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Audience Economics : Media Institutions and the Audience Marketplace by Philip M. Napoli (2003, Trade Paperback)
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About this product
Product Identifiers
PublisherColumbia University Press
ISBN-100231126530
ISBN-139780231126533
eBay Product ID (ePID)2442942
Product Key Features
Number of Pages256 Pages
LanguageEnglish
Publication NameAudience Economics : Media Institutions and the Audience Marketplace
Publication Year2003
SubjectMedia Studies, Advertising & Promotion
TypeTextbook
Subject AreaSocial Science, Business & Economics
AuthorPhilip M. Napoli
FormatTrade Paperback
Dimensions
Item Height0.1 in
Item Weight13.7 Oz
Item Length0.9 in
Item Width0.7 in
Additional Product Features
Intended AudienceScholarly & Professional
LCCN2003-040977
Reviews...is a welcome addition to the existing scholarship on audience analysis from a business perspective..., "The book sheds new lights on the operation and likely future of media in the twenty-first century." -- Educational Book Review
Dewey Edition21
Grade FromCollege Graduate Student
IllustratedYes
Dewey Decimal659.14/3
Table Of ContentThe Audience Marketplace The Predicted Audience - Measured Audience Relationship The Measured Audience - Actual Audience Relationship Audience Valuation New Technologies and the Audience Product The Future of the Audience Marketplace
SynopsisFocusing 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., 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., 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., 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.
LC Classification NumberHF6146.T42N364 2003
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