In an increasingly cluttered media landscape, an elite group of brands stands out: newspapers, magazines and broadcasters with longevity, power, and instant brand recognition. Over decades - and often centuries - they have consolidated their positions against fierce competition, the rise and fall of the global economy and the emergence of the Internet. How have they succeeded? What marketing strategies have enabled them to thrive and survive in such a spectacular fashion? Can they maintain their seemingly impregnable status in the new century? Journalist and author Mark Tungate takes us behind the scenes to reveal what it takes to be a great media brand. For the first time, we are given a rare insight into this fascinating world, and its key movers and shakers. Written in a crisp journalistic style, stuffed with facts, yet an entertaining read, Media Monoliths is the first book to provide an in-depth analysis of 20 of the world's most famous media brands. Using history, anecdotes and exclusive interviews with senior management and editors, the author attempts to identify the magic formula that has enabled a handful of media giants to dominate the global media landscape. Media Monoliths will appeal to anybody interested in successful brands, how they are marketed and the people behind them. For all those studying or working in the media, it should be compulsory reading.
