Volume : 3, Issue : 2, February - 2014

Media–Marketing Paradigm—An analytical study of Paid News in Indian Media

Danish Nabi, Malik Zahra Khalid, Aaliya Ahmed

Abstract :

Marketing has become the essence of contemporary business scene in the hurriedly corporatizing world. And the growth of media at pace with the corporate world, and as a corporate in itself, has presented both a viable option and a stiff challenge to the corporate houses for establishing their presence among the competing many. Traditional marketing pattern notwithstanding, the changing, media scenario has enforced transformation in the marketing policies. The corporate houses are engineering ways of using media to their benefit without involving the worn-out patterns of advertising. Paid news has recently become exposed as a tool-in-use for promoting and projecting, apart from the politicians, the business houses. And this media induced trend is fast becoming accepted by the corporate as well by the audiences that now seem to be consenting to the transformation in the working pattern of the media houses.