The SAGE Key Concepts series provide students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension. Key Concepts in Journalism offers a systematic and accessible introduction to the terms, processes, and effects of journalism;a combination of practical considerations with theoretical issues; and further reading suggestions. The authors bring an enormous range of experience in newspaper and broadcast journalism, at national and regional level, as well as their teaching expertise. This book will be essential reading for students in journalism, and an invaluable reference tool for their professional careers.

Online Advertising

Online advertising

The world wide web was slow to take off as an advertising medium in its early years (Clapperton, 2003) and many companies stopped advertising in the online media by 1999, instead using traditional media to draw customers to their websites (J. Hall, 2001: 167). However, there have been signs that online advertising has started to recover in line with improved general economic conditions (Clapperton, 2003).

Internet users have not responded favourably to online advertising formats such as banner ads, usually situated above the name of the online publication at the top of a web page and which links to the advertiser's website (ibid.). Banner ads were first introduced by Hotwired and are used widely on the web (Whittaker, 2000: 139).

Other, even less successful, ...

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