Audience Economics: Media Institutions and the Audience Marketplace

Audience Economics: Media Institutions and the Audience Marketplace

by Philip M. Napoli
     
 

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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. Examining the relationship between the four principal actors in the audience marketplace -

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Overview

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.

Editorial Reviews

Educational Book Review

The book sheds new lights on the operation and likely future of media in the twenty-first century.

Harvard International Journal of Press/Politics

Crisply written and aimed at nonspecialists...

Product Details

ISBN-13:
9780231501187
Publisher:
Columbia University Press
Publication date:
06/19/2012
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
256
File size:
1 MB

What People are saying about this

Oscar H. Gandy

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.

James Webster

Audiences are the life's blood of media industries. Yet very little scholarship integrates the realities of the audience marketplace with economic theory. Napoli combines a masterful synthesis of the literature on audience behavior, measurement, and media economics with original analyses of the market for the 'audience product.' Rich in institutional detail, this volume sheds new light on the operation and likely future of media in the twenty-first century.

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