Audience economics : media institutions and the audience marketplace / Philip M. Napoli.

Format:

Book

Author/Creator:

Napoli, Philip M.

Language:

English

Subjects (All):

Television advertising.

Television advertising--United States.

United States.

Physical Description:

x, 235 pages ; 24 cm

Place of Publication:

New York : Columbia University Press, [2003]

Summary:

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. 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.

Contents:

1. The Audience Marketplace 15

2. The Predicted Audience-Measured Audience Relationship 36

3. The Measured Audience-Actual Audience Relationship 65

4. Audience Valuation 96

5. New Technologies and the Audience Product 134

6. The Future of the Audience Marketplace 171.

Notes:

Includes bibliographical references (pages [185]-227) and index.

ISBN:

0231126522

0231126530

OCLC:

51460765