Cross-Media Promotion

"Cross-Media Promotion" is a comprehensive examination of a central feature of the contemporary media landscape: the mutual promotion of media and their associated interests. This academic book analyzes various forms of cross-promotion, including synergistic marketing strategies for mega-brands like Harry Potter, as well as the integration of media content and advertising. It highlights the dynamics of cross-media promotion in a converging media environment and draws on numerous examples from the USA and the United Kingdom. The author, Jonathan Hardy, combines scholarly literature with a clear and accessible writing style, addressing the practices of the media industry, media policy, and media theory. The book offers a critical assessment of the political responses to cross-promotion and discusses the challenges posed by the increasing power of media and markets.