Abstract
Societal and industry changes, like increasing competition, lower profits, ownership concentration, inequality, and interference from stakeholder groups create a management environment where media organizations will only succeed through appropriate marketing philosophies. This article outlines how a production orientation traditionally guided media organizations. The production-orientation approach, however, seems outdated and the authors argue that by adopting a marketing orientation and treating news as a service to citizens rather than a commodity to consumers, media organizations might be more effective and efficient.