This may be the time to ask an impertinent but crucial question. What exactly is media management? Does it really exist?
After all, is managing a media company different from managing a beer brewery? An airline? A bank? Every business is run on similar functions - strategic planning, financing, HR, production, marketing, distribution, accounting, government relations, etc. So the question we need to address is whether media management is different from management in general.
What might be different? Managing media, is it said, is based on creativity, “feel,” and intuition. It may also be driven by a motivation of public service. Media are thus not quite driven by profit numbers and analytical models in the same way that other industries are.