Audience Economics : Media Institutions and the Audience Marketplace

Review
"...is a welcome addition to the existing scholarship on audience analysis from a business perspective..."


Book 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. 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.


About the Author
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.


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Media corporations produce two interrelated but distinct products, says Napoli. The first—the content they give away or sell to their audiences—has been well studied; the second—the audiences they sell to their advertisers—has been virtually ignored by scholars. He takes a predominantly economic approach to audience research and the role of the audience marketplace in the functioning and development of advertiser-supported television, radio, and the Internet. Annotation ©2004 Book News, Inc., Portland, OR


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