CrossMedia Promotion is the first booklength study of a defining feature of contemporary media the promotion by media of their allied media interests. The book explores the range of forms of crosspromotion including synergistic marketing of megabrands such as Harry Potter promotional plugs in news media repurposing media content stars and brands across other media and outlets product placement and the integration of media content and advertising. Incorporating specialist literature yet written in a clear accessible style the book combines three areas of study media industry practices media policy and media theory. It examines the dynamics of crossmedia promotion across converging media drawing on a range of examples from the United States and the United Kingdom. Synergy and intertextuality are explored alongside critical debates about the problems of crosspromotion. The book also offers a critical evaluation of media policy responses from the late 1980s to the present which the book argues have failed to grapple with the problems of media power market power and commercialism generated by intensifying crossmedia promotion.