Economies of scale and scope in media firms
1 introduction
Media plays a central role in distributing information in the marketplace and providing timely access to information necessary to innovation processes. Media industry has come to be recognized as a critical infrastructure industry for economic development efforts. Economies of scale and economies of scope are “two of significant characteristics of media industry”. “Both of them impact significantly on corporate strategies and the operation and organization of media firms”. Generally speaking, economies of scale is about the benefits gained by the production of large volume of a product, while economies of scope is linked to benefits gained by producing a wide variety of products by efficiently utilizing the same Operations. Economies of scale are evident when a firm’s average costs decline while its output expands, as when an advertising agency raises its gross income by serving more accounts or larger accounts. “Economies of scope appear when cost savings can be realized by a single agency producing several products jointly, as compared to many agencies each producing them separately” (Doyle G, 2002. 15). How important are economies of scale and scope in media firms operations? Each of these business strategies, their strengths and weaknesses, will be discussed in details in this paper, especially in media firms.
论文题目：自己命题
所读专业：media management
细分专业：
字数：2000字
截稿时间：2007-12-31
学校国家：university of centre Lancashire(UK)
论文用途：期末作业
学校背景（档次）：英国拍名70位
写作总额：
补充要求： 见附加文件 “essay topic”
Essay topic
There are a number of distinctive features of media production and economic paterns that impact on corporate strategies and the operation and organization of media firms ( some of these are introduced in Doyle, pages 10-15)
Select a range of significant media characteristics and discuss these in relation to different sectors of media production.
Illustrate your points with concepts and ideas from Doyle and other reading and examples from media activities( you may use data collected for assignment one for this, but it should be presented in a fresh and relevant manner).
Guidance
First you must identify and select a number of key features of media production that are distinctive and significant ( there are likely to be relationships between these features). For example, the fact that media products are’non-depletable’ (ie: a single product can be used many times ) is one such distinctive and significant feature). You could then see how this feature is related to other key features such as economies of scale and scope, etc.
Your essay should aim to discuss the importance of the features you have selected (rather than merely describe them), how they impact on corporate deci
sion- making, their influence in different media sectors ( ie: print, broadcast, online, film, etc), and examples drawn from media operations that illustrate the points you are making.
Your discussions will draw on ideas from the core book(Doyle) but you will be expected to enlarge and extend your knowledge through further reading of other books and journals.
Your essay must be fully and correctly referenced in the Harvard style.
Specific marking criteria
-Evaluation and explanation of selection of key distinctive features.
-Discussion of importance of such features in relation to different media forms and sectors.
-Knowledge and usage of key economic theories and ideas and their applications in media industries.
-Effective presentation through logical structure and use of clear and substantially correct English.
