The document discusses how to analyze media institutions by looking at their ownership, operating model, products, market position, and competitors. It provides definitions for these key terms and encourages understanding the institution's structure and identifying important aspects. An example case study of the Hartlepool Mail newspaper is given to demonstrate what should be investigated for a chosen media company.

1. Media Institutions
Lesson 1

2. Lesson Goals
 Know the definitions of the main industry terms
 Understand the structure of a chosen media institution
 Be able to identify key aspects of a media institution
LO1 – Understand media products and the institutions that create them.
P1
Investigate a media institution of your choice to find out about:
• Ownership
• Operating Model
• Products
• Market Position
• Competitors

3. Definitions
Understand structure of institution
Be able to identify key aspects
Who has overall control?
Who is the biggest threat?
What do they do to achieve their aims?
What do they make?
Is the company doing well or struggling?

4. Definitions
#ownership #model
#competitor
Who has overall control?
Independent company, public service, multinational,
cross media, conglomerate, multimedia companies.
What do they do to achieve their aims?
How different parts of the institution
interact to the needs of the products
they produce.
Who is the biggest threat?
Direct competitors to the company, what about
advantages/disadvantages over competition?
Understand structure of institution
Be able to identify key aspects

5. Definitions
#ownership #model
#competitor
Fiction, non-fiction, magazines, newspapers, comics,
documentaries, children’s programmes, dramas, news,
comedies, entertainment, radio, film, animation, adverts.
Are they a market leader or a more
specialist media institution?
What do they make?
Is the company doing well or struggling?
Understand structure of institution
Be able to identify key aspects

6. Case Study
Hartlepool Mail is owned by Johnston Press, a
media company operating in England, Scotland
and Ireland. They have a portfolio of morning
and evening newspapers, Sunday newspapers,
weekly newspapers, free sheets and a variety
of magazines.
 Ownership – Johnston Press, based in
Edinburgh with flagship titles including
Yorkshire Post and The Scotsman.
 Products – Mainly print based including
newspapers and magazines but recently
ventured into online media and mobile
applications.
Understand structure of institution
Be able to identify key aspects
#ownership #model
#competitor

7. Case Study
 Operating Model – Editorial department
will ensure the content of the paper is
appropriate. Others include advertisement,
market research, sales and distribution.
 Market Position – Johnston Press are the
2nd largest local newspaper publisher in the
UK. Hartlepool Mail is on par with similar
publications, however, it’s web presence
show significant growth.
 Competition – Local newspapers including
Evening Gazette & Northern Echo however
no other six nightly evening newspaper to
make a direct comparison.
Understand structure of institution
Be able to identify key aspects
#ownership #model
#competitor

8. Your Task
Understand structure of institution
Be able to identify key aspects
#ownership #model
#competitor
 Review an independent or small
scale media company.
 Give a brief overview of the
company and explain:
 Ownership
 Operating Model
 Products
 Market Position
 Competitors
 Back up your research with some
key facts and acknowledge your
sources throughout.