Audience Economics: Media Institutions and the Audience Marketplace

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9780231126533: Audience Economics: Media Institutions and the Audience Marketplace

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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Book Description:

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.

About the Author:

Philip M. Napoli is an assistant professor of communications and media management in the graduate school of business at Fordham University. He is the author of Foundations of Communications Policy: Principles and Process in the Regulation of Electronic Media.

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Napoli, Philip M.
Editore: Columbia Univ Pr, Jackson, Tennessee, U.S.A. (2003)
ISBN 10: 0231126530 ISBN 13: 9780231126533
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Descrizione libro Columbia Univ Pr, Jackson, Tennessee, U.S.A., 2003. Trade Paper. Condizione libro: New. BRAND NEW BOOK! Black mark on edge. Codice libro della libreria 5t19

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Descrizione libro Columbia University Press, United States, 2003. Paperback. Condizione libro: New. New.. Language: English . Brand New Book. 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. Codice libro della libreria AAH9780231126533

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Descrizione libro Columbia University Press, United States, 2003. Paperback. Condizione libro: New. New.. Language: English . Brand New Book. 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. Codice libro della libreria AAH9780231126533

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Descrizione libro Columbia University Press, 2003. Paperback. Condizione libro: New. book. Codice libro della libreria M0231126530

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Descrizione libro Columbia University Press, United States, 2003. Paperback. Condizione libro: New. New.. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. 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. Codice libro della libreria BTE9780231126533

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Descrizione libro Columbia University Press, 2003. Paperback. Condizione libro: New. Never used!. Codice libro della libreria 0231126530

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