Управление на медийните организации – трудният баланс на бизнес и журналистика
Managing Media Organizations – the Difficult Balance of Business and Journalism

Author(s): Aneta Milkova
Subject(s): Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: media service provider; media organization; media service; media management; media pluralism
Summary/Abstract: The topic of media organizations/enterprise management is directly related to media and journalism in so far as the media create content/products that they market to audiences and advertisers’ market. The successful positioning of the media market depends on the quality of the offered media product and the degree of satisfaction with the needs of individual audiences. These heterogeneous activities in the process of creating, distributing, advertising, and selling media content are within the competence of the management of the media organization. In the article, I will look at the peculiarities of the management of media organizations and will seek an answer to the question of whether the principles of management apply to them, as well as in which scientific field we can position media management – in the scientific field of economics, law, information science or journalism.

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