Be the first to like this
Presentation given at the European Media Management Association (EMMA) conference. Paris, February 13th and 14th, 2009.
Embedded publishing refers to the rising phenomenon of organisations and individuals who have started publications in support of their primary goal. This ranges from blogging politicians to professional football clubs offering web television to their fans. Their products, which are often offered to the audience free of charge, might pose a serious threat to incumbent media. Because these new publishers now are their own media outlet, they become less dependent of the traditional media
for getting their messages across. This paper presents an analysis of eight Flemish and Dutch
embedded publishers and conceptualises the results of this case study. Subsequently, it offers five strategies for especially the newspaper industry to deal with this new development.