Exploiting new forms of traditional media

One of the newest forms of traditional media that, in my experience, involves a paid component would be the world of podcasts, which is a new spin on radio content. Podcasts are often hyper-niche and listeners are often more actively listening than that of radio.

Another new form of traditional media that I’ve been exploiting successfully recently has been editorial-style adverts through online news outlets. Acting the same as an editorial story in a newspaper, the advertorial is a paid article is designed to position a client as an expert in their field and is often entirely controlled by the client and not a journalist. One downside of the advertorial is “that it is sometimes difficult to distinguish between an advertising article and ordinary journalistic articles, particularly when they appear in the same typeface as the other contents of the newspaper or magazine.” (J.Law. 2013. Business: The Ultimate Resource.)

Advertorial. (2011). In J. Law, Business: the ultimate resource. (3rd ed.). [Online]. London: A&C Black. Available from: http://ezproxy.falmouth.ac.uk:2048/login?qurl=https%3A%2F%2Fsearch.credoreference.com%2Fcontent%2Fentry%2Fultimatebusiness%2Fadvertorial%2F0%3FinstitutionId%3D4357 [Accessed 15 July 2018].

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