Professor Picard's research focuses on economic structures of media markets, media industries and firms, demand for media products and services, business models and strategies of media operations, productivity of media firms, financial performance, and government policies affecting economic aspects of media. His research has involved newspapers, advertising, broadcasting, and new media.
Professor Picard is the author and editor of 300 books, editor of the Journal of Media Business Studies and is the founding editor of the Journal of Media Economics. He has been on the faculties of Jonkoping International Business School, Turku School of Economics and Business Administration, California State University, Emerson College, and Louisiana State University. He has also served as a visiting professor at the University of Paris, Shanghai University, the University of Amsterdam, and the Catholic University of Portugal.
He has received numerous grants and contracts for research. He is a consultant to ministries and government agencies and numerous media companies and labour organisations worldwide.