Audience Economics: Media Institutions and the Audience Marketplace

Audience Economics: Media Institutions and the Audience Marketplace

by Philip M. Napoli, Napoli
ISBN-10:
0231126522
ISBN-13:
9780231126526
Pub. Date:
09/18/2003
Publisher:
Perseus (for Columbia University Press)

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Overview

Audience Economics: Media Institutions and the Audience Marketplace

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

The Audience Marketplace
The Predicted Audience - Measured Audience Relationship
The Measured Audience - Actual Audience Relationship
Audience Valuation
New Technologies and the Audience Product
The Future of the Audience Marketplace

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