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‘An Evaluation of How Advertising Agency and Direct Marketing Agency are being Influenced by Media Convergence and Fragmentation.’

A good selection of academic and business references, especially relevant academic journal articles, some general references on media fragmentation and convergence:
Baldwin, T. F., McVoy, D. S., & Steinfield, C. (1997). Convergence: Integrating Media, Information & Communication: Wiley Online Library.
Chalif, R. (2011). Political Media Fragmentation: Echo Chambers in Cable News. Electroni Media and Politics, 1(3), 46-65.
Chambers, T. (2011). Audience Evolution: New Technologies and the Transformation of Media Audiences. Journal of Communication, 61(4), E1-E4. doi: 10.1111/j.1460- 2466.2011.01572.x
Chon, B. S., Choi, J. H., Barnett, G. A., Danowski, J. A., & Joo, S.-H. (2003). A Structural Analysis of Media Convergence: Cross-Industry Mergers and Acquisitions in the Information Industries. Journal of Media Economics, 16(3), 141-157. doi: 10.1207/s15327736me1603_1
De Mooij, M. (2003). Convergence and Divergence in Consumer Behaviour: Implications for Global Advertising. International Journal of Advertising, 22(2), 183-202.
Dwyer, T. (2010). Media Convergence: Open University Press.
Gamson, W. A., Croteau, D., Hoynes, W., & Sasson, T. (1992). Media Images and the
Social Construction of Reality. Annual Review of Sociology, 18(ArticleType: research-article / Full publication date: 1992 / Copyright © 1992 Annual Reviews), 373-393. doi: 10.2307/2083459
Huang, E., Davison, K., Shreve, S., Davis, T., Bettendorf, E., & Nair, A. (2006). Facing the Challenges of Convergence: Media Professionals’ Concerns of Working across Media Platforms. Convergence: The International Journal of Research into New Media Technologies, 12(1), 83-98. doi: 10.1177/1354856506061557
Iveson, K. (2012). Branded Cities: Outdoor Advertising, Urban Governance, and the Outdoor Media Landscape. Antipode, 44(1), 151-174. doi: 10.1111/j.1467- 8330.2011.00849.x
Jenkins, H. (2001). Convergence? I Diverge. Technology review, 104(5), 93.
Jenkins, H. (2004). The Cultural Logic of Media Convergence. International Journal of
Cultural Studies, 7(1), 33-43. doi: 10.1177/1367877904040603
Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide: NYU
press.
Rust, R. T., & Oliver, R. W. (1994). The Death of Advertising. Journal of advertising,
71-77.
Turow, J. (2011). Media Today: An Introduction to Mass Communication: Taylor &
Francis.
Webster, J. G., & Ksiazek, T. B. (2012). The Dynamics of Audience Fragmentation: Public Attention in an Age of Digital Media. Journal of Communication, 62(1), 39-56. doi: 10.1111/j.1460-2466.2011.01616.x

 

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