Introduction

Transmedia Storytelling in Action

In the good old days – actually, not that long ago – market development for a new product or service launch was considered to be predictable. A skilled marketing communications or PR person would contact “the media” and pitch them the same story – over, and over again.

That repetition resulted in a crescendo of editorial coverage — as that limited list of qualified journalists recited the “messaging” to their assumed to be receptive audience. Any reported market buzz was typically followed by a prolonged period of relative obscurity.

 

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Introduction by David H. Deans is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License, except where otherwise noted.

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