Media marketing

Media marketing describes the marketing work for mass media . Depending on the type of media, this includes book marketing, press marketing, internet marketing or online marketing, radio marketing, television marketing, film marketing, etc.

Media marketing has to consider the duality of the media markets, since most media work in two markets: the public market as a user of the content and the advertising market as a user of the contact options offered by the medium to the readers / listeners / users. In addition, there have been other markets for some time, e.g. B. the market for the re-use of content (resale of certain articles / contributions to third media), the rights and license market (resale of complete magazine concepts or books for translation in other countries), the market for merchandise (e.g. tickets, book series, etc.) .) or the market for the "re-use" of subscriber addresses. The latter means that press publishers with subscription business rent out their address lists for direct marketing campaigns.

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• Steffen Hillebrecht: Marketing for press publishers. 2nd edition, LIT Verlag, Münster / Westf. 2009, ISBN 978-3-8258-5697-7 .
• Thomas Breyer-Mayländer, Christof Seeger: Media Marketing. Vahlen Verlag, Munich 2006, ISBN 3800633280 .