Review of Publishing Through Convergence and Integration in the Context of Advertising

Abstract

Breakthroughs in new communication technologies were influenced parties of convergence differently over time. In this study, new ideas created by these relevant technological developments were described through the user and publisher's side of view. The literature review was used to explore the main technical outputs for both traditional and new media environments. The study is important to understand the main effects of horizontal and vertical integration processes on the structures that use publishing activities involved in new online environments. Therefore, this study was aimed to review the possible connections that emerged through the effects of convergence and structures of integrations. The findings obtained from the literature review have shown that horizontal integration in the context of convergence has critical importance for online publishing media organizations. Another important finding is that notions such as banner blindness problem, freemium product or frequency capping, were emerged through convergence that enabled different interactions between user and publishing mechanism.