Thursday, July 19, 2012

Combining paid, owned and earned media

In a post from earlier this year, I gave my thoughts on the blurring boundaries between paid, owned and earned media . I was therefore very keen to read the report from research and advisory company Altimeter Group on 'The Converged Media Imperative'. This paper lays it out clearly, that brands now need to combine the different media channels of paid, owned and earned to get the most from them. 

Now to me, this is hardly a revelation and it is great that this report has been published. My post from last April suggested that rather than there being definitive boundaries between the three, there's significant cross-over. And this is the point Altimeter have explained too. In fact our models of this integration are incredibly similar, see below:

My diagram to show the blurring
(The star representing press releases)

Altimeter's diagram showing the convergence of paid, owned & earned
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