Lulu Marketplace

Digital media have lowered the barriers for producing and distributing content. The active user, reader, viewer is born and receives proper attention. One other category however, with potentially a much higher impact, is mostly overlooked. These are the embedded publishers: the commercial entities, societal organisations and governmental bodies that do not have publishing as their main goal but nevertheless start controlling their communications with in-house produced, embedded information outlets. This publication explores the new phenomenon on the basis of a number of case studies in Belgium and the Netherlands, analyses the consequences for the information landscape and offers a range of response scenarios for the traditional media.