Audience Economics: Media Institutions and the Audience Marketplace

Audience Economics: Media Institutions and the Audience Marketplace

by Philip M. Napoli, Napoli
     
 

Media corporations produce two interrelated but distinct products, says Napoli. The first—the content they give away or sell to their audiences—has been well studied; the second—the audiences they sell to their advertisers—has been virtually ignored by scholars. He takes a predominantly economic approach to audience research and the role of the… See more details below

Overview

Media corporations produce two interrelated but distinct products, says Napoli. The first—the content they give away or sell to their audiences—has been well studied; the second—the audiences they sell to their advertisers—has been virtually ignored by scholars. He takes a predominantly economic approach to audience research and the role of the audience marketplace in the functioning and development of advertiser-supported television, radio, and the Internet. Annotation ©2004 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780231126526
Publisher:
Perseus (for Columbia University Press)
Publication date:
09/18/2003
Pages:
248
Product dimensions:
6.00(w) x 9.00(h) x 0.69(d)
Age Range:
18 Years

Table of Contents

Acknowledgments
Introduction1
1The Audience Marketplace15
2The Predicted Audience-Measured Audience Relationship36
3The Measured Audience-Actual Audience Relationship65
4Audience Valuation96
5New Technologies and the Audience Product134
6The Future of the Audience Marketplace171
Notes185
References199
Index229

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