Audience Economics

Media Institutions and the Audience Marketplace

Philip M. Napoli

Columbia University Press

Audience Economics

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Pub Date: September 2003

ISBN: 9780231126533

256 Pages

Format: Paperback

List Price: $34.00£27.95

Pub Date: September 2003

ISBN: 9780231126526

256 Pages

Format: Hardcover

List Price: $105.00£87.95

Pub Date: September 2003

ISBN: 9780231501187

256 Pages

Format: E-book

List Price: $33.99£27.95

Audience Economics

Media Institutions and the Audience Marketplace

Philip M. Napoli

Columbia University Press

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.
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
The Audience Marketplace
The Predicted Audience - Measured Audience Relationship
The Measured Audience - Actual Audience Relationship
Audience Valuation
New Technologies and the Audience Product
The Future of the Audience Marketplace

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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