The article below, from "The New York Times", shows the concept of synergy has moved beyond media. It also reflects vertical integration, since the three networks mentioned have a single owner. The publishing company and the production company were also owned by the same group until recently. Finally, it is a good example of partnerships between disparate organizations like media companies, non-profit science organizations, and museums.
The New York Times - "Seeking a Missing Link, and a Mass Audience"
"But the event, which will coincide with the publishing of a peer-reviewed article about the find, is the first stop
in a coordinated, branded media event, orchestrated by the scientists and the History Channel, including a
film detailing the secretive two-year study of the fossil, a book release, an exclusive arrangement with ABC
News and an elaborate Web site."
"‘Any pop band is doing the same thing,’ said Jorn H. Hurum, a scientist at the University of Oslo who
acquired the fossil and assembled the team of scientists that studied it. ‘Any athlete is doing the same thing.
We have to start thinking the same way in science.’"
The "Slumber Party Girls" is another example of a partnership symbiosis spanning multiple media.
"In October their debut album, full of upbeat anthems aimed at 9- to 13-year-old listeners, will be
released by Geffen Records. Still want more? You can watch for continuous music and video updates on
KOL, a children-theme AOL channel, or wait for a made-for-television movie and a second television
series planned for the following months.
All of which makes the Slumber Party Girls - motivated, energetic and soon to be ubiquitous - an
embodiment of the latest way to reach young consumers in their so-called 'tween years: using every
possible avenue at once."
Click here to read "The Multimedia Synergistic Slumber Party."
Symbiosis is not, however, a golden egg. The SPGs were a commercial failure. Despite the enormous media exposure generated through symbiosis, their debut album had poor sales. The public simply didn't like the product.