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Audience Economics: Media Institutions and the Audience Marketplace
Philip M. Napoli
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Description for Audience Economics: Media Institutions and the Audience Marketplace
Paperback. Focusing on the electronic media - television, radio, and the Internet - this work provides an integrated framework for understanding the various businesses involved in generating and selling audiences to advertisers. Num Pages: 256 pages, 2 figures. BIC Classification: JFD; KC; KNTD; KNTY; UDB. Category: (P) Professional & Vocational. Dimension: 154 x 230 x 13. Weight in Grams: 366.
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 ... Read more
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 ... Read more
Product Details
Format
Paperback
Publication date
2003
Publisher
Columbia University Press United States
Number of pages
256
Condition
New
Number of Pages
256
Place of Publication
New York, United States
ISBN
9780231126533
SKU
V9780231126533
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Philip M. Napoli
Philip M. Napoli is an assistant professor of communications and media management in the graduate school of business at Fordham University. He is the author of Foundations of Communications Policy: Principles and Process in the Regulation of Electronic Media.
Reviews for Audience Economics: Media Institutions and the Audience Marketplace
The book sheds new lights on the operation and likely future of media in the twenty-first century. Educational Book Review Crisply written and aimed at nonspecialists... Harvard International Journal of Press/Politics