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Audience Economics - Media Institutions and the Audience Marketplace (Paperback, New) Loot Price: R1,136
Discovery Miles 11 360
Audience Economics - Media Institutions and the Audience Marketplace (Paperback, New): Philip M. Napoli

Audience Economics - Media Institutions and the Audience Marketplace (Paperback, New)

Philip M. Napoli

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Loot Price R1,136 Discovery Miles 11 360 | Repayment Terms: R106 pm x 12*

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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.

General

Imprint: Columbia University Press
Country of origin: United States
Release date: September 2003
First published: September 2003
Authors: Philip M. Napoli
Dimensions: 229 x 152 x 13mm (L x W x T)
Format: Paperback - Trade
Pages: 256
Edition: New
ISBN-13: 978-0-231-12653-3
Categories: Books > Reference & Interdisciplinary > Communication studies > Media studies
Books > Business & Economics > Economics > General
Books > Computing & IT > Internet > General
Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > Radio & television industry
Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > Advertising industry
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LSN: 0-231-12653-0
Barcode: 9780231126533

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