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　　If Rupert Murdoch and Sumner Redstone are so smart, why are

their stocks long-term losers?

We live in the age of big Media, with the celebrity moguls

telling us that "content is king." But for all the excitement,

glamour, drama, and publicity they produce, why can't these moguls

and their companies manage to deliver better returns than you'd get

from closing your eyes and throwing a dart? The Curse of the Mogul

lays bare the inexcusable financial performance beneath big Media's

false veneer of power.

By rigorously examining individual media businesses, the authors

reveal the difference between judging a company by how many times

its CEO is seen in SunValley and by whether it generates

consistently superior profits. The book is packed with enough

sharp-edged data to bring the most high-flying, hot-air filled

mogul balloon crashing down to earth.

Acknowledgments

Introduction The Curse of the Mogul

PART I  The Framework

The Media Landscape

The Landscape of Competitive Advantage

The Structure of Media Industries

Debunking Media Myths

The Internet Is Not Your Friend

PART II The Segments and the Strategies

Content Is Not King: Movies, Music, and Books

Efficient Operations in Media:

Do You Think I'm Sexy?

Putting It All Together:

Networks and Databases

Managing Competition in Media:

Can't We All Just Get Along?

……

　　Jonathan A. Knee is the author of The

Accidental Investment Banker. He is also director of the Media

program at Columbia Business School.

　　Bruce C. Greenwald, an economist, is the Robert Heilbrunn

Professor of Finance and Asset Management at Columbia Business

School.

　　Ava Seave is cofounder of the consulting firm Quantum

Media.

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书籍介绍

If Rupert Murdoch and Sumner Redstone are so smart, why are their stocks long-term losers?

We live in the age of big Media, with the celebrity moguls telling us that "content is king." But for all the excitement, glamour, drama, and publicity they produce, why can't these moguls and their companies manage to deliver better returns than you'd get from closing your eyes and throwing a dart? The Curse of the Mogul lays bare the inexcusable financial performance beneath big Media's false veneer of power.

By rigorously examining individual media businesses, the authors reveal the difference between judging a company by how many times its CEO is seen in SunValley and by whether it generates consistently superior profits. The book is packed with enough sharp-edged data to bring the most high-flying, hot-air filled mogul balloon crashing down to earth.