The textbook identifies three core functional areas that any publication must manage effectively:

1. Editorial: The most important department, responsible for all content — news gathering (field staff/reporters assigned to beats), writing, editing, opinion pieces, and overall editorial policy. Headed by an editor who is ultimately responsible for all published content.
2. Business: Manages financial operations including the advertising department (generating revenue through classified and display ads), circulation department (maximising readership), and accounts department (salaries, procurement, audit reports).
3. Technical/Press: Manages the printing machinery, ensures the newspaper is printed and ready for distribution by deadline, handles newsprint procurement, plate-making, inking, and all mechanical aspects of production.

Effective media management requires managers who understand all three areas, as a failure in any one of them can compromise the entire publication.