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From “the end of advertising as we know it” to “beyond content”? Changes in advertising and the impact on journalistic media


Siegert, Gabriele (2013). From “the end of advertising as we know it” to “beyond content”? Changes in advertising and the impact on journalistic media. In: Nienstedt, Heinz-Werner; Russ-Mohl, Stephan; Wilczek, Bartosz. Journalism and media convergence. Berlin & Boston: de Gruyter, 29-40.

Abstract

The advertising industry and the media industry have long been tied together to reach their main objectives. The advertising industry used media as ad vehicles to embed and transport their ad messages and the media needed advertising
money to finance and subsidize their activities. Additionally the advertising income of media outlets depends on economic changes – be they cyclical or structural. Journalistic media seem to be more affected by cyclical downturns than other media types, and they seem to be at least as much affected by structural changes than other media. Structural changes in advertising as well as the possibility to combine advertising in new ways, lead to a loss of advertising money for journalistic media. While advertising money is still important in the financing of journalistic media, at the moment the future of this funding source is unclear. Most likely, advertising revenue will not be large enough to finance newsrooms that are designed to make important contributions to democratic societies.

Abstract

The advertising industry and the media industry have long been tied together to reach their main objectives. The advertising industry used media as ad vehicles to embed and transport their ad messages and the media needed advertising
money to finance and subsidize their activities. Additionally the advertising income of media outlets depends on economic changes – be they cyclical or structural. Journalistic media seem to be more affected by cyclical downturns than other media types, and they seem to be at least as much affected by structural changes than other media. Structural changes in advertising as well as the possibility to combine advertising in new ways, lead to a loss of advertising money for journalistic media. While advertising money is still important in the financing of journalistic media, at the moment the future of this funding source is unclear. Most likely, advertising revenue will not be large enough to finance newsrooms that are designed to make important contributions to democratic societies.

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Additional indexing

Item Type:Book Section, not refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Mass Communication and Media Research
Dewey Decimal Classification:700 Arts
Uncontrolled Keywords:interactive advertising, integrated advertising, personalized advertising, conversation and recommendation as ad objectives
Language:English
Date:2013
Deposited On:21 May 2013 11:13
Last Modified:05 Apr 2016 16:47
Publisher:de Gruyter
ISBN:9783110302882
Free access at:Publisher DOI. An embargo period may apply.
Publisher DOI:https://doi.org/10.1515/9783110302899
Related URLs:http://www.recherche-portal.ch/zbz/action/display.do?fn=display&vid=ZAD&doc=ebi01_prod009768410 (Library Catalogue)

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