Paralleling

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Paralleling is a term used to describe the process in which traditional intellectual property businesses create a "parallel" digital business. Used generally when discussing media and entertainment companies, the idea is primarily focused on the process of monetizing the digital distribution of content by leveraging the brand awareness of the company. A primary example would be the New York Times launch of the Times Select service, a pay for content digital subscription that charges for online access to editorials.

This term is generally used in studies of digital culture.