Cross-Media Promotion is the first book-length study of a defining feature of contemporary
media the promotion by media of their allied media interests. The book explores the range of
forms of cross-promotion including synergistic marketing of mega-brands such as Harry Potter
promotional plugs in news media repurposing media content stars and brands across other media
and outlets product placement and the integration of media content and advertising.
Incorporating specialist literature yet written in a clear accessible style the book
combines three areas of study: media industry practices media policy and media theory. It
examines the dynamics of cross-media promotion across converging media drawing on a range of
examples from the United States and the United Kingdom. Synergy and intertextuality are
explored alongside critical debates about the 'problems' of cross-promotion. The book also
offers a critical evaluation of media policy responses from the late 1980s to the present
which the book argues have failed to grapple with the problems of media power market power
and commercialism generated by intensifying cross-media promotion.
