CS101 Chapter 1: Chapter 1 CS101.docx
Document Summary
Derive income from selling a product directly to mass audiences. Derive income from advertisers that place advertisements for mass audiences. Alternative media-campus and community radio stations in canada. Underground media-the generation defined, anti-establishment press of the 1970s. The emphasis is heavy on local, live entertainment, usually bar centred. The mass media are expensive to set up and operate. To meet expenses the mass media must sell their product in two ways: The mass media operate in a capitalistic environment. With few exceptions they are in business to make money. Advertisers pay the mass media for access to potential customers. Book publishers once relied solely on revenue from customers who buy the book. Now they charge film rights whenever hollywood turns a book into a movie or television program. Movies now benefit from dvds and vhs, and advertising rather than just what they make at the box office. Circulation-number of copies of a publication that circulate.
