Audience Economics: Media Institutions and the Audience

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Audience Economics: Media Institutions and the Audience Marketplace

Focusing on the electronic mediaâ€•television, radio, and the Internetâ€•Audience Economics bridges a substantial gap in the literature by providing an integrated framework for understanding the various businesses involved in generating and selling audiences to advertisers. Philip M. Napoli presents original research in order to answer several key questions:

Â• How are audiences manufactured, valued, and sold?

Â• How do advertisers and media firms predict the behavior of audiences?

Â• How has the process of measuring audiences evolved over time?

Â• How and why do advertisers assign different values to segments of the media audience?

Â• How does audience economics shape media content?

Examining the relationship between the four principal actors in the audience marketplaceâ€•advertisers, media firms, consumers, and audience measurement firmsâ€•Napoli explains the ways in which they interact with and mutually depend on each other. He also analyzes recent developments, such as the introduction of local people meters by Nielsen Media Research and the establishment and evolution of audience measurement systems for the Internet. A valuable resource for academics, students, policymakers, and media professionals, Audience Economics keeps pace with the rapid changes in media and audience-measurement technologies in order to provide a thorough understanding of the unique dynamics of the audience marketplace today.
Country USA
Brand Columbia University Press
Manufacturer Columbia University Press
Binding Paperback
ItemPartNumber 2 figures
UnitCount 1
EANs 9780231126533
ReleaseDate 0000-00-00

Country	USA
Brand	Columbia University Press
Manufacturer	Columbia University Press
Binding	Paperback
ItemPartNumber	2 figures
UnitCount	1
EANs	9780231126533
ReleaseDate	0000-00-00

Audience Economics: Media Institutions and the Audience Marketplace

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