Audience Economics: Media Institutions and the Audience MarketplaceFocusing 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. |
Contents
The Audience Marketplace | 15 |
The Predicted AudienceMeasured Audience Relationship | 36 |
The Measured AudienceActual Audience Relationship | 65 |
Audience Valuation | 96 |
New Technologies and the Audience Product | 134 |
The Future of the Audience Marketplace | 171 |
Notes | 185 |
| 199 | |
| 229 | |
Other editions - View all
Audience Economics: Media Institutions and the Audience Marketplace Philip M. Napoli Limited preview - 2003 |
Audience Economics: Media Institutions and the Audience Marketplace Philip M. Napoli Limited preview - 2003 |
Audience Economics: Media Institutions and the Audience Marketplace Philip M. Napoli No preview available - 2003 |
Common terms and phrases
actual audience African American analysis Arbitron audi audience autonomy audience behavior audience data audience market audience marketplace audience measurement firms audience measurement systems audience members audience product audience research audience segments audience shares audience valuation audimeters behavior of media broadcast networks cable networks cable television channel chapter composition consumers content options content providers diaries dience direct broadcast satellite economic effects ence factors forecasting error fragmentation greater Hispanic households increased increasingly individual instance interaction lead-in lead-out levels listening measured audience media audiences media consumption media content media environment media firms media industries media organizations media outlets media products media technologies meter minority audiences Nielsen Media Research participant observation participants percent personal video recorders power ratio predicted audience prime-time purchase radio audience radio stations ratings reliability ReplayTV represent revenue sample schedule significant sumers systems of audience target television programs tion uncertainty variables vertisers viewers Webster and Phalen
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