Book Release: Media Engagement — Connecting with Audiences in Media Markets

IMMAA Communication
October 1, 2025
Newsletter
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Co-editors Mercedes Medina (University of Navarra, Spain) and David Kimber (Universidad de los Andes, Chile)

A landmark book edited by Dr. Mercedes Medina and Dr. David Kimber and published by Routledge features perspectives from IMMAA board members

A Global Perspective on Connecting with Audiences

The IMMAA community will be interested to read “Media Engagement: Connecting with Audiences in Media Markets,” published by Routledge last August. This is a landmark volume that was edited by IMMAA Executive Board member, Dr. Mercedes Medina, Full Professor in the Marketing and Media Management Department in the School of Communication at the University of Navarra in Spain, and Dr. David Kimber, Assistant Professor in the Marketing Department in the School of Business and Economics at Universidad de los Andes in Chile. Their academic partnership brings global expertise to an essential exploration of audience engagement in media markets.

The book features a rich array of contributions from respected scholars worldwide, including Patricia Phalen, Jacob L. Nelson, Alfonso Vara-Miguel, Gema Bellido, Mónica Herrero, Kate Ames, Marcela Campos Rueda, Manuel Goyanes, Kenton T. Wilkinson, Enrique P. Becerra, Ruba Mohd, Javier Serrano-Puche, Soontae An, Yujin Lee, José María Álvarez-Monzoncillo, Lluc Vila-Boix, Alicia Blanco-González, Patricia Diego, Enrique Guerrero-Pérez, Elena Martín-Guerra, Carmen Romano, and Rodrigo Guesalaga, whose chapters bring forth a comparative perspective on journalism, streaming platforms, neuroscience in media, and global market challenges.

Contributions to the Book from IMMAA Board Members

Besides the co-editor, two other IMMAA Board members provided chapters: Eli Noam contributed “Audience Engagement in Next-Generation Video: AI to the Rescue”; and Francisco Rolfsen Belda (São Paulo State University, Brazil) authored “From Influence to Trusted Engagement: Navigating the Impact of AI on the Transformation of the Brazilian News Landscape”. In addition to editing the anthology, Mercedes David co-authored two chapters: “Audience Engagement as Pillar of Sustainability of Media Companies: Now and Beyond” and “Quality Content as Audience Engagement Strategy.”

Comprehensive and international in scope, the book offers case studies, theoretical explorations, and practical solutions for scholars, students, and professionals in media management, media economics, media analytics, and marketing. Its coverage spans Asia, Europe, Latin America, Asia, the Middle East, and the United States, reinforcing the importance of innovative engagement strategies for sustaining media companies in the face of news avoidance, declining trust, and audience fragmentation.

“Media Engagement” is available in hardback and e-book formats from Routledge and can be accessed online at the following link: https://www.routledge.com/Media-Engagement-Connecting-with-Audiences-in-Media-Markets/Medina-Kimber/p/book/9781032955995

Service Information
Media Engagement: Connecting with Audiences in Media Markets
Edited By Mercedes Medina, David Kimber
Published: August 25, 2025, Routledge
ISBN: 9781003585671
278 Pages

How to Contribute to the IMMAA’s Newsletter Books Section

For those interested in contributing book reviews to the IMMAA Newsletter, we invite you to submit your perspectives and critical insights through the contact form at IMMAA’s website: https://immaa.org/contact-us. Sharing your review will raise awareness and enrich discussions among scholars and professionals in the field, and contribute to IMMAA’s commitment to global exchange. Join the conversation by submitting your book review to spotlight new titles in the field of media management and economics for the IMMAA community.