Show Less
Restricted access

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.
Show Summary Details
Restricted access

5. News International: A Study of Editorial Cross-Promotion



News International: A Study of Editorial Cross-Promotion

Rupert Murdoch gets a mixed press: half of it he owns, the other half is bad. Now there’s a surprise.

AA Gill (1998) The Sunday Times 22 November

That Murdoch-owned newspapers have been used as vehicles to promote News Corporation’s other media and corporate interests is a largely accepted charge and commonplace observation. It appears in numerous academic works and student textbooks (Miller 1994: 25–26; Curran and Seaton 1997: 83; O’Malley 1994: 38; Tunstall 1996: 126; Keeble 2001: 114; O’Sullivan et al. 1998: 161). However, some scholars have objected that while there is evidence of such promotion, and numerous accounts by journalists themselves (for instance Evans 1994: xix), evidence remains largely anecdotal (Street 2001:133–139; see also Sadler 1991: 36). Others object that explanations of corporate or proprietorial influence have been both analytically weak and difficult to prove (McQuail 1992:119–120). In November 2007 Murdoch met members of the House of Lords Select Committee on Communications (2007) in New York; he ‘insisted that there was no cross-promotion between his different businesses. He stated that The Times was slow to publish listings for Sky [television] programmes. He also stated that his own papers often give poor reviews of his programmes’.

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.