First published in 2004, this excellent survey of the world's dominant media brands is now in paperback. Tungate selects the 20 most influential conduits across broadcasting, newspapers, magazine and information providers, and offers a succinct but informative overview of their past and present and suggests the factors which established their success in what is undoubtedly a brutally competitive arena. Many readers may already be familiar with the story behind, say, MTV or Playboy, both included. As a result the most interesting tales are probably those of the newspaper giants, especially the ones established at a time when newsprint was the only mass medium. Tungate tackles the IHT, WSJ and New York Times from the US, as well as the UK Times and FT, and four leaders from continental Europe. Others brands featured include Vogue and National Geographic, BBC World and CNN and information providers Reuters and Bloomberg. Inevitably, the self-imposed limit of 20 brands leaves some noticeable gaps, not least feminine bibles Cosmo and Elle, localized giants like The Sun newspaper from the UK, or perhaps the new phenomenon of internet media such as Yahoo. Tungate has attempted to select a small but balanced elite of brands which are not only the most international but also make for the most interesting reading. Any list has to stop somewhere, and if nothing else, this one leaves Tungate plenty of room for a follow-up volume. 

Added 1st December 2005