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Cross-Media Promotion

Jonathan Hardy

Cross-Media Promotion is the first book-length study of a defining feature of contemporary media, the promotion by media of their allied media interests. The book explores the range of forms of cross-promotion including synergistic marketing of mega-brands such as Harry Potter; promotional plugs in news media; repurposing media content, stars and brands across other media and outlets; product placement, and the integration of media content and advertising.
Incorporating specialist literature, yet written in a clear, accessible style, the book combines three areas of study: media industry practices, media policy, and media theory. It examines the dynamics of cross-media promotion across converging media, drawing on a range of examples from the United States and the United Kingdom. Synergy and intertextuality are explored alongside critical debates about the ‘problems’ of cross-promotion. The book also offers a critical evaluation of media policy responses from the late 1980s to the present, which the book argues, have failed to grapple with the problems of media power, market power and commercialism generated by intensifying cross-media promotion.


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I would like to thank all those who gave generously of their time to answer my questions and all those colleagues, fellow researchers and students who have provided a vital mix of advice, encouragement and example. I am very grateful to all those who commented on earlier incarnations or sections of this work including Des Freedman, Peter Goodwin, Tom O’Malley, David Hesmondhalgh, Janet Wasco, Daya Thussu, Julian Petley, Granville Williams, Pat Holland, Barry White, Mark Wheeler, Chad Raphael, Andrew Blake, Matthew McAllister. I would like to thank those who agreed to be interviewed for studies in this book, especially Michael Begg, Ian Blair, Lord Borrie, Robin Foster, Tim Gopsill, Jane Reed, John Sadler, Mike Smith, Raymond Snoddy, Irwin Stelzer, and Richard Tait. I wish to thank my colleagues at the University of East London, at Goldsmiths College, London and in the Campaign for Press and Broadcasting Freedom. Mary Savigar at Peter Lang has been creatively engaged throughout and I am deeply grateful for her contribution and support. I would especially like to thank my doctoral supervisor Professor James Curran for his enduring generosity, guidance and vision. Jessica and Sean were both born during the early stages of research for this book. For them, for everything, I thank Gill, the greater maker.

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