Download or read book MEDIA SOURCES GO SOLO - the Emerging Practice of Embedded Publishing written by Sander Spek and published by Lulu.com. This book was released on 2009-09-15 with total page 94 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.