The present article aims to shed light on the broader paradigm change that has led to native
advertising as a revenue model for the publishing business recently. The early emergence …

Although owned media formats that pursue brand-policy objectives have been receiving
considerable attention in industries since the beginning of the millennium, virtually no …

In an increasingly competitive media market, branding is a potent tool in the hands of media
firms. Though significant developments have taken place in the realm of practice, there is …

Marketing literature provides a wide range of recommendations on how to do marketing
communication. However these cannot be adopted on a one-to-one basis by media brands …

This chapter reviews the state of the media marketing and branding literature and proposes
suggestions for future research. Media marketing is the marketing of media companies and …

Due to their properties and market structures media products and services depend on
trusted brands and good reputation for their success, the more so since the arrival of …

Abstract Information subsidies from military and civilian public relations practitioners receive
varying degrees of acceptance by media gatekeepers. Using an experimental design, this …

This article asks what the impact is of ownership concentration and deconcentration on
editorial cross-media selfpromotion. Zooming in on two significant ownership changes in the …

El futuro de la prensa y del periodismo es sin lugar a dudas uno de los temas estrella en el
debate sobre la actualidad de los medios. La grave situación económica y la profunda crisis …

In the light of profound transformation processes sha** news media markets during the
last decade, in particular local and regional news markets are confronted with consolidation …