'Zoella'- industry

https://paddyhunnmediastudies.blogspot.com/2019/02/powerpoint.html
Industry context:

• Zoella has a combined subscriber count of 16.8 million and 300, 000 blog followers
• She has a network of friends she collaborates with that and these are her most successful videos
• User-generated content- material created by everyday users of media platforms rather than by professionals working for media organisations
• Web traffic- the number of people who visit a particular page or website 
• Multi channel network- organisations and curate a large number of channels, offering creators support in areas such video production and marketing
• Monetisation- the process of converting existing traffic being sent to a particular website or revenue, some ways of monetising a website are by implementing Pay Per Click (PPC) and Cost Per Impression (CPI/CPM) advertising. 

Hesmondhalgh's theory- how does it apply to Zoella?

• Zoella uses horizontal integration through her multi channel network
• This works by 1) video made with help from MCN 2) video makes money 3) MCN takes some of the profit 
• She also uses vertical integration through her manager Dom Smales who works at Gleam

Livingstone and Lunt's theory- how does this apply to Zoella?

• Zoella follows all the community guidelines making her a family friendly channel 
• This keeps sponsorships and advertisers as she is not associated with controversies 
• The CAP (Committee of Advertising Practice) regulate youtube and it is administered by the ASA 

Zoella's income:

• Adverts 
• Merchandise 
• Her books
• Sponsored videos and blog posts
• Affiliate links 
• Much of her sponsored content is covert and the audience member is not aware of what is being sponsored and what isn't