Audience Economics: Media Institutions and the Audience Marketplace by Philip NapoliAudience Economics: Media Institutions and the Audience Marketplace by Philip Napoli

Audience Economics: Media Institutions and the Audience Marketplace

byPhilip Napoli

Hardcover | September 25, 2003

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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.

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.
Title:Audience Economics: Media Institutions and the Audience MarketplaceFormat:HardcoverDimensions:256 pagesPublished:September 25, 2003Publisher:Columbia University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0231126522

ISBN - 13:9780231126526

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Table of Contents

The Audience MarketplaceThe Predicted Audience - Measured Audience RelationshipThe Measured Audience - Actual Audience RelationshipAudience ValuationNew Technologies and the Audience ProductThe Future of the Audience Marketplace

Editorial Reviews

The book sheds new lights on the operation and likely future of media in the twenty-first century. This is precisely the book I have been looking for! Audience Economics provides the kind of comprehensive but accessible coverage of the terrain of audience assessment that students will actually applaud. In addition, Napoli has provided us with a long overdue entry into a critical discussion about the nature and consequences of the shadow prices that are assigned to audience segments defined by age, race and class.