Audience Economics

Media Institutions and the Audience Marketplace

Nonfiction, Social & Cultural Studies, Social Science, Business & Finance
Cover of the book Audience Economics by Philip M. Napoli, Columbia University Press
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Philip M. Napoli ISBN: 9780231501187
Publisher: Columbia University Press Publication: September 25, 2003
Imprint: Columbia University Press Language: English
Author: Philip M. Napoli
ISBN: 9780231501187
Publisher: Columbia University Press
Publication: September 25, 2003
Imprint: Columbia University Press
Language: English

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 audiences?

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

• 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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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 audiences?

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

• 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.

More books from Columbia University Press

Cover of the book Enigmas of Health and Disease by Philip M. Napoli
Cover of the book The Subject of Torture by Philip M. Napoli
Cover of the book The Columbia Guide to the Cold War by Philip M. Napoli
Cover of the book Mormonism and American Politics by Philip M. Napoli
Cover of the book Socialism Unbound by Philip M. Napoli
Cover of the book Writings from the Golden Age of Russian Poetry by Philip M. Napoli
Cover of the book Little Magazine, World Form by Philip M. Napoli
Cover of the book A Primer in Biological Data Analysis and Visualization Using R by Philip M. Napoli
Cover of the book The Levittowners by Philip M. Napoli
Cover of the book Wild Kids by Philip M. Napoli
Cover of the book Anticipating a Nuclear Iran by Philip M. Napoli
Cover of the book Cool Men and the Second Sex by Philip M. Napoli
Cover of the book Intoxicating Minds by Philip M. Napoli
Cover of the book Born Translated by Philip M. Napoli
Cover of the book Black Gods of the Asphalt by Philip M. Napoli
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy