Over the past half a dozen years or so, all I've heard about in my circles is "owned, earned, and paid" media types. Marketing professionals love ... and I mean LOVE ... terms they can drop with clients as a way to sound smart. And although I'm a little weary of the ubiquity of these terms, it's true that media types are an important part of any integrated campaign conversation. However, it can be an amazingly cost-effective or expensive conversation, depending on the types of media you choose or create.