Jump to ContentJump to Main Navigation
A Word from Our SponsorAdmen, Advertising, and the Golden Age of Radio$
Users without a subscription are not able to see the full content.

Cynthia B. Meyers

Print publication date: 2013

Print ISBN-13: 9780823253708

Published to Fordham Scholarship Online: September 2015

DOI: 10.5422/fordham/9780823253708.001.0001

Show Summary Details
Page of

PRINTED FROM FORDHAM SCHOLARSHIP ONLINE (www.fordham.universitypressscholarship.com). (c) Copyright Fordham University Press, 2017. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a monograph in FSO for personal use (for details see http://www.fordham.universitypressscholarship.com/page/privacy-policy).date: 20 November 2017

Conclusion

Conclusion

Chapter:
(p.282) Conclusion
Source:
A Word from Our Sponsor
Author(s):

Cynthia B. Meyers

Publisher:
Fordham University Press
DOI:10.5422/fordham/9780823253708.003.0011

Just like the advent of television in the 1920s and 1930s, the advent of digital media in the twenty-first century created another shift in the advertising industry. This chapter concludes that the streaming of digital media over the Internet undermines traditional business models as viewers seek to avoid both advertising and the paying of subscription fees. Because of this, advertisers once again seek new strategies for locating and engaging audiences. The advertising industry is reconsidering advertising media as “owned,” “paid,” or “earned.” Owning media is similar to sponsorship, wherein the advertiser owns the content, the platform, and the site, and so controls the advertising and its context. Paid media is the traditional form of advertising media, in which advertisers buy airtime or page space in order to reach audiences. In earned media, the advertiser's message is usually spread by social media.

Keywords:   digital media, advertising industry, Internet, advertising media, owning media, paid media, earned media, social media

Fordham Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .