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Cross promotion of online counterparts of the leading US newspapers

By Mato Brautović


This paper discusses the relationship between economic convergence and journalistic convergence. Economic convergence means businesses combine different media to take advantage of all the different properties. It is theoretically based on Convergence Continuum, which explains how to use different forms of media convergence and that the amount of cooperation and interaction can differ from partnership to partnership, depending on the needs of the partners. Apart from marketing value, cross promotion is a good indicator for determining the level of journalistic convergence. The purpose of journalism convergence is to produce higherquality news, regardless of the delivery platform. This study examines cross-promotion practices at USA Today and The NY Times

Topics: economic convergence; journalistic convergence; cross promotion; The NY Times; USA Today
Publisher: University of Dubrovnik
Year: 2010
OAI identifier:

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