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Owned / Earned / Paid Media Framework

Owned media includes channels you control fully, like your website, blog, email lists, and apps. These build long-term assets and don’t require ongoing ad spend.

Earned media covers organic exposure you’ve “earned” — like PR coverage, backlinks, social shares, influencer mentions, or user-generated content. This builds trust and authority.

Paid media includes any channel where you pay for placement: search ads, social ads, display, sponsored content, etc. It offers quick scale but stops when the budget does.

For example, a product launch might involve publishing a blog post (owned), promoting it with social ads (paid), and getting industry press coverage (earned).