Extended Case 1 deals with group owned media outlets in a major city or market, in this case Dallas-Forth Worth, Texas. Here are ideas for finding information about a market quickly: industry publications often publish analyses or profiles of media markets. Start by trying to locate such an article [e.g., see Hudson (2005a) for a profile of the Dallas-Forth Worth market. Mediaweek updates these profiles regularly so check to see if a more recent profile has been published for your market or city].
Professors: if you teach your media management course in a computer lab (or could for a short period of time), the class as a whole could take a class day or week to conduct an Internet, database and library search to locate information to share. The professor could organize an efficient search by assigning different search objectives to different students or teams.
For example, have a class discussion to generate an exhaustive list of search objectives and key words or terms to use for searching. Then assign one team to conduct a thorough search in Lexis-Nexis Academic Universe, another team in ABI/Inform ProQuest Direct, and a third team to search EBSCO. Assign a fourth team to conduct a thorough Internet search using Google or similar search engines. Assign a fifth team to go to the library to obtain Mediamark, Lifestyle Market Analyst, data from the Statistical Abstracts of the United States and other relevant published information. Assign a sixth team to make an appointment with a Reference Librarian to locate any other available or newer information or publications. Assignments are made until all major information sources available are covered.
Instruct all students to e-mail any useful articles or citations they find to the professor. Most online databases have an e-mail function for this purpose. If useful Internet sites are found, those Web addresses could be pasted into an e-mail message and sent to the professor. After the research is conducted, the professor can then e-mail the relevant articles and cites to the entire class or provide hard copies of selected materials. By dividing the major search goals and sharing what is found, much information to use in working on the case can be obtained quickly. Then the class is assigned to read all sources or assigned materials to discuss in the next class.
Your professor may divide the following online sources among individuals or teams in the class. These are examples of the types of sources that may be useful to you on the job. While these are for the Dallas-Fort Worth, Texas, market (as you’ll use them in Extended Cases 1 to follow), these same types of sources are available for cities and towns nationwide.
Online resources that may be useful for analyzing the Dallas-Forth Worth, Texas, market are listed next. These sources are listed to provide ideas for the types of sources available for other markets or cities. Remember these addresses may change after publication so titles are provided to assist in locating them.
· About TexasTexas State Library and Archives Commission.
www.tsl.state.tx.us/ref/abouttx/index.html
Be sure to visit and carefully search this site.
· American Indian Chamber of Commerce of Texas
www.aicct.com
Use sites like these to find member lists of ethnic businesses in Dallas/Fort Worth.
· Arlington City Web Site
www.ci.arlington.tx.us
· Arlington Independent School District (2006)
www.arlington.k12.tx.us
· Business and Industry Data Center (2006)
State of Texas. http://www.bidc.state.tx.us/
Be sure to visit the BIDC Maproom that provides demographic, employment, income, and other information
· CEO Express—Connecting busy executives to information that matters
www.ceoexpress.com
· City of Dallas Office of Cultural Affairs
www.dallasculture.org
· ClickZ Network—Solutions for Marketers
www.clickz.com
· Dallas Black Chamber of Commerce
www.dbcc.org
· Dallas City Web Portal
www.dallascityhall.com
· Dallas/Fort Worth Search Engine Marketing Association
www.dfwsem.org
· Dallas Independent School District
www.dallasisd.org
· Dallas Morning News
www.dallasnews.com
· Dallas Observer
www.dallasobserver.com
See their blogs page at www.dallasobserver.com/blogs/
· Dallas Office of Economic Development
www.dallas-edd.org
· Dallas Police Department
www.dallaspolice.net
· Digest of Education Statistics—NCES/National Center for Education Statistics
http://nces.ed.gov/programs/digest/
· Federal Bureau of Investigation—Dallas Field Office
http://dallas.fbi.gov/dallas.htm
· FBI Uniform Crime Reports
www.fbi.gov/ucr/ucr.htm
· Federal Reserve Bank of Dallas
http://dallasfed.org
· Federal Reserve Bank of St. Louis
http://stlouisfed.org
There may be a Federal Reserve Bank closer to your city.
· Fort Worth City Web Site
www.fortworthgov.org
· Fort Worth Chamber of Commerce
www.fortworthcoc.org or www.fortworthchamber.com
· Fort Worth Independent School District
www.fortworthisd.org/
· Fort Worth Introduction (2006). A statistical profile of Fort Worth and the Fort Worth-Arlington Metropolitan Division.
www.fortworthcoc.org/eco/docs/Intro2006.pdf
· Fort Worth Star-Telegram
www.dfw.com
· GDAAC: Greater Dallas Asian American Chamber of Commerce.
www.gdaacc.com/
· Greater Dallas Chamber of Commerce
www.gdc.org/
www.dallaschamber.org
Carefully review sites like this for the wealth of online data they typically offer. They may be listed under several addresses.
· Greater Dallas Hispanic Chamber of Commerce
www.gdhcc.com/index.html
· KTVT CBS 11
http://cbs11tv.com
· KDFW FOX TV 4
www.myfoxdfw.com
· WFAA ABC TV 8
www.wfaa.com
· KXAS NBC 5
www.nbc5i.com
· Mobile Marketing Association
www.mmaglobal.com
Data and case studies are available here to give you ideas on mobile or digital services and campaigns.
· NADbase Newspaper Audience Database Spring 2006—Newspaper Association of America www.naa.org/nadbase/2006_NADbase_Report.pdf
· NCTCOG: North Central Texas Council of Governments.
www.nctcog.org
Also click on the Population Estimates link for data.
· Real Estate Market Overview 2006. Dallas-Forth Worth-Arlington. College Station: Texas A & M University Real Estate Center.
http://recenter.tamu.edu/mreports/DallasFWArl.pdf
· Texas Instruments
www.ti.com
· Texas K–12 Schools on the Web
www.tenet.edu/schools/texas.html#regxi
· Texas Online—Texas at Your Fingertips
www.texas.gov
· Top 100 Newspaper Web Sites—Newspaper Association of America
www.naa.org/nadbase/Top_100_Newspaper_Web_Sites.pdf
· Total Newspaper Web Site Audience—Newspaper Association of America
www.naa.org/nadbase/Nielsen_TotalWebAudience_06.pdf
· U.S. Census Bureau
www.census.gov
· Check out the Population Finder, Area Profile, and Economic Indicators.
U.S. Census Bureau American Community Survey
www.census.gov/acs/www
· U.S. Census Bureau Fact Finder
http://factfinder.census.gov
· U.S. Census Bureau—Computer Use and Ownership
www.census.gov/population/www/socdemo/computer.html
· U.S. Census Bureau—The 2006 Statistical Abstract
www.census.gov/compendia/statab
· U.S. Census Bureau—Computer and Internet Use in the United States: 2003
www.census.gov/prod/2005pubs/p23-208.pdf
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BackgrounderInformationSeekingInformationtoSolveProblemsandMakeDecisions.docx
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