Audience Economics: Media Institutions and the Audience Marketplace
Columbia University Press, 2003 - 235 pages
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.
Autres éditions - Tout afficher
able accurate addition advertisers analysis appeal Arbitron associated audi audience marketplace audience measurement audience members audience product average become behavior broadcast buying cable changes channel chapter composition consumers consumption content providers decisions declines demographic develop diaries dience economic effects effort ence error example existing factors firms forecasting fragmentation given greater groups households important increased increasingly individual industry instance interaction Internet involves issue larger less levels listening lower means measured audience measurement firms measurement systems media audiences media environment media industries media organizations media products meter minority models nature Nielsen noted offer participants particular patterns percent predicted purchase radio ratings reach reason recent record reflect reliability reports represent result sample schedule segments selling share shows significant stations structure suggests technologies television audience tion uncertainty valuations variables viewers viewing watch
Page 200 - Diversity of Programming in the Broadcast Spectrum: Is There a Link between Owner Race or Ethnicity and News and Public Affairs Programming,120 researchers found empirical evidence of such a link.
Page 216 - How good is the AC Nielsen people-meter system? A review of the report by the committee on nationwide television audience measurement.
Page 207 - Section 257 proceeding to identify and eliminate market entry barriers for small businesses will help us evaluate and design financial qualification rules and licensing incentives to facilitate greater participation by small businesses.
Page 201 - Life After Adarand: What Happened to the Metro Broadcasting Diversity Rationale for Affirmative Action in Telecommunication Ownership?, 33 U.
Page 220 - ... the Price Effects of Joint Ownership in the Mass Media," Research Memorandum No. 93, Research Center in Economic Growth, Stanford University, 1969. * Owen, BM , "Newspaper and Television Station Joint Ownership," The Antitrust Bulletin, Vol. XVIII, Winter 1973, pp. 787-807. * Peterman, JL , "Concentration of Control and the Price of Television Time," American Economic Review, Papers and Proceedings, May 1971, pp.