This volume features contributions from WMEMC 2012, an international media conference held in Thessaloniki, Greece. It examines in both descriptive and analytical ways, how new media market consumption is evolving as a subdiscipline of media business. New media is an extension of traditional media industries, yet it is distinctly different in its nature and ability to build relationships among users. New media consumption patterns have transformed media—they have shattered the very idea of a linear and static medium. What electricity and combustion engine were to the early 20th century, software is to the early 21st century. New case studies and company profiles in this monograph provide practical examples of how media industry and market have successfully implemented these strategies, using the newest social media consumption and branding tools."
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