Review article

Cross promotion of online counterparts of the leading US newspapers

Mato Brautović

Abstract

This paper discusses the relationship between economic convergence and journalistic convergence. Economic convergence means businesses combine different media to take advantage of all the different properties. It is theoretically based on Convergence Continuum, which explains how to use different forms of media
convergence and that the amount of cooperation and interaction can differ from partnership to partnership, depending on the needs of the partners. Apart from marketing value, cross promotion is a good indicator for determining the level of journalistic convergence. The purpose of journalism convergence is to produce higherquality
news, regardless of the delivery platform. This study examines cross-promotion practices at USA Today and The NY Times.

Keywords

economic convergence; journalistic convergence; cross promotion; The NY Times; USA Today

Hrčak ID:

55352

URI

https://hrcak.srce.hr/55352

Publication date:

5.4.2010.

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