Focusing on the electronic media -- television, radio, and the
Internet -- 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:
• How are audiences manufactured, valued, and sold?
• How do advertisers and media firms predict the behavior of
• How has the process of measuring audiences evolved over
• How and why do advertisers assign different values to segments
of the media audience?
• How does audience economics shape media content?
Examining the relationship between the four principal actors in
the audience marketplace -- advertisers, media firms, consumers,
and audience measurement firms -- 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.
Subjects: Sociology, Business
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