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A Word from Our SponsorAdmen, Advertising, and the Golden Age of Radio$
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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

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(p.282) Conclusion
A Word from Our Sponsor

Cynthia B. Meyers

Fordham University Press

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

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