When one hears or reads the term "ratings," one often thinks of television or radio programs competing for an audience. However, the picture is much larger than that. People working in advertising and the electronic media are well aware of the significance of ratings data. Students considering careers in media such as broadcasting and journalism are compelled to study the process and results of audience ratings. However, in Ratings Analysis: Theory and Practice, Webster and Lichty exemplify the many ways in which ratings can be vital to other vocations, such as social scientists interested in mass communication and media policymakers. The book not only covers the many applications of ratings data, but also delves into the means by which the data are collected, and finally, how the data should be analyzed. The authors have made an effort to keep the language understandable for a large range of potential readers. (view table of contents)

Product Description: Will shrinking budgets and growing competition force network television news to compromise program quality? Can big-city newspapers improve circulation in the audiences advertisers want to reach? Will the wire services diversify into other areas of communications technology? What changes lie ahead for nation newsmagazines? In The Future of News, top media experts offer a probing analysis of the news business today and its place in American culture tomorrow...read more