media Industry. Chapter 9: German Arango Forero, La Sabana Universidad, Bogota, Colombia. A Case Study on Media Diversification: Caracaol and RCN. Beyond the Traditional Business Model. Chapter 10: Julian Rodriguez, University of Texas-Arlington. Twitter Use among English and Spanish Language Television Stations: A Traffic and Content Analysis of Dallas-Fort Worth Local Television Twitter Accounts. Chapter 11: Gabe Otteson, Jessica Perrillat, & Alan B. Albarran, University of North Texas. The State of Spanish Language Media 2012. Section IV: Media Management Issues for New Media/Transmedia Chapter 12: Harsh Taneja & Heather Young, Northwestern University. Adoption of the Internet in the Television Industry: Exploring Diffusion of an Inefficient Innovation. Chapter 13: Joy Chavez Maypaye, University of Alaska-Anchorage. Local TV News and the Transmedia Experience: The Role of Parasocial Interaction in the Online Social Distribution of News. Chapter 14: Craig A. Stark, Susquehanna University. Managing and Financing Small-Budget Transmedia Production: The Case of Norwegian Recycling. List of Contributors Index
