Cross-media promotion and media synergy

Practies, problems, and policy responses

Authored by: Hardy Jonathan

The Routledge Companion to Advertising and Promotional Culture

Print publication date:  March  2013
Online publication date:  February  2013

Print ISBN: 9780415888011
eBook ISBN: 9780203071434
Adobe ISBN: 9781135095574


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The promotion by media firms of their allied media interests has become more widespread and strategically important across all media. Cross-media promotion takes a variety of forms, from the synergistic marketing of mega-brands, like X-Men, to promotional plugs in news media. Such practices have generated diverse critical concerns ranging from the distortion of news agendas by commercial interests, and the integration of media and marketing, through to concerns about the role of promotion in strengthening firms' market power. Yet, as this chapter explores, the influence of such concerns on how policies have been formulated and regulation adopted has weakened and remains problematic. One test for the salience of cross-media promotion as a regulatory issue emerged in 2010 when Rupert Murdoch's News Corporation announced its intention to acquire British Sky Broadcasting (BSkyB), in which it held a 39.1 percent share. This chapter considers cross-promotional practices, “problems,” and policy responses, first through an overview and then with specific reference to News Corporation.

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