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Audience Economics: Media Institutions and the Audience Marketplace

By Philip M. Napoli
eBook
$35.99
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. 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 p...

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