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.
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