Includes bibliographical references (pages 199-227) and index.
CONTENTS NOTE
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Acknowledgments; introduction; chapter 1. the audience marketplace; chapter 2. the predicted audience-measured audience relationship; chapter 3. the measured audience-actual audience relationship; chapter 4. audience valuation; chapter 5. new technologies and the audience product; chapter 6. the future of the audience marketplace; notes; references; index.
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SUMMARY OR ABSTRACT
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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.