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Audience Economics PDF
By:Philip M. Napoli
Published on 2003 by Columbia University Press

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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.

This Book was ranked at 40 by Google Books for keyword Media Industry.

Book ID of Audience Economics's Books is IX5W0Qq7uP0C, Book which was written byPhilip M. Napolihave ETAG "+D6CrEnPuCI"

Book which was published by Columbia University Press since 2003 have ISBNs, ISBN 13 Code is 9780231126526 and ISBN 10 Code is 0231126522

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Book which have "235 Pages" is Printed at BOOK under CategorySocial Science

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