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Audience Economics: Media Institutions and the Audience Marketplace
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Bibliographic Detail
Publisher Columbia Univ Pr
Publication date September 1, 2003
Binding Paperback
Book category Adult Non-Fiction
ISBN-13 9780231126533
ISBN-10 0231126530
Dimensions 0.75 by 6 by 8.75 in.
Weight 0.75 lbs.
Original list price $34.00
Other format details university press
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Summaries and Reviews
Amazon.com description: Product Description: 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.

Editions
Hardcover
Book cover for 9780231126526
 
from Columbia Univ Pr (September 1, 2003)
9780231126526 | details & prices | 6.25 × 9.00 × 0.75 in. | 1.00 lbs | List price $105.00
About: 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.
Paperback
Book cover for 9780231126533
 
The price comparison is for this edition
from Columbia Univ Pr (September 1, 2003)
9780231126533 | details & prices | 6.00 × 8.75 × 0.75 in. | 0.75 lbs | List price $34.00
About: 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.

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