Internet Media and Marketing Plan information: the democratic postulate is that the media are independent and committed to discovering and reporting the truth, and that they do not merely reflect the world as powerful groups wish it to be perceived. Leaders of the media claim that their news choices rest on unbiased professional and objective criteria.... If, however, the powerful are able to fix the premises of discourse, to decide what the general populace is allowed to see, hear, and think about, and to "manage" public opinion by regular propaganda campaigns, the standard view of how the system works is at serious odds with reality. 70

This is also a reality that public journalism sidesteps no less than the traditional press. Public journalism is nothing more than a naively optimistic band-aid if it assumes that its audience-driven agenda will not run into headlong conflict with the powerful corporate interests that own or control an overwhelming share of conventional (i.e., non- Internet) media. And this is not an oh-by-the way observation. It represents a crucial and defining factor in the options that will be available—or not—to any form of future jour

Selling the Internet Media: Cross-Promotion .

 

After the mid-1990s, event promotion also served to sell the new media to American households. In this sense, it functioned as an instrument of cross-promotion (i.e., promotion of a product to the buyers of another product sold by the same seller). The expansion of the Web, for instance, resulted in promotional efforts in several emerging categories, including music. Already in December 1996, Rolling Stone and America Online had teamed up to offer Rolling Stone Online, featuring music news, reviews, features, and live interviews. Not to be outdone, Microsoft Network launched an online serialization of former Rolling Stone writer Fred Goldman book,

 

The Mansion on the Hill: Dylan, Young, Geffen, Springsteen, and the Head-On Collision of Rock and Commerce . Capitalizing on its brand popularity, Sony Online, in March 1997, launched a site that included an online music channel clubbed Siren. By mid-July, MTV Networks and Yahoo! rolled out their online music guide, clubbed Unfurled, heating up competition in the online music market. 54 In turn, sports events were being updated regularly on their respective websites (e.g., the Giants' website), which allowed the fans to follow scores, receive audio clips and game rosters-as well as get used to the medium.

 

About Internet Media

The phenomenon was not limited to sports, music, online and other major categories. It extended to drama, which some observers saw as the promotional locomotive for the new Internet media. In September 1997 NBC pulled an excellent season opening with a live Web cast and chat surrounding the season premiere of its top rated drama, ER. The ER cast performed the episode twice in order to give TV audiences on both coasts the chance to see it live.

 

The rebroadcast switched the two versions, showing the East Coast version to West Coast audiences and vice versa. The network also took advantage of all of its media outlets in publicizing the premiere. NBC used Extroversion, its large-screen Times Square television screen, to promote the cybercast, and links from the NBC, Warner Bros., and Talk City sites were also set up to funnel additional traffic to the site. Mary Devin Enzi, a spokeswoman for Talk City, believed that this had been the first time the Internet had been used so extensively to hype a television program: "Bringing it [TV] to the Internet is very new.

 

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Response Makers - Internet Media