Page 9 - Convergent Journalism an Introduction Writing and Producing Across Media

CONTENTS

Media Advertising: A Game of Eyeballs 168
Weaving a Web of New Media 169
Searching for Ad Revenues on the Web 170
E-Mail: The Internet Killer APP That’s Getting Spammed 171
Making It Personal on the Internet 171
Staying Connected with Instant Messaging 172
Let the Games Begin 174
Blogs Move Mainstream . . . and Mobile 175
Advertising Grows as New Digital Media Evolves 176
Advertisers Evolve to Multimedia 176
Personalized Media: The Future of Advertising 178
The Consumer Has the Power 179

12 Robert S. Pritchard, Assistant Professor of Journalism 185
Multimedia Public Relations

Public Relations in the Digital Age: What’s Changed and What Hasn’t 186

viii Using Multimedia to Build Relationships 190
193
Using Multimedia to Communicate with the Media
Using Multimedia to Communicate with Employees 197
Using Multimedia to Communicate with Communities 200
Conclusion 201

13 205
Where Do We Go from Here? Possibilities in
a Convergent Future
Stephen Quinn, Professor of Journalism, and
Vincent F. Filak, Assistant Professor of Journalism

“The Future” of Media 207
Changes in How We Work, Not What We Do 208
Everything Is Knowable 210

About the Authors 213
Index 219